Frost French

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Frost French
Privately held company
Industry Apparel
Founded 1999
Headquarters London
Key people
Sadie Frost and Jemina French
Products Clothing, Accessories, Lingerie

Frost French was a British fashion label established in 1999 run by the British movie actress Sadie Frost and Jemima French.[1]


Frost French was created by Sadie Frost and Jemima French, who have been friends since they were fifteen. The fashion label began in London as a design based studio in 1999.[1] At first the company sold only knickers and lingerie, later expanding to a full women's wear collection.[1][2] The company had an Autumn/Winter debut show, which featured Kate Moss's strip tease, on 17 February 2001 at the Duke of York's Theatre in the West End of London.[3]

During the London fashion week in 2003, they named their show the "Frost French Tea Party" at Regent's Park Open Air Theatre. After the exhibition ended they hosted an afternoon tea party in collaborated with the Tea Council of Great Britain.[4] In 2004, they won the Elle Style Award for "Best British Designer".[5] In 2006, Frost and French appeared as guest judges on Project Catwalk's season 1, episode 2.[6] In September 2007, Frost French opened a boutique store in Islington, London.[7]

The fashion label fell into administration due to £4.2 million worth of debt in 2008 until John Jaokim, a Norwegian film producer and a property investor, bailed out Frost French by investing in the company. John Jaokim joined the board of directors after helping the fashion label financially.[8][9] In 2009, they sought help from sales agents to reposition their brand and improve product distribution.[1] In the same year, they decided to open their second boutique at Soho in London. The fashion label designed their second store to reflect the playful aesthetic side of Frost French.[10]

Although Frost French recovered in 2008, the company continued to face troubles in 2010 as they suffered a £500,000 loss. Also, John Jaokim and Dominic McVey had resigned, as directors, leaving only Frost and French. Their Spring/Summer 2011 collection was discontinued. Frost and French blamed the management team and the label's strategic direction when the company officially went out of business in 2011.[8] As a result, all of Frost French's stores in Islington and Soho had closed down.[11][12]

After the company disappeared, Frost and French continued to design lingerie, swimwear, and nightwear for the company's sister brands Floozie and Iris & Edie. Early in 2014, the owners gave an official statement of Frost French's plans to relaunch the company. The fashion label said that the relaunch would happen around September 2014 with the first design meeting being held in February 2014.[11][12] As of 2016, the label has not relaunched, but continues to live on under the Floozie by Frost and French brand.[13]


Frost French described their products as: "classical with a twist of pop." According to the designers, their clothing appeals to the likes of a youthful London girl.[1] They originally produced knickers for women, but they expanded their product line to a full women's wear collection, which includes coats, dresses, lingerie, shirts, and accessories.[2] They have collaborated with Peugeot, GHD, 17 Cosmetics, and Olay in a variety of projects.[14] They also had a contract with Liptons and they sold lipstick-stained teacups, which was an activity for their 'drink gorgeous' campaign.[15]


  1. ^ a b c d e Craven, Jo. "FrostFrench". Vogue. Retrieved 28 March 2014. 
  2. ^ a b Moore, Booth. "In London, spurning runways for the real deal". Los Angeles Times. Retrieved 31 March 2014. 
  3. ^ Alexander, Hilary (18 February 2002). "Moss kicks off her clothes for Fashion Week". The Daily Telegraph. Retrieved 5 January 2016. 
  4. ^ Mills, Simon (5 July 2006). "Simon Mills on the delights of afternoon tea". The Guardian. Retrieved 5 January 2016. 
  5. ^ "FrostFrench new formation". FashionUnited. 6 August 2008. Retrieved 5 January 2016. 
  6. ^ "Project Catwalk – Season 1". CBS Interactive Inc. Retrieved 30 March 2014. 
  7. ^ elleuk, elleuk. "Frost French Opens First Store". Retrieved 28 March 2014. 
  8. ^ a b Davies, Barabara. "Sadie's frosty outlook: A struggling fashion business, debts piled high and an acting career that never quite got off the ground". Retrieved 28 March 2014. 
  9. ^ Santi, Ana. "Rescue deal saves FrostFrench". EMAP Publisher Ltd. Retrieved 30 March 2014. 
  10. ^ Bumpus, Jessica. "Town Bound". Vogue. Retrieved 28 March 2014. 
  11. ^ a b Milligan, Lauren. "Sadie And Jemima on the FrostFrench Relaunch". Vogue. Retrieved 28 March 2014. 
  12. ^ a b Sowray, Bibby. "Sadie Frost and Jemima French to relaunch FrostFrench". Retrieved 28 March 2014. 
  13. ^
  14. ^ "Boots 17 ties up with design duo frostfrench". Haymarket. Retrieved 1 April 2014. 
  15. ^ Alexander, Ella. "The FrostFrench Show". Vogue. Retrieved 30 March 2014.