Feature from Sunday Express 'S' magazine 1-7 July 2001



Amie Powell, 18, might be the new face of Tommy Hilfiger, but she won't let it go to her head. After all, fame runs in the family...

Words Eilidh MacAskill Photograph Stephen Glass

Cheekbones, dark bob, full lips and long, long legs. There's always something to remind you that Amie Powell - this gangling beauty who bursts into a London cafe carrying a Spanish magazine so she can "brush up" before her A levels - is the daughter of Sixties singing star Sandie Shaw.

"I can't wear heels," announces Amie. "I am 6ft already, so I'd look like a bit of a tree."
Not that she minds her height. It is rather practical for a girl about town. Amie likes being able to "see over the top of people's heads in bars" - but she does lament the weedy height of the average man. "It is just useless," she says.

Camouflaged today in a borrowed parka and 99p gold hoop earrings from C&A, Amie is dabbling with modelling on a shoot for American designer Tommy Hilfiger. Like a natural fashion pro, she admits to being a fan of the label. "I do like Tommy. I was impressed when I saw the collection," she says tugging at her light blue Hilfiger T-shirt, worn over a yellow bikini halterneck top. "I am like a walking plug for Tommy now, which is really funny."

 

Amie talks with the easy confidence of a girl who's grown up with celebrity. Hardly surprising, because in her time there was no one more famous than Amie's mum. Plucked by Adam Faith from her job on Ford's Dagenham production line, at 17 she was topping the pop charts. Then, in 1967, she brought home our first ever win at the Eurovision Song Contest, with Puppet On A String. There are some women who personify an era - and Sandie, now 54, seemed to embody the breezy, barefoot sexuality of the sixties.

So what was it like to grow up as the daughter of a cultural icon? "I guess we were encouraged never to be starstruck in front of people, and I don't really remember famous family friends," says Amie. "But I realised my mum was famous when she kept getting recognised in petrol stations and supermarkets and I wouldn't understand how these people knew her name."

There were moments of pure magic too: Amie remembers dancing with her mum on stage when she was just eight years old. "It was during an Aids charity gig. I remember being on stage with her and hiding behind the speakers and doing my own little dance with her."

Despite her natural charisma, Amie is appealingly down to earth. Dressed in Miss Sixty jeans and well-worn trainers, she isn't one of those terrifying It-girl teenagers who mix Marc Jacobs with Gap and are personally acquainted with Chanel couture.

"I can't really afford to do designer," she says. "i am a student. I like Hennes and Topshop. You can go in with a tenner and come out with ten bags. And I am too lazy to buy vintage, but i am a binge shopper. I don't shop for six months, then I find myself in Oxford Circus and I am like, 'I must spend money'."
"I realised my mum was famous when she kept getting recognised in supermarkets. I couldn't understand how these people knew her name"
However, we are probably talking a few tenners here or there. Amie loves the woven leather bags by hip Italian label Bottega Veneta (she admits she can't pronounce the name) but she balked at the £780 price tag. "I was like, no way."
Surely Sandie must have a few Sixties pieces just waiting to be borrowed? "Mum is quite protective about her wardrobe. I do have a few good hand-me-downs but most of it is in storage. I would be in real trouble if I went near it. I think she copies me actually. i really think she does."

Amie's favouite nightclub has no door policy, a great gay night and plays "old Madonna tracks and really stupid music that you can actually dance to." It sounds like a great night out - so what would she usually wear? Amie pauses. "I'd still be in my jeans and trainers but I might make an effort with my top half. I can never wear a mini skirt. I look so gangly."
Although she has linked up with Hilfiger (she's the perfect Tommy mix of athletic, youthful freshness), Amie fell into modelling only through a family friend who works in the business. She certainly didn't grow up wanting to be a Kate Moss. Ambivalent about the modelling game, seeing it as 'something to take the pressure off A levels and make a bit of money", Amie doesn't even read fashion magazines. "There is just so much more that I want to do."

Might that include following in her mum's bare footsteps?
" I might sing in the shower," she laughs. "But mum is too hard an act to follow. Music is not my scene at all."

Neither, these days, is it Sandie's. After the hits dried up, and her first marriage (to fashion designer Jeff Banks) ended, there was a period of soul-searching and finacial hardship. She remarried, to film producer Nik Powell (Amie's dad) and trained as a counsellor. In 1994 she opened the London-based Arts Clinic, which helps those in creative professions to deal with the pressures of fame.

There is certainly no pressure on Amie, from either of her parents, to take a particular path in life. Sandie and Nik are very protective of their children: pictures of the family are rare and Nik even walked Amie to the interview. Sandie and Nik are divorced but custody is amicably split between them. Amie and her brother Jack, 16, divide their time between Bedales school in Hampshire, Sandie's home in Oxford where they go to "chill out and watch TV", and their father's place in Maida Vale, West London, where they party and shop.
What about following her father into the film industry, either in front of or behind the camera? Amie seems more enthusiatic about this idea, although she's reluctant to pin down her dreams with anything as dull as a career plan. " I have thought about that," she says, "but really I shall see."

With a gap year streching out tantalising before she begins her Spanish Studies at Leeds University (apparently it has the best night life), Amie is more interested in making money in the short term. Due to tour Cuba, Mexico and Peru with a friend, she needs to pull in some cash before she leaves in January. She is toying with the idea of making jewellery, after taking a course at Bedales.

A modern-style ring sits on her finger - "a present from Mum, I lost the other one on the dance floor, I was so, so upset" - and makes the odd wrist cuff: "I twisted coloured wire through perforated metal. It was so wicked." But also in her endearingly pragmatic way, she is planning to hit a local supermarket for shelf-stacking shifts. "It sounds funny but they are offering £9 per hour. What else am I going to do on a Sunday night? I may as well be stacking beans. And besides, " she laughs, "I have height on my side."




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