Is It Possible For Virtual Fashion To Break The Harmful Cycle Of Impulse Buying?

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During the pandemic, the fast rise of e-commerce platforms increased unplanned spending and impulse purchases. As virtual clothing gains popularity through apps and video games, people may now gratify the urge to buy new items without straining their finances and with minimal environmental harm.

Internet spending continued to set new highs despite increased unemployment and economic difficulties during the pandemic. For example, the share of retail transactions conducted online in the United Kingdom increased by 16% in February 2021 in a single month.

This contradictory behavior may be attributed to people seeking relief through retail therapy, as the pandemic has reportedly increased feelings of anxiety and sadness in young adults by 30%.

With a recent study reporting that 50% of respondents are interested in purchasing a digital asset in the coming year, online spending habits may change again due to reduced financial and environmental costs.

Digital wardrobes substitute traditional shopping

However, alongside an increase in online shopping, lockdowns also accelerated the rise of digital fashion as people turned to online worlds for interaction with other humans. Mainstream clothing trends are becoming increasingly prevalent in video games and apps —  including big-name designers like Louis Vuitton or Moschino experimenting with digital collections.

Virtual clothing pieces come at a fraction of the financial and environmental cost of physical items, meaning people may still experience the gratification of shopping with minimized harm.

“The biggest difference between video game styling and real-life clothes shopping is longevity. The fashion industry and brick and mortar fashion stores need to constantly push the cycle of styles, whether it is seasonal or fad-related; it is in their best interest to retire an old collection and push new inventory to the shelves,” said Povilas Katkevičius, game designer at Nordcurrent, an international developer and publisher of mobile games.

“Video game styling does not require this. Of course, we need to create new items because novelty is always exciting and interesting, but we do not need to retire our collections. We have endless shelf space in the virtual world in which old and new styles can mix into our players’ creations,” he continued.

Replicating real-life purchases virtually

Apps and video games that present a high level of character customization and can replicate real-life shopping experiences present new opportunities to satisfy the impulsive want to shop in a consequence-free environment.

“Pocket Styler, which allows players to dress their avatar using items from an extensive catalog of designs, can provide players with the satisfaction of purchasing a new item without needing excessive financial means to do so,” P. Katkevičius explained.

“When designing the app, we studied real e-shops to mimic a smooth and recognizable user interface. As such, it contains a wide range of styles, clothing categories, and accessories that can be purchased through the in-game currency. Despite not receiving a physical item from purchases, a lot of the instant gratification for our community comes from the styling itself,” he explained.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such games as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half-billion players worldwide.

This article was sourced from a media release sent by Lukas Pereckas of blueoceanspr.com

Introducing The Brand Behind The Cover Of The July 2022 Issue Of Sassy & Co: Rootless Fashion & Accessories

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Based out of Germany, the concept behind Rootless Fashion & Accessories was established in 2012 when Thorsten Weingaertner, its founder and CEO, decided to create a brand that seamlessly blends his love for the outdoors and stylish utility. He wanted to establish a connection between outdoor enthusiasts, sports lovers, and fashion enthusiasts. Although he was running a premium camper manufacturing company at the time, fashion has always been at the back of his mind since he has always been very enthusiastic about fashion. When the idea of ​​starting a fashion label eventually entered his mind back in 2012, he decided to go with his gut and instincts and pursue his passion for fashion, and thus, Rootless Clothing was born.

Rootless has become synonymous with the effortlessly cool men and women who need to maintain an athletic yet wearable wardrobe that can drive an unconventional lifestyle full of adventure with a hint of attitude. Their debut collection, “Rules Breed Rebels,” carries a new millennium of urban wear for everyday men and women with an emphasis on slick and purposeful design. Rootless designs are ones that make a statement through a monochromatic swath of essential pieces that can work well together on stage, on the streets, or even in the mountains to flatter and empower their clients. It caters to men and women who showcase effortless style – very slick… and very cool! The brand also supplies striking gear like gym bags, watches, and even shoes, along with fantastic threadwork to support the client’s next conquest.

