Jasmine Guinness Models Pieces from her Collection for Very

Jasmine Guinness may be an heiress to the Guinness brewing fortune, but it is fashion that is in her blood. The model and self-taught designer’s new label is proving successful for Very, the new online department store launched in July. She was lucky to have a somewhat unorthodox and eccentric fashion “education”. Jasmine’s ancestors and extended family include the beautiful Mitford sisters (Diana Mitford, Lady Mosley, was her great-grandmother); the handbag designer, Lulu Guinness; and Daphne Guinness, haute couture collector and armorial fanatic. Her mother, Liz – “a mix of 1970s wild-child and mod-punk” – made a lasting impression. Jasmine remembers her shocking-pink, satin sprayed-on jeans and purple kaftan, and she inherited from her an abiding love of thrift-shops. She is influenced, she says, by the women whose style inspired her as she was growing up. “There’s a mix of 1920s, ’30s, ’40s, ’60s and ’70s in what I do. My prints might be inspired by paintings, a dress might be based upon a silhouette in a drawing of one of my great-aunts. It’s about clothes I know that work for a cross-section of women – girls I see in the street, my friends. I’m not 24 any more and I’m inspired by real women, not size-zero models.” Jasmine has completed her spring/summer 2010 collection, which is on sale from January, and is working on next autumn/winter’s designs. She hopes to introduce swimwear for 2011. “It’s all about fit and flatter. A woman wants something that holds her tummy in and her bosom up.” All clothes, sizes 8-18, by Jasmine Guinness for Very, available now unless otherwise stated, www.very.co.uk; 08448 222321

Polyester gown with Chinese appliqué, No.GZ9671E, £89, from the Very.co.uk autumn/winter collection. Snakeskin, lips-clutch, £225, Lulu Guinness, Ellis Street, London, SW1; 020 7823 4828. Swarovski-pearl/crystal bracelet, £630; clip-on earrings, £630, Erickson Beamon, Elizabeth Street, SW1; 020 7259 0202. Suede high-heels, £85; www.dune.co.uk

All clothes, sizes 8-18, by Jasmine Guinness for Very, www.very.co.uk; 08448 222321

Picture: JOHN SWANNELL

Left: belted, shirt-dress, No.LE8581B, £49, Very spring/summer 2010, (available from January 2nd). Wolford tights, £18, Fenwick, New Bond Street, London, W1; 020 7629 9161. (Bracelet, Jasmine’s own).

Right: floral polyester tea-dress, No. GB8381E, £49, from Very autumn/winter collection. Patent shoes, by Insolia, £39.50, Marks & Spencer; 0845 302 1234 (necklace Jasmine’s own)

All clothes, sizes 8-18, by Jasmine Guinness for Very, www.very.co.uk; 08448 222321

Picture: JOHN SWANNELL

Polyester-satin, ‘prom frock’, No. GI39013, £59, from Very spring/summer 2010 collection (available from January 2nd). Swarovski-pearl necklace £597, Erickson Beamon, Elizabeth Street, London, SW1; 020 7259 0202. Slingbacks, by Autograph, £45, nude tights, £4; both Marks & Spencer; 0845 302 1234

All clothes, sizes 8-18, by Jasmine Guinness for Very, www.very.co.uk; 08448 222321

Picture: JOHN SWANNELL

Left: pure silk, floral tea-dress, No.GP2071A, £49; peep-toe mules, LG0081B, £27; both Very spring/summer 2010 (available from January 2nd). (Necklace and bracelet, Jasmine’s own)

Right: Chinese, silk/mix, padded jacket with appliqué details, GX8481D, £41; long-sleeve, stretch-cotton T-shirt, No.GB79117, £19; ‘matelot’, button-front, stretch-cotton shorts, No.GO00718, £25; all Very autumn/winter collection. Dotted tights, £19.95, www.mytights.com; 020 7819 0530. Patent booties, £215, Russell & Bromley; 020 7 629 6903. (Ring, Jasmine’s own)

All clothes, sizes 8-18, by Jasmine Guinness for Very, available now unless otherwise stated, www.very.co.uk; 08448 222321

Picture: JOHN SWANNELL

Hair + Make-up: Carl Stanley using Christian Dior Cosmetics/ Paul Mitchell Haircare

Stylist: Hilary Alexander

Fashion assistant: Natasha Cowan

Photographed at Leixlip Castle, open 60 days a year or by appointment; 00353 1624 4430

Picture: JOHN SWANNELL