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NORTHUMBERLAND BORN GENEVIEVE DEVINE WHO SOURCES ITEMS FROM TYNEMOUTH MARKET IS NOW TAKING ON THE GLOBAL FASHION SCENE 19:04, 01 Jun 2025 A Northumberland-born designer who has worked with

the likes of Maya Jama and Dua Lipa is gaining recognition on the global fashion scene alongside her growing team and a thriving studio in London. And now Genevieve Devine has launched a new

international menswear collaboration. Genevieve’s eponymous label, known for its commitment to sustainability, has launched its first-ever menswear capsule in Japan. The three-way

collaboration - with cult British streetwear brand Gimme 5 and Tokyo-based NEXUSVII - features hand-crafted bomber jackets made in her London studio, shipped exclusively for sale in Tokyo.

Genevieve who went to school at Dame Allan’s in Newcastle, before taking a foundation in art at Newcastle College and Fashion Design at Northumbria University, then went on the complete an

MA in Fashion at world-renowned London art school Central Saint Martins. Speaking on the launch, Genevieve said: "This is my first foray into menswear. It’s energising to do it through

a transnational project with two iconic labels. These pieces are streetwear with soul – rooted in my values of craft, care and reuse." But despite her expanding international profile,

Genevieve’s creative identity remains connected to her North Eastern roots. Her signature jewellery pieces including the 'Pearl Spoon' and 'Petit Déjeuner' necklaces are

handcrafted from antique silverware sourced at Tynemouth Market. "When I return home, I go to Tynemouth to see my ‘spoon lady’, she’s really special! There’s something magic about the

materials I find in the North, each one has a story." Article continues below Storytelling runs through all Genevieve’s work. Her garments - sculptural, surreal and slow-made - are

constructed from repurposed fabrics and found objects, imbued with layered histories. This summer she will also launch Devine Baby, a conceptual new collection created in collaboration with

House of Beauty and Culture legend Dave Baby, set to premiere in Tokyo. Her London studio on Durham Road now includes two permanent assistants and recently hosted two fashion interns from

Newcastle. With stockists in London, Rotterdam and now Tokyo, Genevieve’s label is scaling up thoughtfully. She continues: “Fashion often demands constant output but I’ve always created one

collection a year. I want each piece to carry intention, and I never want my work to harm the world." Her bespoke designs are increasingly sought after by stylists and artists drawn to

her sculptural, hands-on approach. Working directly with materials rather than sketches, Genevieve invites clients into a collaborative process resulting in one-off pieces that feel ‘deeply

personal and individual’. Article continues below She has also worked with Dua Lipa on a number of occasions, notably for a Vanity Fair photoshoot and among her standout commissions is a

custom leather chainmail dress worn by presenter Maya Jama on Love Island. Genevieve explained: “Each leather disc was individually punched out from salvaged offcuts and linked by hand in

our London studio." Reflecting on her journey from school in Newcastle to the international fashion scene, Genevieve ended: "At Dame Allan’s, I was always encouraged to be curious

and creative - that foundation shaped everything. I still see each piece I design as a kind of living relic. That sense of story began at home." You can follow Genevieve’s fashion

journey on her Instagram.