I understand your brand was founded just this past year, what sparked the interest to pursue fashion and start your own brand?
I founded my label in 2020 after I arrived back from my Internship at Eckhaus Latta in New York. It was very inspiring to see what a fashion label could make as an impact, believing in their core values and staying true to themselves. Before, I was questioning if staying in fashion and starting my own label would be the right step.I graduated in 2019 and I knew that I did not want to work for a bigger fashion brand, as I was not convinced about their hierarchy and the endless work a freshly graduated fashion student has to put to maybe achieve a good position. Living and growing up in Switzerland where there is an important heritage in textiles but a less extensive in fashion design, I decided to present my collection twice a year in Zurich and stay open to requests coming from abroad. It is important for me to have fun in what I’m doing and to have a good team around me where everybody is contributing. Without these I wouldn’t have founded the brand.
What about your design process, how do you start working on a collection?
Before working on a collection, a lot is already happening in my head. Simultaneously I am creating, deciding, building and analysing the potential designs. If I think I am on the right track I will start sketching and looking for references. Those could be a nice collar, a nice painting with a good color combination or architecture with a nice construction. I focus on knitting techniques and a research is done right from the beginning. It should bring something new and modern to the knitwear.
How has your work evolved since you started the label?
I think the evolvement can be seen precisely in work by not overdoing it but keeping it simple and readable. To me it is very important that the collection is well understood at the first glance. During my studies I was pushing and trying too hard difficult constructions, which, in the end was not readable for the audience anymore. Many opportunities are evolving organically with partnerships and manufacturers for which I am thankful.
“Somatic, tactile and challenging – when designing new pieces, the human body is always in focus.” You claim fashion is a tool of nonverbal expression for all of us. Can you tell us more about what fashion means to you and where do you look for creative inspiration?