London: The London-based fashion brand Ducie, founded by designer Ducie Keam-George, has gained traction in the fashion world, particularly in New York City, with notable designs like the ‘Corrin’ coat, showcasing its growing influence and plans for further expansion into menswear and upcoming collections.
The term ‘Ducie’ has emerged as a prominent reference in the fashion lexicon, particularly within New York City, where it signifies a distinctive style associated with the burgeoning London-based brand. Fashion enthusiasts frequently identify striking pieces, such as jackets made from Mongolian fur or chic chocolate antelope coats, with comments like, “Is that Ducie?” This growing vernacular represents not just a style but is a nod to the designer behind the brand, Ducie Keam-George, highlighting the increasing influence her fashion line commands.
The story of the Ducie brand began in earnest in 2004, long before its recent rise to fame. Keam-George, having worked as a talent manager at MTV during a vibrant period for pop culture, transitioned her career in search of new inspiration. Together with her partner Dan, they travelled to India, initially seeking a new direction and meaning in life. However, they returned not with a renewed sense of purpose, but rather with the foundational impetus to launch their own business.
While in India, Keam-George was inspired to create her first collection, developing feminine silk dresses and tops that resonated with the aesthetic trends of the early 2000s, influenced partly by her viewings of Fashion TV. Upon her return to London, she leveraged her industry connections, notably securing an opportunity to showcase her collection through Lucinda Chambers, the fashion director of British Vogue, which significantly raised the brand’s profile.
To fund her burgeoning venture, Keam-George began selling her designs at the famed Portobello Market in Notting Hill. With the backing of Chambers, she successfully convinced upscale London boutiques to showcase her pieces. It was not long before her designs caught the attention of notable figures, including fashion influencers from West London such as Sienna Miller, Poppy Delevingne, and Daisy Lowe, who began to wear her creations on various platforms, including television.
Following several successful years at the market, Ducie took the step into the global arena, launching an official website that initially overwhelmed them with orders. The brand transitioned onto Instagram, allowing for an expanded reach; a key moment arrived with the introduction of the ‘Corrin’ chocolate antelope coat, which debuted two years ago and has since become a bestseller, ranking as the second most sold item on the Revolve platform this year. This partnership with Revolve originated when Raissa Gerona, the brand’s director, reached out to Keam-George on Instagram, expressing her interest in one of the coats for a skiing trip.
Keam-George has a keen insight for designing pieces that resonate with contemporary trends. Observing a rising interest in warm brown tones and sueded finishes among women worldwide, she positioned her line strategically. Her ‘Faye’ coat, made from Mongolian fur, became particularly popular after being featured in a campaign with Hailey Bieber, contributing to a surge in online visibility for Ducie.
Looking ahead, Keam-George is currently working on a new collection of spring and summer jackets crafted from luxurious materials as well as her inaugural line of denim. Furthermore, she is adapting her designs to incorporate menswear, which represents an expansion strategy into broader markets. The brand’s upcoming presentation during New York Fashion Week in September marks a pivotal step towards increasing its global footprint. Despite this evolution, Ducie remains committed to its core aesthetic, with fresh collections featuring signature warm brown tones poised on the horizon.
Source: Noah Wire Services
