Find out what's trending with fashion expert Gemma Jones

HAVING WORKED AT designer houses and styled at London Fashion Week, UK Fashion Stylist & Image Consultant Gemma Jones wasn't sure what fashion to expect upon moving to Dubai six years ago. Fortunately the UAE's love of style has meant Gemma has been able to flourish, lending her keen eye to men's and women's glossy publications as well as commercial shoots. Her client list even extends to luxury brands such as Dior, Bulgari, and Chanel. Her latest tie-up for the summer is with sunglass brand GLASSING.
Here she speaks to us about fashion dos and don'ts, why she thinks Rihanna wears glasses best and how Dubai needs to cater more to the high street shopper.

How did you get into the fashion world and become a stylist? What advice would you have for someone looking to follow your footsteps?
I studied textiles at school, then graduated with a BSC in Fashion. I have worked at London Fashion Week and had experience working in various fashion sectors such as retail, buying and then styling before moving to Dubai. My advice to up-and-coming fashionistas is always to do as much work experience as you can. Shadow stylists, listen, and put in the graft. Nothing good ever came quick or easy.
 
How does Dubai compare to the European capitals in terms of fashion sense and sensibilities?
I think Dubai definitely hasn't yet reached the heights of European capitals in terms of attainable fashion. I think we do luxury really well, but the rest of the world caters more for the "everyday person" on the high street. Celebrities even step out in Topshop now, and Beyonce was recently supporting ASOS online. However I think it is an area in which we are lacking. I absolutely think Dubai can be a global hub, it already has done wonders in the short space of time the city has had to evolve, and with Dubai Fashion Week re-launching and the opening of Design District, it could be the start of even more future improvements and growth.
 
Where in Dubai do you like to people-watch the more stylish citizens?
I mostly get to people-watch in the mall, not necessarily by choice, just because I am mainly there working! Even though I also go to many fashion events, and see the glitz and glam, for me though I think people are at their most stylish when they are natural and running their day-to-day errands. Seeing what people throw on to mall trawl or to head for a walk around the Marina says a lot about them and their personal style.
 
What is the one fashion mistake you see people repeatedly committing that you'd like to banish forever?
I don't think there are many wrongs and rights when it comes to fashion. Style is subject to opinion. But I would like to banish forever the "try too hard" mentality. People just need to be comfortable and wear whatever they are wearing with confidence. If it is an LBD with sneakers, then rock it. Don't think too hard about rules.
 
What do you think of online fashion shopping? Do you have any guidelines? Do you think it will take over conventional shops for good or do you think there will always be a market for stores?
I LOVE online shopping. As someone who spends her work life in the mall it's the last place I want to go in my spare time, so I have a couple of amazing go-to online stores that deliver to my door, meaning I can go to the beach instead! I would highly recommend it. Ensure you have a good returns/exchange policy and what can go wrong? I think online shopping will take over at some point, the process just seems to get easier and better. However, not entirely, as there will always be a need for people to shop socially and see items 'in the flesh.'
Where are your favourite places to shop?
My favourite place to shop in Dubai is in Satwa for fabrics and haberdashery. I could get lost for days there in the market shops!

As it's summer, what is the number one rule when it comes to buying sunglasses? Who, in the celebrity world wears them best and why?
My number one rule when buying sunglasses is definitely: get the shape right. You can experiment with size and colour but if the shape doesn't fit your face there is nothing that will make that better. I look for a shape that is never too square. Most of my sunglasses have rounded features.
I have to say Rihanna is my most inspired celebrity when it comes to sunglasses wearing. She never plays it safe, but always rocks the look.
 
 

You've teamed up with GLASSING this summer. Why?
GLASSING combines quality, with contemporary designs and I think it is hard to find that combination. Usually quality designs are classic and somewhat safe in their shape, but they push the boundarie
What is your favourite part of Dubai's fashion scene?
My favourite part is seeing how the tradition of modest dress translates into the most fashionable wearable outifts. Abayas are now fashionable, kaftans are key and Arabic dress is iconic enough to make a leading luxury brand like Dolce & Gabanna create a capsule collection of Abayas.
Gemma's top three style tips
1. Know your shape. Be adventurous, but don't feel the need to follow every fashion trend if it isn't made for you.
2.  Be confident in your clothes.
3. Every season try something different - a new colour, a new style of denim, a new size heel,  don't stick to the same old.
david@khaleejtimes.com