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'Embroidery
isn't the market I'm aiming at.'The statement that optimises a wide attitude to the world of embroidery. Even on completion of my first ever textile piece created during my foundation course, I had an uneasy sense that I was entering into the land of the 'uncool' and about to lose any future chance of being a respected artist, but embroidery was stronger than my pre-conceptions and almost hypnotically I followed the path to a degree in Fashion & Textiles, an MA at The Royal College of Art in Mixed Media and then my career in the fashion industry. Two years into the working world, I would introduce myself as a fashion designer and only when necessary a textile designer, the idea of being labelled an 'Embroiderer' horrified me. Five years into my career I took on the title 'Embroidery designer' and began to feel comfortable with it, even proud of it.
Eleven years have passed since that first textile piece and my views have matured. Now my 'comfortable' title limits me. So here I am older, wiser, more confident, to say that I am an 'Embroiderer'. This is my medium, whether I am in the design, academic or fine art market.
So back to your question about the negative perception of embroidery 'How do we change it?' I'm positive. It's changing. I took my time battling out my own pre-conceptions but I had help, because the general mood in art and design has become much more open to the use of textiles. Look in the style magazines such as Dazed & Confused, I-D and The Face, the use of embroidery as illustration is evident. In advertising, campaigns such as Harvey Nichols and Comfort have used textile characters to promote their products.
Embroidery
has been in the public eye in the last few years and
no one seems to be complaining. Maybe it is only a
fashion moment, but when the trend fades the negative
pre-conceptions have no reason to return.
Kerry Rudgley