A former University of Huddersfield fashion student is aiming to tackle poor body image with her first clothing collection.
Heidi May, 29, who finished runner up on a fashion show aired on Sky TV, has launched thee Whitney range through her label Aesthetic Laundry and already has fans in the fashion and music industries, with clients including Radio 1 DJ Clara Amfo.
The range includes trendy over-sized jumpers with multi-coloured tassles and track-suit bottoms.
Designer Heidi, who graduated from the university in 2009, said her main aim was to create clothes that were comfortable for people to wear so that they can feel body confident and tackle the narrow ideal of the perfect body shape.
She said the idea stemmed from having to deal with her own body issues in the past, which made her lack confidence about both her appearance and abilities as a designer.
Heidi quit her job to concentrate full time on her label.
She said: “After listening to the ASOS podcasts ‘My Big Idea’ which spoke about empowering women, I took the risk to quit my job despite having no money in order to pursue my dream.
“In three whirlwind months, I’ve developed Aesthetic Laundry from a brand into a business, set up office in studio and launched ‘Whitney’.”
According to Heidi, Clara Amfo purchased three personalized ‘Whitney’ jumpers and said that her clothing was “really different and cool.”
She lost out in the final of Sky show Styled to Rock back in 2013 and got to work many celebrities during the series.
Her designs were chosen by the likes of Cheryl Cole, Katy Perry and Nicola Roberts, of Girls Aloud.