Born in Germany in 1988, Thorsten is a fashion enthusiast who combines the best materials in his creations at the most reasonable price – creating a timeless approach to urban wear distinguished by compelling threadwork, luxurious materials, and couture-quality attention to detail. He is poised to change the perception of urban wear into something truly unique and irresistible. Rootless also aims to champion freedom seekers who inhabit unique quarters of society, driven by a passion for fashion and a need to defy archaic systems.

Sassy & Co magazine recently caught up with Thorsten to discuss Rootless and here’s what went down:

Please tell us your full name and something about yourself.

My name is Thorsten Weingaertner; I was born in 1988 in Germany and am the CEO of Rootless Fashion & Accessories (www.rootless.fashion). I’m a fashion enthusiast and lover. I love designing clothes with my team and then bringing the designs to life! “Rules Breed Rebels” is not just a collection name; it’s actually a lifestyle.

How did you get started with Rootless Fashion & Accessories?

My team and I actually came from two completely different directions before Rootless was born. We ran an individual premium camper manufacturing company that can convert vehicles individually at the customer’s request. Fashion has accompanied me for years because I am personally very enthusiastic about fashion. However, the idea of ​​a fashion label as a second mainstay came up quite early after founding the first company in 2012. Since then, we have been designing and building the brand. Last year we decided to finally launch the brand and get started. We wanted to create a connection between outdoor enthusiasts, sports lovers, and fashion enthusiasts. All this is paired with premium quality, understatement, and rebellious design. In addition, there is also our extensive range of accessories, which are always designed to match our fashion. Rootless is rebellious/new/black & white/stylish, made of the highest quality at a reasonable price. Our debut collection, “Rules Breed Rebels,” definitely reflects these characteristics. We are here to shake up the fashion industry and make a statement!

What do you want to achieve personally with your brand?

Just like any other entrepreneur, I want to establish a successful company that will not only revolutionize the fashion industry but also gives our customers a lot of satisfaction. We want our customers to be happy and satisfied with our products so they will always keep coming back for more.

What is the industry doing right?

The industry is now doing some things right. It’s not just about size zero now; it’s about fashion for everyone. In my opinion, moving away from fast fashion is very important. Customers are giving more importance to quality, and the industry is adjusting quite well accordingly.

What has been the biggest hurdle you have faced as a fashion brand?

I think that’s essentially the reach of being known as a brand. Especially as a start-up, there is often a lack of funds to finance this reach. Magazines/influencers are usually too expensive, so the road to getting to the right people is quite rocky. However, I think you can achieve a lot if you have the time and enthusiasm. In my case, I have never given up on my vision and belief in my products, so we have been able to land amazing collaborations moving forward.

What steps is your brand making to ensure the process is as high-quality as possible?

Compare-Compare-Compare! First, the manufacturer is important. Because if your manufacturer is no good, you are often left with empty promises. Secondly, comparing and studying other manufacturers is the best way to get the best fabrics and the best possible quality. We have had countless samples created by numerous manufacturers to ensure the quality of our products and get the best possible result for our customers.

As you see it, what are the main issues in the fashion industry today, and how does your brand subvert them?

A lot is going towards completely overpriced or, in return, too cheap fast fashion. We had to find a good middle ground in order to be able to offer our customers the highest quality at an affordable price. I think we managed this quite well with Rootless.

What are you most excited about for the future of fashion, and where do you see it headed?

I’m very excited about the about-face required for fashion for everyone! Furthermore, we are already working with 3D models and videos, which could be of interest for our own NFT’s in the Metaverse in the future. There is a very clear trend in this direction, which is why many VIPS and large manufacturers are jumping on this bandwagon.

What advice would you give to those wanting to start a fashion brand?

Do your research down to the smallest detail. Don’t just run at it. Check the market for what is needed and what is not. Where are the trends heading, and above all, plan everything in advance, so you know what budget is required. Figure out how to reach your customers etc. Lastly, be informed, be hungry and never give up!

What are your future goals for your brand and fashion in its entirety?

As I also mentioned above – we want to offer high fashion to everyone, grow steadily and, above all, keep surprising our customers with new ideas, new items of clothing, and accessories.

