Dani helps to create new fashion range to support trans youngsters

A TRANS model from South Wales has launched a fashion range in lockdown – and it’s already created a buzz, having caught Victoria Beckham’s eye.

Following an announcement that selfidentifying policies for trans people could become harder in the future, Dani St James and Jacqui Devon decided to take matters into their own hands.

They have now launched a new fashion range benefiting trans people.

“It started with my friend Jacqui, about two months ago after the news that the Gender Recognition Act was going to be reformed,” said Dani, who grew up in Barry.

“What it means for us as a community is that healthcare is going to be removed for under-18s.

“That coupled with the news in America and the stripping of rights, it was just exhausting. We were so tired and I called Jacqui one morning, both crying, saying ‘what can we do?’.”

The pair decided to use their skills – Jacqui taking the creative lead and Dani taking the reins – to launch Not a Phase fashion.

“(Jacqui’s) a creative, so decided to make a T-shirt that said ‘Not a phase, support trans youth’.

“That’s when I said, ‘we need to do something bigger’. I said I would come on board as the operations lead and Jacqui would take the creative lead.”

Following the launch of the organisation, the pair have secured successful sponsorship and support from the likes of Victoria Beckham and Misguided.

Proceeds from the sale of the T-shirts go to Mermaids, a charity supporting trans youth.

Growing up in Barry before moving to London, she never experienced abuse firsthand, saying it was due to forward-thinking schools.

“I never felt ostracised because of who I was, I went to a really forward-thinking school where we had unisex bathrooms and a gender neutral uniform. It was incredible.

“I came to terms with my gender identity at the age of 16-17, but I did feel like I had to leave Wales to remain in love with it.”