Sara Simmonds lands a fashion award for her designer jeans
DENIM-DESIGNER Sara Simmonds has been awarded this year’s O2 X award for fashion. Miss Simmonds, 30, is the founder of Sharkah Chakra, an ethical luxury jeans brand. Her hand-made creations are worn by model Claudia Schiffer and actress- es Cameron Diaz and Liv Tyler.
She beat hundreds of other entries to pick up the award, which is run in conjuction with fashion magazine Grazia to recognise successful small businesses.
Founded twoand-a-half years ago, Sharkah Chakra claims to be the first jeans brand in the world with fair-trade accreditation. “You shouldn’t have to sacrifice ethics for luxury,” Miss Simmonds says. “It was my dream to create something different to make a difference.”
The former buyer at Harvey Nichols adds: “To win felt fantastic. I started with the dream of putting the luxury back into denim and this was recognition that we have achieved the first step towards this.”
Originally from Leeds, Miss Simmonds lives in North-West London.