A luxury womenswear designer based in Greater Manchester – whose gowns have been showcased in the current season of hit BBC show Strictly Come Dancing –  has told Insider about her dramatic rise in the fashion industry and how her designs were modelled at the New York, Paris and Milan fashion weeks before her 20th birthday.

Stalybridge’s Chanel Joan Elkayam was this year included in Insider’s 42 Under 42 list for 2023 and in a subsequent roundtable spoke about her fashion industry journey.

“I started my own brand when I was 16, doing my GCSEs,” said Elkayam. “In my head I thought I would have to go down the traditional route of going to university.

“I had that discussion with my mum and said do I need to do that or can I just start a brand now? And she said, if you think you can do it now, then why not. She gave me £200 and said go and buy some fabric and do some designs.”

With the support of her Mum, Elkayam said she “didn’t have any fears”. “I went and bought fabric, drew some designs and did a lame first show.”

“My models were my friends. The audience were mums and aunties. One of the parents put pics on Facebook and somebody from a local paper saw them and thought it was a good story that a 16-year-old had started their own brand.

“I then got invited by Manchester Fashion Week. I showed the same collection and there was actual people from the industry there, proper models and stylists and I got a standing ovation which was emotional.

“A photo journalist called Charles Davies uploaded the pics to a stock image agency. Paris Fashion Week contacted me and asked me to open the show. They didn’t know I was 17 and when I got there they were surprised. I look young now but at the time I looked about 12!

“I got my first sale there as a Russian lady asked to buy a dress. I didn’t know what to charge her so I told it was £1,000 and she said fine and bought it.”

Elkayam, who has also been listed in the Forbes 30 under 30 list, then showed in Milan Fashion Week and New York.

“I showed in all the fashion weeks before I was 20. I think I was the youngest in the world to do that.”

Currently hitting the headlines for the clothes she designed for Strictly contestant Zara McDermott, Elkayam’s work is often based on figures and styles from history: “My New York collection was based on the first female pilot.

“My Milan collection was inspired by my grandma as she passed away that year. It was based on her life journey. She ran away from Libya from the Nazis, ran away to Israel and started a life there and met my grandad who’s from Morocco. So it brought in different cultures and military themes.”

Elkayam said it is important to keep contacts and she has been helped my many people along the way. “Absorbing everything on the journey is so important.”

She added: “I specialise in luxury women’s wear and accessories, and have a few men’s bits. We sell through personal stylists who work in places like Selfridges and Harrods.”

For more than 30 years Insider has selected 42 entrepreneurs aged 42 or under and championed them.

The list recognises the top North West young business talent and this year features individuals from a wide variety of industries.

The full 42 Under 42 roundtable piece, which is sponsored by Kuits Solicitors and UBS, is included in the current issue of North West Business Insider, out now