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Leanne Campbell explains why Aintree dropping its dress code inspired her first fashion collection
2 years ago
Presenter Leanne Campbell has just launched her first fashion collection and says it was inspired by Aintree Racecourseâs decision to drop its dress code.
The races are famous for their full-on Scouse glamour, so Leanne says she wanted to create dresses which proudly represent that as well as flattering all ages and sizes.
She explains: âI know the girls behind The Buyers Club Clothing and Iâm a fan of their brand, so we were already having discussions about doing something together.
âThen Aintree announced it was dropping the dress code for Ladies Day and we were laughing about it because I know thereâs not a chance that anyone in Liverpool is doing that.
âIt was like a red rag to a bull so I said to them, âletâs do a red dress that is the epitome of glamourâ because I can see it strutting across the main road from the train station with a big hat or a fascinator. Thatâs the Athena, itâs a gorgeous very theatrical one-shoulder maxi dress and I think itâs a winner for Aintree.â
For Leanne, this debut collection reflects her own personal love of fashion, plus there are lots of references to her past too.
âWhen we were sitting down to create the first three designs, in my head I was dressing me, my mum, my sister, my friends â weâre all different shapes and sizes but we all love to feel glamorous.
âThe floral Aphrodite is ruched at the front, you can put it in your suitcase if youâre going to a holiday wedding and itâll still look fabulous on. And itâs really flattering so if youâve gained half a stone by the day of the wedding you donât have to worry about the zip not going up!
âFor me, the blue off-the-shoulder Ophelia midi dress is the most daring because itâs a different length to what Iâd usually wear, itâs like the Victoria Beckham length, but itâs very simple and classy. Itâs also the colour of my mumâs bridesmaidsâ dresses so there are little nods to my life and things that get me going when it comes to fashion.â
The range was also influenced by tricks and tips sheâs learned with age.
âI was talking to the girls from Buyers Club Clothing about how a lot of the boutiques on Instagram tend to sell clothes in fabric thatâs just not that flattering, especially if youâre busty or youâve got a bit of a mum tum.
âYou become a bit wiser as you get older, especially if youâve had kids, and you realise there are certain things you canât wear, certain fabrics, certain shapes you just donât feel comfortable in. You get to know what to wear to flatter yourself and then when you look around you see how little of it is available.â
The first collection is already on sale, a second one which is floral focused has been designed and a third with bright Miami-style colours is underway.
âIâve never spent a lot on my clothes, Iâve never bought designer stuff, so I wanted to do something that looks and feels high-end but is really affordable,â says Leanne. âThereâs only a limited number of each dress made so itâs not like the high street where youâll walk around and see loads of them, you feel like youâve got something special.
âI modelled one of the dresses when I was hosting a charity event just to trial it to see if the sizing was right, and I got so many people messaging me saying, where did you get your dress? Where can I buy that dress from? I had to post on Instagram and say, âitâs actually one of mine but theyâre not ready yet.â
âNow weâve launched and sold more 14-plusses than any of the smaller sizes which proves my point. Just because youâre a certain size, you donât want to wear black and sit in a corner, those days are gone. Scousers are daring, theyâll take any excuse to dress up and they definitely donât mind standing out in a crowd.â
Find her range here.