The British businesswoman who’s made millions creating jeans and underwear to fit all sizes


In 2001, aged 19, she landed an internship at Gucci, which eventually led to a job at Inca Productions, which produced fashion shows and PR events. “I started in show production at a time when British fashion was on fire with designers like Mary Katrantzou, Christopher Kane and Giles Deacon, and I was doing sponsorship deals for them [and] partnerships with high street brands,” she told me. “London designers had to hustle. The support systems just weren’t there. Which was amazing training for me. I learned what is actually needed when starting a business – not just creativity, but the funding, strategy, marketing and running of the business.” 

In 2012, she married Jens Grede, no slouch in the marketing department himself, having co-founded fashion advertising agency The Saturday Group (now named Wednesday Agency) in 2003 with business partner, Eric Tortensson. In 2012, the duo launched the denim brand Frame, whose supermodel associations propelled it to stardom much as Khloe Kardashian has fuelled the success of Good American.  

Since moving from Bloomsbury, London, to Bel Air, California, in 2017 (they also bought Brad Pitt’s former Malibu holiday home for a cool $45 million last year), the Gredes live a gilded life. While Jens’ Instagram account is set to private (he’s frequently referred to as a “self effacing Swede”), Emma’s documents her love of cooking in her gargantuan kitchen, her extensive designer wardrobe, famous friends (Barack Obama, Kamala Harris, all the Kardashians) and four young children. It also documents her charity work. 

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