Spotlight on Osman Yousefzada and what he is up to this London Fashion Week

Osman is one of the most highly-anticipated shows on the London Fashion Week line-up. Renowned for sculptural detailing, Osman designs are colourful, dramatic and luxurious. But who is the man behind them?

Born in 1974 to Afghan and Pakistani migrants, Osman Yousefzada grew up in Birmingham within an artisanal family. His father was a carpenter and his mother, a tailor, who owned a dressmaking business, which Yousefzada and his siblings used to help out in. At 10 years old, he could cut patterns, sew and even buy chiffon and haberdashery.

Yet his route into the world of fashion was far from generic. Following school, he actually studied anthropological studies at London's School of African and Oriental Studies (SOAS). He went on to a fashion foundation course at Central St. Martins, but a masters in philosophy at Cambridge University would come before he started as head of tailoring for Joseph. It wasn't until 2008 that he founded his eponymous label.

A year on, Dannii Minogue had chosen one of his designs – a Grecian-style creation – for the X Factor final. A year after that, he was dressing the (then) Prime Minister's wife. It was a floor-length navy Osman gown that Sarah Brown selected for the Elle Style Awards 2010 – "very daring of her to go for the new longer length", he said at the time.

Today, he counts Beyoncé, Thandie Newton, Emily Blunt and Lady Gaga among a long list of clients. And he has recently opened a space on Floral Street in Covent Garden – London's new fashion hub.

His show this season took place yesterday at Carlton House Terrace. An elegant display, it featured puff sleeves, ruffles and oversized tailoring a-plenty.

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But his presence at London Fashion Week doesn't end there. The designer has teamed up with The Official Hotel of London Fashion Week, The May Fair, to create a striking window display.

Centring on the theme of insomnia, it delves into relaxation. The display lights up at night; a projection of oil swirling around in a lava lamp, encouraging passers-by to stop, take a moment, breathe. In the background, is an Osman design; an ostrich-feathered tulle dress, spinning slowly round and around.

His influence can be found inside the hotel too. Until Saturday September 21, four cocktails inspired by Osman's SS20 show are available behind the bar.

Of his involvement, Yousefzada says: "I love the freedom of being able to experiment and this particular opportunity has allowed me to express my style in a conveying and eye-catching way."

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