Riding high on the nostalgia of early 1990s, Ravensbourne College of Design graduate Josephine Pettman soaks up nostalgia, graphic art influences and cut’n’paste culture – feeding it out the other side with fabulously unpretentious, astutely observed exuberance. On the surface, Pettman (who goes under the moniker of Phiney Pet) produces instant gratification, saturated pop culture for the masses, but the authenticity this young designer displays adds weight and purpose to her aesthetic. There’s an honesty here, an honesty where cheap ‘cutesy’ imagery will frequently fall flat. An intangible quality. An unfeigned cool.
Snapped up by Topshop to lend her retro wonder to their print department, Phiney Pet is an up-and-coming fashion figure worth taking note of – chance’s are you’ll be sporting one of her improbably vivid print designs before long. We caught up with the young fashion talent for a brief chat…
Hey Phiney Pet. Great name. Can you tell us a little more about yourself and your background?
Hello! I am a fashion designer (recently graduated) and I specialise in print, as you can probably tell. I have a very eclectic taste in everything – particularly fashion… I also have five donkeys.
Psychedelic dinosaurs have been missing from fashion for too long – where do your ideas come from?
That particular collection was inspired by a thirteen year old friendship group. Most of my ideas come from things I can relate to or I am interested in. In order to work on a collection for that long, the subject matter has to be something which you have a real feel for. Most of my inspiration is silly or jovial, I like things that make me laugh or that I think that other people will get.
Print plays a huge part in your work, taking that to one side, what else typifies the aesthetic of your work?
The most important things to me is that firstly, my work is wearable and secondly, it is fun to wear. I like that the print does the talking and the garment shapes are just really easy to wear. I want someone to put one of the garments on and feel excited!
Who/what inspires you?
I am inspired by so many different things at different times, it’s hard to pin point just one person or thing. However, I am consistently inspired by the general population. I live in South London – prime people watching location! I always see people, particularly the older generation, and think I love the print on their shirt or the way they a composed that outfit. For me it’s the simple things that trigger ideas.
What annoys you?
Facing a long night ahead without any teabags!
Your prints have been getting some heavy exposure through your day job with the Topshop print team – what does an average day involve working there?
A day at Topshop is fast paced, in the true nature of high street fashion it’s ever changing. In the morning you arrive with a long list of things to do, which grows and grows throughout the day! But it’s great, the team are amazing and it is a lot more creative than people on the outside might think.
What are the plans for your own collections?
I want keep going with my street style, easy to wear approach – but push the print to its limits. New ways of printing and interesting fabrication!
How would you like to be remembered?
By happiness and colour