Fashion Designer Of The Week: Introducing The Talented Bree Billiter

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Bree Billiter is a Brooklyn-based evening wear designer. Bree was raised on the beaches of Cape Cod, where she began designing at the age of three. A Massart 2014 graduate, she moved to NYC in 2015 to follow her dreams. She designs to allow the wearer to show the world their daydreams outwardly.

Her use of unique materials, striking colors, and intricate detail work transports the wearer right into a world of their daydreams. Each design is one of a kind and stands out in any crowd.

Sassy & Co magazine recently caught up with Bree to discuss her journey in the fashion industry, and here’s what went down:

How did you get into the fashion industry?

All I have ever wanted to do was make pretty dresses; I have video of myself designing at three years old.

What do you like most about being a designer?

I just love to create and make things never seen before. I like when my pieces light up the whole room because that’s just magic and I love to create pieces that stop traffic and can transport you to another world.

Downside to being a fashion designer?

I am madly in love with fashion, but sadly the community is just as toxic and cutthroat as it is portrayed in films and TV.

What has been the most memorable experience of being in the fashion industry so far?

Seeing my dress in a Disney music video forever will haunt me since designing for Disney has always been my dream.

Who have been the most interesting people you’ve met so far?

My favorite memory is meeting Colleen Atwood right after moving to NYC. She is my idol and the designer I admire most, so that was absolutely surreal.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

Do what you can with what you have, and trust your gut… if it’s too good to be true most of the time, it is. No one will ever fight for your dream as you will.

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

I would go to school and get a degree in something that pays a lot. I have learned everything about valuing myself and not from school. The biggest struggle is always money, and money opens up so many doors that a degree can’t.

What is the best advice you have ever been given?

When I met Bob Mackie he said “work so hard that one day you can pay people to work hard for you.”

What are your future plans? Inside your career or out of it.

I just want to create because I love it. I want to create wild pieces, which is what my true love is. Celebrities aren’t wearing many emerging designers right now, so I might as well just create because I love it instead of considering an event or the ability for the celebrity to walk in it.

Fashion Designer Of The Week: Introducing The Talented Alexandra Moura

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Based in Lisbon, Portugal, Alexandra Moura creates contemporary avant-garde collections for men and women that reflect her personality and creativity. Leading the charge for Portuguese arts and culture alongside current-day contemporaries, Moura takes a fearless approach to fashion with a focus on artistic expression and an offbeat spirit. Moura’s collections are traditional fashion reinterpreted with an artistic vision that makes them intriguing, dynamic, and downright fun.

Working beyond everyday style, Alexandra Moura’s work is exploratory, seeking to approach clothing in a new way. Pushing beyond the stereotypes of gender and the conventional use of fabric and print, her work leans towards the avant-garde, reflecting a love of Japanese fashion design that captured her mind as a teenager. This influence shines through in Moura’s work, where classic tailoring is reimagined in playful, textured fabrics, and silhouettes are tweaked to create bold and exaggerated shapes. Each collection is at once eccentric and wearable, infused with a sense of subversiveness. Each season, Alexandra Moura’s design team explores the idea of opposing forces coming together, playing with contrasting ideas, textures, and references. Romanticism is bound together with the urban, classic looks are clashed with iconic sportswear details, and classically feminine looks are subverted with the masculine. Unabashedly romantic and artistic, the collections draw distinct parallels with the cultural mood of Portugal, which is renowned for its romantic, melancholic spirit. Alexandra Moura’s collections are timeless and seasonless driven by conceptual exploration rather than conventional trends. Moura’s collections find a natural home in the wardrobes of those with a keen eye for detail, an appreciation for fine craftsmanship, and an independent spirit. Each collection brings Moura’s inspiration to life as a collage of fabrics and colours, combining sheer knits and textured fabrics with a considered eye and sense of proportion that makes every it desirable, covetable and collectible. With a highly creative mind and witty approach to design, each Alexandra Moura collection is considered an artistic expression, designed to embolden the wearer with a sense of strength, independence, and individuality.

