Tuesday, November 16, 2010

Designers, socialites... and now trade envoys

Tamara Mellon, the socialite who founded upmarket shoe designer Jimmy Choo, has been recruited by David Cameron to bang the drum for British companies around the world.

As he arrived in China on a mission to double Britain's trade with the world's fastest-growing major economy, the Prime Minister announced that Ms Mellon had been appointed a government "business ambassador". She will be joined by Anya Hindmarch, the handbag designer whose creations are a sought-after fashion accessory among celebrities. The new Chinese middle classes are considered a prime target for high-end British designers.

Ms Mellon, a former staple of the gossip columns, who left school without any qualifications, has enjoyed stunning success with her luxury shoes, which cost between £300 and £2,000 a pair. Mr Cameron remarked that such creations are in increasing demand in nations such as China, whose economy is growing by 10 per cent a year.

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