In Style: 'We were always searching for the perfect purchase when one day it just clicked'

Published on Sunday 4 July 2010 11:36

TABITHA Somerset Webb is an addict: a dress addict with a serious habit that needs a daily fix. And she's not alone. Her best friend, Dannii Minogue, winner of the battle of the dresses with fellow X Factor judge Cheryl Cole, has a red-carpet lifestyle that requires a succession of knockout frocks. Given the pair's penchant for dresses, it was only a matter of time before they found themselves collaborating on a clothing line and Project D will be available from September.

"We were always swapping stories of our latest finds and forever searching for the next perfect purchase when one day it just clicked... we should create our own wardrobe heaven. Fusing together sophisticated glamour (Dannii's signature) and a rock 'n' roll edge (Tabitha's touch), we think we've found a perfect balance in our capsule range of dresses," says Somerset Webb.

Comprising a couple each of day dresses, evening dresses and cocktail dresses in black, blue and aubergine, the frocks are designed to appeal to the average woman, whether she be high street or high end.

"I'm 5ft 10in and very curvy and Dannii's 5ft 1in and petite. We both wear the dresses and designs and I want that to lend confidence to all women. Some have a fitted waist, cover the arms and are knee-length or longer. Whatever your figure, they work and can make you feel fabulous. They're high street meets designer."

"My favourite piece is our floor-length, black sequin casino dress – it's our elegant disco heaven dress," says Minogue.

Tabitha, 35, and Dannii, 38, met when the X Factor judge was so taken by her make-up artist's bag that she wanted to meet the designer. Somerset Webb's line of handbags already had a celebrity following and are regularly seen dangling from the wrists of Denise Van Outen, Cat Deeley and Fearne Cotton.

And when they discovered their mutual love of fashion, it was only a matter of time before they collaborated on their own label.

"When we first met she said, 'Are you sure you're not Australian 'cos you're mental'. We both have the same initiative and like hard work. People assume she would collaborate with someone more glam but our different styles make it more interesting.

"I'm more of a risk-taker while she has great ideas and knows what will work because she has access to so many beautiful clothes. My style is urban, hers is glamorous. It's an explosion of style," says Somerset Webb.

Completely self-taught, Somerset Webb was working as a television producer seven years ago when, unable to find a handbag she liked, she designed her own.

"I thought I would make myself one. I spent six months working on the bags then went to a leather factory every day for a month until they agreed to make me some. Then, with 31 bags, I went to a trade fair where a buyer from House of Fraser took them on."

Despite bemoaning her lack of a formal fashion training, Somerset Webb reckons it can be something of an advantage. "I can't draw; I'm not trained in that way. I'm one of those people that just did it. I had no money and no business plan, but not having experience was an advantage because sometimes it stifles creative thinking. What you need is common sense, pragmatism and the drive to succeed.

"We're starting with Dannii's fan base but are desperate for it not to be a celeb brand. We want longevity and for it to grow – our perfume comes out in September. We're going to do four collections a year; shirts, trousers, shorts, jackets, then sunglasses, shoes, jewellery and homeware."

"Success to me will be when our Project D customers not only love the brand, but trust it to come back every season for that item that becomes a special part of their wardrobe," says Minogue.

Ranging in price from 210 to 480, the clothes aren't cheap, but Somerset Webb hopes the average woman will save up to buy them. "Project D is aspirational but we want them to be attainable for all. It's top-end high street and low-end designer."

And if there was any doubt as to their versatility, one need only look at the photographs of Dannii Minogue sailing through pregnancy in her Project D dresses. "That's one area where I'm happy to wait for Dannii to do it first," says Somerset Webb.

The Project D collection is available online at www.projectdonline. co.uk, Harvey Nichols (www.harveynichols.com), Selfridges (www.selfridges.com, Harrods (www.harrods.com), Asos.com and my-wardrobe.com

&#149 This article was first published in Scotland on Sunday July 4, 2010