Alexandra is a leading Portuguese designer with a truly collaborative spirit; outside of her brand Alexandra Moura engages with projects including costume design and teaching the Masters course in Fashion Design – Fashion Design Atelier Project at the Escola Superior de Artes Aplicadas – Castelo Branco In 2015, Moura was distinguished with the Women Culture Creators Award, presented by the Commission for Citizenship and Gender Equality, the Secretary of State for Culture’s offices and Secretary of State for Parliamentary Affairs and Equal Opportunities. The honorees are recognized based on criteria including relevance and coherence, innovation and pioneering character of artistic activity, as well as the cultural impact of the work produced. As an industry mentor to emerging design talent, Moura enjoys invitations to speak at conferences and exhibitions, including MUDE – Museum of Design and Fashion and the National Museum of Contemporary Art in Chiado. In 2018 Alexandra Moura won the golden globe in the category of the best fashion designer in Portugal, and 2019 is marked by the AW19/20 and SS20 collections at the Milan Fashion Week official calendar. In 2019, she was the designer chosen by the Decenio brand for a partnership, thus giving rise to the brand #DECENIOALEXANDRAMOURA, where the Summer 20 collection was presented at ModaLisboa. With this partnership, she won the Business Excellence Awards in the Brand Award category awarded by ModaPortugal and CENIT. 2020 was also marked by an invitation to be the creative director of MOCHE. During 2020 and 2021, she regularly presents his collections at Milan Fashion Week

Sassy & Co magazine recently caught up with Alexandra to discuss her journey in the fashion industry, and here’s what went down:

How did you get into the fashion industry?

During a trip to London in the 90s (in there was no internet at the time), I found two heads that messed with mine; Yohji Yamamoto and Rei Kawakubo. It all made sense; after all, I wasn’t such a wild animal! And so, from the sciences, I threw myself headlong into the world of the arts and went to Fashion Design, where I remain to this day.

What do you like most about being a designer?

Having the opportunity to be able to communicate with the world everything that goes inside me through clothing design.

Downside to being a fashion designer?

It is an extremely demanding profession in creative terms. We often feel exhausted.

What has been the most memorable experience of being in the fashion industry so far?

One of the most incredible experiences was being able to present the collection in the official Milan Fashion Week calendar, among others.

Who have been the most interesting people you’ve met so far?

Suzy Menkes.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

Trust your vision!

Is your family supportive of you being a fashion designer?

Yes, always supportive. My husband works at the company, and our son Rodrigo supports us 100%.

info@imaxtree.com

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

Maybe we would have tried the brand internationalization sooner.

What is the best advice you have ever been given?

Don’t make plans for life, so you don’t spoil the plans that life has for you.

What are your future plans? Inside your career or out of it.

Continuing to be in fashion for pleasure and leaving my views on fashion and the topics I address to others.

info@imaxtree.com
info@imaxtree.com
info@imaxtree.com

Are Digital Wardrobes Replacing Traditional Shopping?

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During the pandemic, the fast rise of e-commerce platforms increased unplanned spending and impulse purchases. As virtual clothing gains popularity through apps and video games, people may now gratify the urge to buy new items without straining their finances and with minimal environmental harm.

Despite increased unemployment and economic difficulties during the pandemic, internet spending continued to set new highs. For example, the share of retail transactions conducted online in the United Kingdom increased by 16% in February 2021 in a single month.

This contradictory behavior may be attributed to people seeking relief through retail therapy, as the pandemic has reportedly increased feelings of anxiety and sadness in young adults by 30%.

With a recent study reporting that 50% of respondents are interested in purchasing a digital asset in the coming year, online spending habits may change again due to reduced financial and environmental costs.

Digital wardrobes substitute traditional shopping

However, alongside an increase in online shopping, lockdowns also accelerated the rise of digital fashion as people turned to online worlds for interaction with other humans. Mainstream clothing trends are becoming increasingly prevalent in video games and apps —  including big-name designers like Louis Vuitton or Moschino experimenting with digital collections.

Virtual clothing pieces come at a fraction of the financial and environmental cost of physical items, meaning people may still experience the gratification of shopping with minimized harm.

