When you ask London based designer Fee Doran why she decided to design under the name Mrs. Jones, the answer is really quite ordinary. It has nothing to do with forbidden affairs or secret longings and imagined rendez-vous under the stars like the famous song, “I married a Mr. Jones and it made sense at the time- plus I could see in the future I could develop the brand into Mrs. Jones- At Home With Jones’ etc the potential could be endless!” And the potential has proved to be endless and boundlessly fantastical in its own unique way.

Mrs. Jones has been at the heart of the fashion and music industry for the last twenty years. Fee dabbles with the aesthetics of theatre, art and the modern and past pop cultural influences of various decades to create prescient collections of enigmatic, whimsical, slightly left of centre pieces, whose subtle charm makes them entirely irresistible to those with a bold sense of style and awe inspiring to those with a more conservative look.

So costume designing was only a hop skip and a jump away when the music industry came calling in the early days of the label. Fee was one of the original designers to take the lyrical and make it into an equally affecting visual experience.

Mrs. Jones has been the label on the inside of the collars of some of the most memorable ladies and gentlemen of the music industry, who were the crowning glory of costume drama long before Lady Ga Ga burst onto the scene. Fee has dressed Madonna, Kylie Minogue, The Scissor Sisters, The Killers and most recently Pixie Lott, Florence and the Machine, Rihanna and GoldFrapp.

Her venture into the music industry began one day in a little market called Portobella in London when she was introduced to Duran Duran and the rest you could say is history, literally.

Of the importance of costume Fee says, “It is important that clothes match the music, because fundamentally they are one. I listen to the music and then work with the artist to come up with a look that matches the sound.” As for the recent theatrical fashion forays in the music industry Fee informs us it’s nothing new.  “It’s cyclical, it’s like almost every 10 years it’s time to dress up again, then people have so much of it that, that they rebel by going back to plain grey jeans etc. It just so happens that I’m still here form the first time of doing it!”

And the second time round is certainly not looking any duller for the self -confessed disco diva, undercover old funk rocker and daughter of a folk singer and seamstress. Fashion and music are in her blood literally and the modern day music makers are certainly not immune to the overtly colourful charm of Mrs. Jones.

Rihanna recently selected a piece from Fee’s collection Folkfarien that she created at least ten years ago, while Florence, of Florence and the Machine, has been sporting her most recent collection Backstage, proving that what’s old is indeed new again when it comes to the stage and that Fee is still the queen bee when it comes to creating the most memorable outfits on and off it. ‘Backstage’ is a rambunctious kaleidoscope of prints from tribal on a trip and animal antics teamed with polka dots, spray painted patterns and graphic monotones, all set alongside each other on neon fabrics.

It has to be said though, that like the song, there is more to Mrs. Jones than the lyrics, Fee has also collaborated with other visionary designers including Giles Deacon and Fred Perry and most recently accessories designer Tatty Devine. As the figure-head of London’s Oxfam D.I.Y project she created a wearable borderline couture collection from second hand clothing and turned the Camden store into an Alice in Wonderland haven and now she has opened her very own fashion fantasy haven, fittingly named The Emporium.

Fee is a creative force to be reckoned with. She grew up with the children’s book character Mr. Benn as her hero and Mrs. Jones really is an adult version of his varied fantastical adventures. Stepping into Fee’s world is exactly like being Mr. Benn, putting on a costume, becoming a character and being handed the power to unlock a hidden universe of magic.

Tangent stepped behind Fee’s magic changing room curtain for five minutes to see what Fee’s universe was really like.

Tangent- What has been your favourite collaboration so far?

I really love all of them to be honest. Each one as I’m working on it feels like the best thing I’ve ever done. But I suppose I feel most proud of the work I did for Oxfam.

Tangent- You just opened your new store, which looks like quite the flamboyant environment can you tell us how you decided on the interiors and other designers and artists to include?

The recipe for the interior is the same as my clothes, crazy colour and texture meets graphic black and white with a healthy dose of humor.We stock what we are passionate about, and that’s pretty much how it works!

Tangent- What do you hope people will gain from having access to such a space?

They will be wowed by the colour & texture and basically be inspired!

Tangent- What music can we expect to hear inside this visually loud space?

Anything from Juis Suis un Rock Star, to Grace Jones, to Red Indian Funk with a bit of dubstep and modern pop thrown in, all mixed by secret DJ elves we have locked away in cupboards, in a way you’ve not heard before…

Tangent- You most recent collaboration was the accessories line, with Tatty Devine can you tell us about the collection and how the pieces evolved?

I’ve had a book called Impache! for years. I’ve loved it for a long time but it seemed to really inspire me recently, hence Inca, and Aztec inspired pieces, with a typical Mrs. Jones twist to them…

Tangent- How would you describe your own personal style? Are you as colourful as your designs?

Back in my Peking duck period, I was into hooded purple robes and the most outrageous outfits and crazy heels, but these days working, being a mum with a kid, dog, cat and house to look after I go a little more for comfort. I do love my leopard skin though. More than anything it’s not what I look like anymore- I’ve become unselfish and let go a little bit otherwise I wouldn’t have time to make everyone else look good!

Tangent- You’ve ventured pretty far and wide in your creative journey so far, what’s next?

Hopefully more of the above but with bells on!