Last week rumours swirled the blogs that Emma Cook was the latest designer to be hit by the recession, forcing her to close her 11-year-old eponymous fashion label. Those who are big fans of her mainline collection, or who have discovered her through her collaborations with Topshop, bowed their heads in mourning for another great talent beaten by the credit crunch. But today we have discovered that it's nonsense. Hurrah! Speaking to the Independent newspaper, Emma reveals that while she isn't planning another catwalk show during London Fashion Week, her label is very much alive, it's just changed direction. 'I don't know anyone who can pay £700 for a dress,' she says. 'I know lots of people who can pay between £200 and £300 though, so it makes sense to design for them.' Emma is going back to her roots of making cool clothes for cool girls at prices they can afford. Forget the £2,000 she used to charge for dresses, and think instead of a price point more similar to Marc by Marc Jacobs or See by Chloe. 'I have decided to focus on making my clothes more affordable from now on. I spent the season working out ways to halve my retail prices.'
And her publicist has now confirmed to GraziaDaily that Emma is returning to her roots and creating collections at prices that she really believes in. 'She will be looking to her archive of prints and shapes for inspiration and reissuing some key pieces,' he told us this morning. 'This is what she always wanted to do, she never intended to become a high-fashion label, but that's just where it took her. Now she is paring it back a bit.' This week Emma is shooting her lookbook for the S/S 2010 pre-collection and working on the mainline collection which will also be sold at the lower price. Meanwhile she will continue to collaborate with Topshop on her popular collections.