“The biggest difference between video game styling and real-life clothes shopping is longevity. The fashion industry and brick and mortar fashion stores need to constantly push the cycle of styles, whether it is seasonal, or fad-related, it is in their best interest to retire an old collection and push new inventory to the shelves,” said Povilas Katkevičius, game designer at Nordcurrent, an international developer and publisher of mobile games.

“Video game styling does not require this. Of course, we need to create new items, because novelty is always exciting and interesting, but we do not need to retire our collections. We have endless shelf space in the virtual world in which old and new styles can mix into our players’ creations,” he continued.

Replicating real-life purchases virtually

Apps and video games that present a high level of character customization and can replicate real-life shopping experiences present new opportunities to satisfy the impulsive want to shop in a consequence-free environment.

“Pocket Styler, which allows players to dress their avatar using items from an extensive catalog of designs, can provide players with the satisfaction of purchasing a new item without needing excessive financial means to do so,” P. Katkevičius explained.

“When designing the app, we studied real e-shops to mimic a smooth and recognizable user interface. As such, it contains a wide range of styles, clothing categories, and accessories that can be purchased through the in-game currency. Despite not receiving a physical item from purchases, a lot of the instant gratification for our community comes from the styling itself,” he explained.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such games as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half-billion players worldwide.

This article was sourced from a media release sent by Lukas Pereckas of blueoceanspr.com

Photo by ANTONI SHKRABA 

Spotted: TORANNCE At The Afterpay Australia Fashion Week 2022

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TORANNCE is an Australian elevated contemporary label dedicated to timelessness, luxury, and wear-ability. Paying homage to vintage trends and muses, TORANNCE plays on eccentricities and eye-catching details while still being completely wearable and something that can take you from day to night.

TORANNCE was established by Julia Torannce Hemingway in 2015. Having studied a Bachelor of Business and working within the fashion industry for almost a decade, Hemingway felt she needed to create her own label so that she could push the design boundaries without limitation.

With a strong emphasis on quality, all TORANNCE garments are designed using premium materials, including natural fabrications, ethically sourced leathers, and beautiful hand-embellished materials.

Check out their collection below at the 2022 Afterpay Australian Fashion Week courtesy of Dave Choo.

Fashion Designer Of The Week: Introducing The Talented Kavya Prakhyati

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Kavya Prakhyati is a 27-year-old Boston-based designer focused on creating sustainable fashion rooted in femininity and romance. She draws inspiration from couture techniques, renaissance paintings, 90s movies, and her Indian heritage.

Kavya graduated with a certificate from the school of fashion design in 2019 and apprenticed for Daniel Faucher Couture, learning the craft of tailored, custom-made garments. Some of her garments have appeared on independent magazine covers, and a collection of her garments were featured in Boston Fashion Week.

Her handmade-to-order garment addresses and empowers different body types and design needs through the use of traditional sewing techniques. She believes that her customers should buy her pieces because they truly speak to them. It just so happens that she encourages sustainable production and empowers everyone along the way.

Sassy & Co magazine recently caught up with Kavya to discuss her journey in the fashion industry and here’s what went down:

How did you get into the fashion industry?

I started off studying marketing and worked as a market analyst. I wanted to pursue a career in fashion, and I was always drawn to it ever since school. For many reasons, I chose to play safe with my career choice until I realised it wasn’t for me and decided to do what I always wanted. I went back to school to study Fashion Design, which really helped me develop my technical skills. I have been doing this for five years now (I did internships with very talented and established designers in Boston and got my first job as a technical designer in New York) and have never looked back.

What do you like most about being a designer?

Seeing the ideas come to life! I spend a lot of time drafting patterns/draping, manipulating fabric, sewing the garment using intricate details, and then finally seeing it on my clients or models is a total dream come true, especially when they notice the little details and tell you how they feel in the dress.

Meeting other creatives in the industry is another thing I love. I’m always meeting new people (online & in-person), and listening to different perspectives and ideas is always refreshing!

Downside to being a fashion designer?

