“In 2018, while working on a youth programme, I realised the critical need for clothing that fits extra-petite and short-stature bodies,” Dewey says. “At just 22, I launched the initial Dewey collection while pursuing an Enterprise Diploma at UAL [University of the Arts London] and working full-time. When I later debuted Dewey at London Fashion Week in September 2022, the collection went viral, gaining significant media recognition and over 100 million views.”
For Dewey, this was one of the most rewarding moments in her business journey so far. For four intense weeks, she sewed tirelessly to meticulously craft 10 looks. “On the morning of the show, nerves fluttered in my stomach. I hadn’t had a chance to fit the models beforehand, and uncertainty loomed over whether the pieces I had poured my heart into would fit perfectly,” Dewey reflects. “After a nerve-wracking but ultimately successful fitting session, reality set in. Dewey was about to make history as the first UK fashion brand to feature five female models under 4’2” on the runway, adorned in bespoke bridal and occasionwear. As they strutted down the catwalk, their radiant smiles mirrored the thunderous applause and cheers from the audience.”