My collaboration with Lulu Guinness: Q&A with Emma

Step into the fantastical world behind the Lulu Guinness x Emma J Shipley collection. Inspired by the extraordinary biodiversity of Costa Rica's Osa Peninsula, the collection brings together Emma's intricate hand-drawn illustrations with Lulu Guinness's iconic craftsmanship to create a range of statement handbags and accessories rich in colour, character and imagination.

In this exclusive Q&A, Emma shares the inspiration behind the collection's magical cast of creatures, from elusive wild cats and sloths to butterflies and fantastical hybrid animals, and reveals how her travels, sketches and observations of the natural world evolved into a richly detailed print. She also discusses her creative process, from pencil drawings and digital colouring to the final finished designs, as well as the shared appreciation for craftsmanship, quality and playful design that made the collaboration such a natural fit.

Discover the stories behind the collection, the joy of escapism through fashion, and how a sense of wonder, adventure and curiosity has been woven into every piece.

Q - The new Lulu Guinness capsule collection feels playful, glamorous and richly detailed all at once. What was your starting point creatively when designing the print?

A - "I travelled to the Osa Peninsula in Costa Rica; one of the most biodiverse places on Earth, and was really inspired by the wildlife and sense of magic that exists there in the rainforest. I wanted to capture that other-worldly quality and a sense of wonder for the natural world." - Emma

A - "I always add elements of fantasy and fairytale to my designs, so monkeys with butterfly wings and puma tails turning into foliage came naturally as I drew the design by hand. I wanted to create a design that felt like stepping into another world, somewhere where the rules don't quite apply." - Emma

Q - Your work often combines fantasy, storytelling and nature in such an intricate way. Were there any particular references, places or creatures that inspired this collection specifically?

A - "I had to feature some of the beautiful and elusive cats from the region, including the puma and ocelot. I saw many of the animals in person, such as the sloth, white-faced capuchin monkey, blue morpho butterfly and more, and took my own photographs which I sketched from later.

I want the person looking at it to feel they’re discovering a magical new world, and the longer you look, the more you find." - Emma

Q - There's a real sense of escapism running through the designs. What draws you to creating these immersive, almost dreamlike worlds?

A - "I think we all need somewhere to escape to and to spark our imagination. My fantasy worlds are places I would want to inhabit - full of curious creatures, rich colour and dramatic beauty.

I think when you wear or carry something that transports you even slightly, it changes how you feel walking out of the door and sparks joy!" - Emma

Q - How did you approach balancing your signature aesthetic with Lulu Guinness' instantly recognisable sense of humour and personality?

A - "It was actually a very natural fit. I first met Lulu at her beautiful house and we have a shared passion for colour, textiles and whimsical details. We also both have an appreciation for quality and craft, which has really come through in the collection.

Combining my hand-drawn designs with the cleverly and beautifully crafted bags by Lulu has created a unique and striking collection that is a combination of both our worlds." - Emma

Q - The collection spans practical everyday pieces as well as travel styles. Did you imagine a particular woman, mood or journey while designing it?

A - "I kept thinking about a woman who moves through the world with a real sense of adventure - she’s not dressing for anyone else. She might be going somewhere far-flung and exotic, or simply making the school run feel extraordinary.

I love the idea that a bag can do that. The travel pieces especially felt like they should have the energy of someone who collects experiences and loves exploring the world." - Emma

Q - Your illustrations are incredibly detailed. Could you talk us through your creative process — from initial sketch to finished print?

A - "Everything starts in pencil on paper, at quite a large scale. I do a rough sketch first to establish the composition, then work directly onto a large sheet, building up the drawing in layers - lighter tones first, then layers of shading.

I invent a lot of the detail as I go rather than planning every element. A finished drawing can take a couple of weeks or more." - Emma

A - "Once it's complete I have it scanned and then I colour it digitally, which is another significant stage - I can explore many colourways from a single drawing while keeping that hand-drawn quality completely intact. Then it's made print-ready depending on the material." - Emma

Q - What's your studio like? Is that where you prefer to work?

A - "I have a studio/office space in Shoreditch and I do a lot of my work there, although I tend to do my actual drawing at home, where I have a big drawing table, my reference books, photographs, and my cat helpers! I'm quite tactile in my thinking - I need to be able to touch and pin and rearrange my mood boards as I work on a new drawing." - Emma

Q - Colour plays such a strong role in your work. What made you gravitate towards this rich, jewel-toned palette for the collection?

A - "I wanted a colour palette that felt fantastical and surreal - jewel tones feel also always feel luxurious to me. I felt the unnatural colours also suited the Lulu Guinness brand - it’s joyful and whimsical rather that too serious.

What’s not to love about an electric blue puma and a turquoise bat?! Colour is always the last stage of my process but in many ways it's where the whole thing comes alive." - Emma

Q - There's a wonderful mix of sophistication and playfulness in both your work and Lulu Guinness designs. Why do you think fashion and accessories should still feel fun?

A - "Because life is too short and too precious to take it all too seriously. I genuinely believe that joy is a legitimate design intention. Some of the most enduring, beloved objects in design history have that quality: they make you smile.

With accessories especially, you're making a daily choice about what you carry into the world, and I think that choice should give you some pleasure every single time." - Emma

A - "Something I love about Lulu’s bags is that (as well as looking great) they’re so practical. I love having this practicality combined with my fantastical designs - I think all of the bags in the collection are styles people will use and enjoy daily." - Emma

Q - What do you hope people feel when they wear or carry pieces from this collection?

A - "A little bit transported and inspired. Like they've got a secret world tucked under their arm.

I want someone to pull out this bag in a meeting or at a restaurant and have someone across the room lean in to look more closely - and then the two of them to have a conversation. That's the magic of a really great print!" - Emma

Q - Finally, what's inspiring you creatively right now — whether in art, travel, fashion or nature?

A - "Right now I'm very drawn to prehistoric creatures, the sheer strangeness of life on Earth before humans arrived.

There's something humbling and thrilling about it in equal measure, and I think it'll feed into the work in ways I can't entirely predict yet, which is exactly how I like it to feel." - Emma

New In

Shop By Category

Shop by Room

Emma's World

My collaboration with Lulu Guinness: Q&A with Emma

CONTACT US

Are you in the right place

Choose your location

My collaboration with Lulu Guinness: Q&A with Emma

Shop The Full Collection Now

Join the Pack...