Someone commented on my TikTok saying, “how does it feel to live my dream?” and I wanted to respond by listing several reasons why the fashion industry is difficult. Still, the truth is that although many downsides exist, they can all be overcome with workable solutions. That being said, the fashion industry is very demanding, both financially and time-wise. Another downside is that the fashion industry is so saturated that it’s hard to stand out, so you have to work really hard to differentiate yourself and be seen. Made-to-order designers, in particular, have trouble finding success in this ‘fast-paced, inexpensive clothing’ environment because their goods don’t have a quick turnaround time and are expensive. Thankfully, the situation is one of the most talked-about topics at the moment, so it’s easier to educate consumers about the trade-off and true cost.

What has been the most memorable experience of being in the fashion industry so far?

I would have to say that one of my most (recent) memorable experiences was having Dodie (a British singer-songwriter) perform in one of my garments. A true pinch-me moment! Her initiative to support independent designers is very thoughtful. Kudos to her and her team!

Who have been the most interesting people you’ve met so far?

I’ve had an incredible opportunity to meet so many models, photographers, teachers, and other designers in the industry! (All the pictures you see are works of these incredible artists, you will find them tagged in my Instagram account.) They truly changed my perspective on competition. For me, now, it is all about supporting each other and uplifting each other as a community because I truly understand what it takes. I’m so glad I got a chance to meet some of these creatives; they are all very interesting with unique personalities and backgrounds.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

#1. Quality>>>Quantity and #2. I don’t have to be a genius protege with an exuberant personality to convince people to like what I make. Just take some challenges, don’t downplay accomplishments, get hands-on experience, and invest in skill and practice. Who would have thought? Not me!

Is your family supportive of you being a fashion designer?

I am very grateful that my family and friends are always there for me and encourage me to follow my dreams. They’ve been very supportive of my new venture.

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

Cliche, but I can’t say I’d do anything differently because I would definitely have valued the opportunity to learn from my mistakes more. If I could go back, I’d take some financial, sewing, and confidence tips and a few self-help books with me.

What is the best advice you have ever been given?

Do your best, and watch your best get better.

What are your future plans? Inside your career or out of it.

I am excited about my future plans! Right now, my plan is to continue working with my current company for the foreseeable future. I’m working on launching my brand ‘Aeris’ late this year or early next year, where I take custom orders and also launch mini collections twice a year which are also customisable and made-to-order. Follow me on my Instagram @kavyaprakhyati to order, see my pieces in action, or just follow along my journey. I am also very keen on learning 3D software (like clo3d and browzwear). I’m curious, could this be the answer to all my sustainable custom fashion business problems?

Photo credits: Lena Nugent, Sasha Iman, Anna Istomina, and Siobhan Beasley.

Event To Watch Out For: Afterpay Australian Fashion Week

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What: Afterpay Australian Fashion Week (AAFW) engages the industry alongside fashion’s most passionate consumers in one dynamic program, marrying physical and digital activations that celebrate Australia’s preeminent designers and fashion’s cultural influence.

Australia’s only international fashion event, AAFW takes place annually in Sydney and is the premier destination for Resort collections.

Where: Carriageworks – 245 Wilson Street Eveleigh NSW 2015

When: 9-13 MAY

Fashion Designer Of The Week: Introducing The Talented Téa Nassi

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Téa Nassi is a Parisian-based designer from Albania. She started her career in finance before quitting her day job to pursue her dream in Paris. She studied fashion design in a Parisian school and launched her brand under her own name.

She finds inspiration for her concepts in human psychology, optical illusions, and modern art. She enjoys blending classic cu4cts with a twist of fantasy, stylistically, for refined, cultivated women but with a streak of extraverted fun.

Sassy & Co magazine recently caught up with Téa to discuss her journey in the fashion industry and here’s what went down:

How did you get into the fashion industry?

I grew up in post-communist Albania when there were no fashion schools, and choosing a career was motivated first by financial security. I followed a scientific baccalaureate, studied finance, and nailed a 9 to 5 job in accountancy. Nevertheless, I’d spend hours sketching outfits in our building’s staircase from a very early age, and it never left me. So, at the age of 25, I took a huge leap of faith, quit my job, left my country, and moved to France to study fashion design. I first became an au-pair, had to follow a 6-month crash course in French, put money aside, and nine months later, I was ready to apply to a fashion school in Paris.

What do you like most about being a designer?

