When Kids came out Sevigny was hailed as an "It" girl and proceeded to appear in advertising campaigns for the Miu Miu label by Miuccia Prada and in every British style magazine worth its salt. But the actress found the tag wearisome. "I've always been seen as this really hip girl, but I'm not, I'm just a regular girl from New York."
People Corporation is the brainchild of Roland Mouret who started the label in October 1995 out of a need for the British to have designer street style they could actually afford, and is inspired by the cafe/bar he runs in London's Soho, Freedom.
When the first model appeared carrying a can of lager and smoking a cigarette the tone was set. These were clothes for both sexes to party the night away in.
The big trends for next winter are asymmetric hemmed dresses, one-shoulder tops suspended on tiny beaded string straps, drape front tops, fringing and ruched skirts. The look was almost kitsch cowgirl meets urban clubgoer with a slightly Gothic influence. Men appeared in Alexander McQueen-influenced cord "bumster" style trousers that looked close to revealing a lot more than "cleavage".