Sienna Miller seems to be following in the footsteps of fellow fashionistas Kate Moss [for Top Shop] and MKA [The Row] and is starting her own label, to be called Twenty8Twelve, with her sister Savannah. Here's the full story:
November 30, 2006 – Sienna Miller and her designer sister, Savannah, are going into business. Holed up in a London hotel suite yesterday, they announced the arrival of their new label, Twenty8Twelve. "It's my birth date!" chirped Sienna, who will turn 25 at the end of December—the day before she hits the screens as Edie in Factory Girl.
The diffusion-priced line, which will launch for Fall 2007, is intended as a rebuke to the dumbed-down state of the celebrity/tabloid fashion cycle. "Neither of us has stylists," declared Sienna. "There's such a lack of individuality now—what we're trying to say is, do it for yourself!" And who can blame the girl for wanting to seize the trend controls? "I wear something, it's in Heat magazine, then everywhere the next week!" said Miller. "I'm like, wait—I bought that in a market in Paris!"
The Millers have worked out their own process of remote cybersibling design: "We Web-chat everyday," said Sienna. "If I find something in a thrift store in some weird town that I'm shooting in, I show it to Savannah on the Webcam. I can say stupid words to her about clothes that other people wouldn't understand. She gets it. We've worked really hard. This isn't about just lending a name to something and not really being involved." Savannah, who has been freelancing for Alexander McQueen, Matthew Williamson, and Betty Jackson, added, "It's really about how we dress. Sienna has incredible intuition. Like, I saw her in a big Versace chain belt once, and said, 'What's that?' Then chains were everywhere."
Full details are being kept under wraps, but the sisters are plotting to infuse a bit of romance and culture into what they do. For their first collection, "An Anthology of Rebellion," they've edged in references to Patti Smith, The Beat Poets, and Dickensian London and commissioned swing-tags sketched by artist David Cooper. A flick through their inspiration book revealed Victorian striped jackets and white-cotton children's bodices—along with a copy of a love letter sent to their mother, which they plan to sneak into some of the pockets of their clothes. Whimsical, yes—but Sienna insisted, "This is about bold, rebellious women." And by the way, there'll be plenty of jeans.
–Sarah Mower
[style.com]