Where do I start? It’s a wonderful, applied art form that sublimates an everyday necessity into a means of self-expression. I love the transformation process of the industry, from a shapeless piece of fabric to an accomplished work of art.

On a personal level, I love the challenge it requires to reinvent myself in each new collection. Putting in the hours, doubting, researching, starting all over again from scratch, until finally the outfits are finished, and I can feel the pride of seeing them worn.

Downside to being a fashion designer?

Putting in the hours, doubting, researching, starting all over again from scratch! Jokes aside, we currently have the massive responsibility of reinventing one of the world’s most polluting and irresponsible industries. We must slow down, produce less and more intelligently, against everything that has been done for decades. It represents huge stress for all involved, including emerging brands such as mine. While the big brands have the teams and means to imagine new processes, new designers have to carry the burden of finding solutions alone, and at times we feel like small fish in a huge pond.

What has been the most memorable experience of being in the fashion industry so far?

My very first catwalk! The feeling of accomplishment overwhelmed me after such a long journey. I knew instantly I was in the right place and had made the right choices; it motivated me, like nothing else, to pursue the path I had chosen.

Who have been the most interesting people you’ve met so far?

I like to surround myself with many interesting people from all walks of life. But the most interesting person I’ve met is my own father! He’s a secretive but fascinating person who never complains but always finds solutions to every possible problem he encounters. He is a true inspiration for me, and even though he is not part of the industry, I strive to apply his soft skills to my own work every day.

On a professional level, I wouldn’t want to differentiate one person from another; I sincerely thank all my professors and collaborators who have taught me invaluable lessons.

What has been the most valuable lesson you’ve learned while in the fashion industry? This can be about the industry or about yourself.

I had a valuable but frustrating experience learning the following lesson. I preferred to follow other people’s advice on several occasions instead of listening to my own creative instinct. I would put enormous amounts of work into something I didn’t personally believe in. Unsurprisingly, I would have to undo everything to start all over again and follow my initial hunch! Hence the lesson would be: take in the advice but don’t let it stray away from your instinct. And don’t be reluctant to put in the hours; inspiration comes working.

Is your family supportive of you being a fashion designer?

My parents were born and grew up in Communist Albania. So naturally, their outlook on life is not risk-driven. When I told them at age 25 that I was willing to quit my safe situation in Tirana and leave to Paris to study fashion without even knowing the language, they were naturally worried about my life choices. Yet today, on the contrary, they are so supportive!

My grandmother was a dressmaker; my mother is also talented with a needle and a thread. She’s the one I call every time I need technical advice; she’s even pulled off quite a few sleepless nights to help me!

As for my partner, we work side by side every day, and he helps me with everything. He specializes in graphic/motion design and has helped me with my branding and photo edits… but we also love to discuss artistic viewpoints and regularly brainstorm on my brand. It’s a loving, virtuous circle!

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

I strongly believe in the four spiritual laws of Hinduism. The second law states, “What happens is the only thing that could have happened.” And it must have been like that for us to learn that lesson and move on.

But all the while knowing it, I regret not having listened to my inner voice earlier. Instead of studying fashion straight after school, I studied finance for security. So as that spiritual law has it, finance was so unlike me that I believe it was probably exactly what I needed to find the courage to give up everything I had and study fashion design.

What is the best advice you have ever been given?

My first drawing teacher, Sylvie Fontaine, once told me that if I wanted to succeed as a designer, then all my energy must be focused on that one goal. Hence that meant for me to see the whole world through the eyes of a fashion designer. Movies, art, experiences, books, everything surrounding me should become wells of inspiration. I thank her as it has become my lifestyle ever since, and it really does produce tangible results.

What are your future plans? Inside your career or out of it.

My immediate plan is to finish and publish my next collection, but my future plan is to expand my brand and achieve my first stand-alone runway.

In the distant future, I’d like to open a fashion school in Albania and provide young Albanians with the French savoir-faire I acquired. It’s a small country with huge potential, but it suffers from a fleeing young population who relocate in the hope of finding more opportunities elsewhere (been there, done that). It would be my contribution to my beautiful country of birth and heart.