FOR designer Danni McWilliams, sewing is in the genes.The 25-year-old has been obsessed with fashion since being influenced by her mum Alison's love of making clothes.

But it took Danni, from Cumbernauld, until the start of this year to finally take the plunge and begin work on her debut collection.

Homegirls is heavily influenced by the gritty streets of Glasgow, mixing laid-back sports luxe pieces and minimalist mini dresses with stand-out accessories, such as a black faux fur stole.

Danni, who also works in city clothing store Aspecto, said: "I've always been obsessed with fashion. I used to make all my dolls clothes.

"My dad's really into fashion, too, and my mum used to make me clothes.

"When I was younger my family had a baby clothing company so my auntie's house in Springburn had a room full of industrial sewing machines.

"I used to sit in there and get strips of fabric and make things out of it.

"My gran used to knit, too... it's just what we've always done."

The family's love of designing has contributed to another star in the Scottish textile world.

Danni's cousin Nikki McWilliams runs a successful cushion-making company, inspired by her love of British culture, especially the tea break.

Her biscuit designs include a screen printed Tunnock's Teacake cushion.

Danni's inspiration is also homegrown.

She said: "Homegirls was based on girls who can be frightening.

"I took a lot of inspiration from Mexican girl gangs who mix their traditional style with American subcultures.

"But it was also to do with spending a lot of my childhood in Springburn.

"Growing up I always used to see girls who were wearing tracksuits and hanging out with boys. Everybody wanted to be them."

The lookbook showing off her collection was shot in Cowcaddens by city photographer Kirstin Kerr because it was "distinctly" Glasgow.

Galashiels' Heriot Watt graduate Danni said: "How you're brought up and where you spend your time influence you heavily.

"Glasgow's got a real grittiness to it. I love that. It feels like home but it's slightly on edge at times."

A call from cousin Nikki last year helped launch a series of events that saw Danni push ahead to start her own clothing line.

"Nikki had noticed a Scotland Re:Designed competition and said I should enter," Danni said.

"It was the last day of it but I entered anyway and ended up winning a place and getting money to make my outfit."

Danni's pale blue taffeta floor-length sleeveless dress was displayed at the Lighthouse.

She then began to do some print work and ended up customising a 90s Levi's jacket, that belonged to her mum, and giving it to the female lead singer of American pop duo Sleigh Bells.

Danni said: "I gave it to a bouncer at a gig in Glasgow and she came on stage asking who made it. She's supported me since then."

Danni has also been creating stage outfits for Glasgow singer/songwriter Laura St Jude.

The star has worn a customised black dress with feathers and Swarovski crystals by Danni, as well as a custom-made, floor-length red velvet dress.

Danni is in the middle of making a jumpsuit for the up-and-coming star.

"Laura St Jude is an amazing singer so I was really happy to work with her," said Danni.

"She carries everything off so well."

At the beginning of this year Danni secured a spot in a studio in West Regent Street, above the Rig Bike Shop.

She made all her pieces by hand and showcased them at the Arches Nightwalk fashion event in April.

Danni said: "That was the first time anyone saw the whole collection.

"I had so much nice feedback from that, which was really encouraging. I was so nervous to show it all."

This Saturday, Danni will celebrate the launch of her first studio at the Rig Bike store.

She is working on a collaboration with a Manchester-based jewellery designer Ciara Clark and will continue to build her brand.

The designer has only one rule for people who buy her clothes.

"Wear it how you want to," she said. "I love seeing people on the street doing something different with their look.

"So you can do what you want with my pieces."

n For information on how to buy Danni's designs and for the full credits of her lookbook visit www.dannimcwilliams.blogspot.com or marketplace.asos.com/boutique/danni-mcwilliams-studio

rachel.loxton@eveningtimes.co.uk