The fashion industry is broken. Extremely cheap “fast fashion” brands drown consumers under disposable clothes with arrivals from oversea factories every 2 weeks, while traditional brands present runway collections that will only become available one year later. I think that none of these business models makes sense in today’s digital world, so I chose a different approach.
I decided not to follow the traditional model: I design in the season, for that season.
My designs are sourced and produced in Europe, so that my lead times are considerably reduced compared to traditional brands, while ensuring the highest quality level possible. Then I do not depend on retailers who dictate their conditions to young labels: I sell directly via my own website. This allows for price tags lower than when selling through intermediaries as well as better customer service.
Following the fashion calendar would mean that I do pre-fall, fall, pre-spring and spring collections – with fixed deadlines. For a small team like mine, it would be unrealistic. So instead of doing seasonal collections, I do “projects”. Projects have no season, they are rather centred around a concept that needs to be expressed. One project could be clothing and the next one might be jewelry.
