17/09/2010 16:01 BST | Updated 22/05/2015 10:12 BST

Alice Temperley Says Big Hush-Hush Collaborations Are In The Works

Photo: John Lamparski, WireImage

In order to show the difference between her main line, Temperley London, and her three-season-old diffusion line, Alice by Temperley, Alice Temperley displayed the Spring 2011 collections for both labels side by side.

At the presentation, she chatted to our sister site StyleList about the brand's upcoming 10-year anniversary (and the hush-hush big-brand collaborations on deck), her London "it" girl muses, and surviving New York Fashion Week.

Q: Why did you decide to show both of your lines together?
Alice Temperley:
It's the third season for Alice, and it was important to show that we have two completely different collections. One is younger, easier daywear at a fantastically accessible price point. And the main line is becoming a lot cleaner and specialised with a lot more focus on detail.

Q: Do you have a different "girl" for each line?
Yes. Alice is a young girl who is sort of rock 'n' roll. It's Georgia Jagger and Alice Dellal and those London kids who are really rocking it. Those are the girls on our idea board. It's the young London girl. The Temperley woman has a slightly more grown-up lifestyle. She's more sophisticated and refined, and the line is investment pieces that you could wear to go out.

Q: Why did you decide to do a diffusion line?
In the recession, people began to think about what they were spending money on, and not everyone can spend £600 on a dress. People that I knew wanted something that was easily accessible that you could wash yourself. So it's just nice that I can give my sisters and their friends something to wear. Alice is the collection that's moving our company forward, so we can focus on what we really want to do with the main line, which is to make really beautiful and specialised pieces. And we are focusing on growing our bridal collection.

Q: Do you have any keys to surviving Fashion Week?
I hate Fashion Week, although we've had a very relaxed time because we shipped everything over from London. We enjoyed New York for the last three days, and now I'm looking forward to getting back to my son in Somerset. After going to the countryside, then I'll go to Paris, then a lot of travel before Christmas, and finally off to Mexico for New Year's and a long holiday.

Q: Any other plans up your sleeve?
We've got quite a few collaborations coming up for our 10-year anniversary that are very exciting. I can't tell them all yet. They'll be collaborations with other bigger brands. We are also doing an amazing book next year and a massive event in February. So there are lots of things in the pipeline.