We started with film noir, those sleeves from Double Indemnity, Laura and LA Confidential and that 1940s high midi length cut. I had been working with draped jersey goddess inspired designs for a few years since the prom collection (below)
These dresses were designed to be affordable, unstructured fitting and flattering a range of figures. Claudia's creative direction then finalised the details of the 'Claudia' dress which has become a staple of the collection looking wonderful on so many people.
These dresses were designed to be affordable, unstructured fitting and flattering a range of figures. Claudia's creative direction then finalised the details of the 'Claudia' dress which has become a staple of the collection looking wonderful on so many people.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/prom_promo_1128bf60-a64b-4f69-b90b-cef100397018_1024x1024.jpg?v=1571577322)
The original Goddess collection from 2016.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/u-g-Q12PH9O0_05fb826e-988c-4d56-994d-4db52c6b2b09_1024x1024.jpg?v=1571577559)
Barbara Stanwyck in Double Indemnity Film Noir
Kim Basinger in LA Confidential
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A7073_af0f3d3a-32ac-443c-828e-1c32b80b21cb.jpg?v=1572181886)
The original sketches and initial ideas
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_4815_a62ee78f-e636-415e-b615-e15ce9703a28_1024x1024.jpg?v=1571578473)
The first set of sketches presented top Claudia No. 6 is the dress
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_8906_27b98c06-046e-4928-a913-71378adef17f_1024x1024.jpg?v=1571578559)
The fabric we chose is gorgeous silky jersey with lycra that drapes just as beautifully a silk jersey but can be washed, comes in rich jewel colours and came within budget. I have used this fabric for wedding gowns as I love how it really does rival the silk jersey without wearing so badly. Perfect for those Gres inspired gowns.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_E5468_2d073e3c-50b2-42ae-ab90-ac3f8218377b_1024x1024.jpg?v=1571578566)
The initial draping, I loved the gathering on the shoulders. This started out too wide (very 40s) this is something we could come back too with sharp shoulder pads though.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5096_9817a4ca-2fd3-4b15-a180-67a6b1a4fa7a_1024x1024.jpg?v=1571578481)
The plunging neckline made this a little more sophisticated and proportioned, I didn't want the dress to be frumpy as many 1940s looks can slip into. It naturally falls together and a low neckline can lengthen the neck for a elegant silhouette on all bust sizes.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5099_da129a7c-5ec3-4b07-bd74-9e63f63ffe26_1024x1024.jpg?v=1571578499)
Finally the sash belt. This is designed to cinch in the waist, effectively like a corset and add detail in the draping and how the tie is tied. There are so many ways to tie this, I will do a style guide soon but Deadly did a great video on instagram @deadlyisthefemale of how to tie it keeping it wide and flat.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5131_1024x1024.jpg?v=1571578542)
The first try ons at the Deadly shop with Scarlett and Claudia.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5129_4456a1ec-60d2-4fb9-ae94-dc605eafbf12_1024x1024.jpg?v=1571578532)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5127_1024x1024.jpg?v=1571578524)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_5120_bd8070ad-ca49-43ac-ab29-f98a98fcb79a_1024x1024.jpg?v=1571578505)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/IMG_E5581_5c24fd38-68dd-455b-8e54-96ab1d755364_1024x1024.jpg?v=1571578582)
Trying it on for size at the old shop. I love the bluey red that is just like Macs Ruby Woo lipstick.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/Claudia_dress_sketch_DITF_a62b7f3e-f6fd-4917-8f7f-f291206d6020_1024x1024.jpg?v=1571578461)
My final illustration of the dress in the Deadly red.
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A3361_1024x1024.jpg?v=1571578455)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A3359_1024x1024.jpg?v=1571578448)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A3318_1024x1024.jpg?v=1571578442)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A3311_1024x1024.jpg?v=1571578437)
![](http://cdn.shopify.com/s/files/1/1450/2858/files/5G4A3308_27023a09-1296-4de7-8ae9-fc6dc2500f22_1024x1024.jpg?v=1571578417)
Behind the scenes photographing the Claudia dress for the deadly is the female website.
![Miss Amy May in Claudia dress](http://cdn.shopify.com/s/files/1/1450/2858/files/claudia7.jpg?v=1572184951)
![alexandra king for deadly claudia dress leopard](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_Claudia_Leopard2_1024x1024.jpg?v=1572185786)
![alexandra king for deadly claudia dress red velvet](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaDress_RedVelvet1_1024x1024.jpg?v=1572185780)
Model Velvet Jones
![alexandra king for deadly claudia dress black gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_Black_1024x1024.jpg?v=1572185772)
![alexandra king for deadly claudia dress black sequin](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_BlackSequin_1024x1024.jpg?v=1572185761)
Model Scarlett Luxe
![alexandra king for deadly claudia dress black velvet](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_BlackVelvet1_1024x1024.jpg?v=1572185750)
Model Daisy Price
![alexandra king for deadly claudia dress pink gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_Blush2_1024x1024.jpg?v=1572185740)
Model Scarlett Luxe
![alexandra king for deadly claudia dress](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_GreenVelvet4_1024x1024.jpg?v=1572185732)
Model Scarlett Luxe
![alexandra king for deadly claudia dress ivory velvet wedding gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_Ivory4_1024x1024.jpg?v=1572185726)
![alexandra king for deadly claudia dress navy velvet](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_Navy1_1024x1024.jpg?v=1572185714)
![alexandra king for deadly claudia dress leopard gown velvet jones](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_Leopard1_1024x1024.jpg?v=1572185703)
Model Velvet Jones
![alexandra king for deadly claudia dress red velvet gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaGown_RedVelvet4_1024x1024.jpg?v=1572185694)
Model Daisy Price
![alexandra king for deadly claudia dress gold sequin gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaSequin_Champ_1024x1024.jpg?v=1572185684)
![alexandra king for deadly claudia dress red sequin gown](http://cdn.shopify.com/s/files/1/1450/2858/files/AK_ClaudiaSequin_Red_1024x1024.jpg?v=1572185668)
Model Velvet Jones
![alexandra king for deadly claudia dress black](http://cdn.shopify.com/s/files/1/1450/2858/files/AKDF_Claudia_Black4_1024x1024.jpg?v=1572185656)
![alexandra king for deadly claudia dress](http://cdn.shopify.com/s/files/1/1450/2858/files/AKDF_Claudia_Green2_1024x1024.jpg?v=1572185645)
![alexandra king for deadly claudia dress red](http://cdn.shopify.com/s/files/1/1450/2858/files/AKDF_Claudia_RedFlutter1_1024x1024.jpg?v=1572185627)
![alexandra king for deadly claudia dress red scarlett luxe](http://cdn.shopify.com/s/files/1/1450/2858/files/AKDF_FemmeFatale5_1024x1024.jpg?v=1572185620)
Deadly Photos by Kevin Mitchell