How it all began - the foundation of an own fashion label
The path from a dreaming teenager to her own fashion label
I think almost every fashion designer dreams of having their own label at some point. I always had the feeling that I would do it one day - but I had no idea when.
Even as a teenager, I was very focused when I set my mind to something. Ever since I saw a documentary about fashion design when I was 13, I didn't want to be anything else. This was followed by internships at large fashion companies in design, a dressmaker, a milliner as well as drawing and sewing courses while I was still at school. Before I had my A-levels in my pocket, I called through half the address directory of VOGUE to ask all the well-known German fashion companies what training their designers should ideally have. According to my tally sheet, that was ESMOD Munich at the time, so I took the entrance exam there and passed. Since I heard that ESMOD was one of the most demanding and challenging fashion schools, I decided to do a one-year apprenticeship in textile technology & clothing after graduating from high school before I started there.
I enjoyed the training a lot, but it was extremely demanding. Which wasn't made any easier by my perfectionism. I remember working three days and nights in a row and then falling half-dead into bed. At times I felt like a Navy Seal, only in my own fashion world. I learned a lot, saw almost nothing of Munich, but made friends for life.
After my studies came the application marathon. I assumed that it wouldn't be too difficult to find a job. Especially as I had top grades, other internships and, above all, two international competitions to show for it. But far from it. For the few design jobs that are available in the industry, hundreds of new graduates from fashion schools come onto the market every year. A calculation that can't work out. I originally wanted to go to Paris, but none of the couture houses would budge. When I went there in person, the security wouldn't let me enter without an appointment or I was offered a sewing job with 20 Chinese workers in the backyard. With flags flying, I finally went back and decided to cancel Paris and apply to my favorites in Germany and Austria. I heard nothing for weeks. But one morning, two companies called in quick succession with interest. I decided in favor of the permanent position and against the assistant position and went to Austria. That was in 2007 and I remember being overwhelmed by the beauty of the area around Lake Attersee, where my new job was taking me.
I really enjoyed working as a designer for an international premium label for nine years. I was finally able to show what I was made of, learned a lot and made good friends.
In 2015, everything turned out differently than planned and that was a good thing
Building a house, getting married, having a baby. All at once. I would never have planned it that way, but when a stone starts rolling, everything starts rolling. That's also how I started to flirt more and more with self-employment during my parental leave. If not now, then when?
So I didn't go back to my old job and set up my small company as a sole trader in 2017.
My son had just started childcare and so I had time in the mornings to set up the label and develop the first collection. Sometimes you need ten arms and legs to manage everything, child/husband/house/self-employment - but somehow it all worked out in the end. It was mainly dedicated grandparents and a husband who supported me in everything that made it possible.
The thought that there is hardly any casual and stylish fashion on the market that you can wear at home as homewear never left me. It was also clear to me right from the start that it had to be fair fashion and as sustainable as possible.
In fashion, it is unfortunately often enough the case that production takes place in low-wage countries under conditions that are inhumane. Even if you could get certificates: who knows what will happen as soon as the inspectors have flown off. That's why I only considered fair production in Europe. Where I can be on site on the same day and know the companies.
The textile industry is also the second most polluting industry in the world (after the oil industry). This is another reason why I don't produce in low-wage countries, as there are no relevant laws on environmental protection or waste disposal there either. So one thing led to another and the label slowly got its identity.
It took a year of preparation, a few detours and a lot of money to finally launch my first collection in September 2018. Initially, the collection was only available in my online store , then for a while offline in boutiques from Hamburg to New York and 5* hotels. We are now represented on many international premium marketplaces and sell to our customers worldwide from our online store.
The dream is beginning to come true. Nevertheless, I have to keep working tirelessly every day to take the label forward, win new customers, develop new collections, find new distribution channels and find my place in the shark tank of fashion. Anything else would be boring ;-)
