Designer interviews are the perfect opportunity to get closer to a brand and designer and learn more about their inspirations, motivations and designs. This time, we spoke with Natalie and Valentina, who told us how they started their career and where they imagine temselves years from now. Q. Give us a little insight into your creative background. A: We both have a big passion for fashion, since childhood! We started our exciting fashion career in Florence, Italy, where we met at the Polimoda Institute for our Master in Fashion course. We discovered our common style and passion for high quality products here. Inspired by the Italian culture and lifestyle, we worked for big influental designers such as Roberto Cavalli or the shoe company Palazzo Briucciato, where we learned the artisan handmade work on shoes, bags, and embroidery. After working for designers like Valentino, Fendi, Balmain, Stella McCartney, Alexander McQueen and many more, we decided to create our own label ERLENN. Our world knowledge from America to Russia gave us an advantage in our work and communication. Q. What/who was your influence when you started your own label? A: The idea of our own label already started while studying in Florence, where we were joking about having our own brand one day. Valentina always was motivating me to create a partnership and complete each other in fashion and shoes. There is so much influence that gives you the desire to start your own brand. Its not always someone or something, but most of all I think its the desire to create something special for someone special and work with the best artisans, materials and people to get the best results and see the shine in Womans eyes when they see and wear it!
Q. What have been your key inspirations for your design and concepts? A: Our travelling to the worlds’ most interesting cities like Miami, St Petersburg, Milan and Paris was very inpsiring… Our luxurious style is the result of property appropriated by the most popular fashion houses in the world. We wanted to do something individual and unique for a special woman and avoid the “regular” mass production. Q. What is the essence of your label? A: ERLENN stands for unique and individual style, specialised on embroidery on high quality textiles. Our designs and style are modern but elegant, aligned with the contemporaneity of today’s style and without appearing intrusive. Q. Why does your fashion label stand out in this competitive industry? A: The mass production of fashion makes every woman look the same. With our individual style we want to give each woman a feeling of uniqueness and highlight her look effortlessly. Each product we have has a different design with an own embroidery. With us, you won’t find it anywhere else. Also, we offer embroidery to any season with every collection as this is the actual essence of our brand.j Q. Are there enough opportunities for emerging designers to showcase their designs and enter this competitive industry? A: It all depends on the designs but the market for high luxury products is growing very fast. The modern woman of today wants to be different and seen and we want to give her this possibility. With the help of social media or internet-boutiques, like Modafirma, the opportunities to showcase are growing more and more every day, but there definitely should be more opportunities and more support, probably for cheaper or even free, as during the beginnings, you have really a low budget. Q. Is the fashion industry campaigning enough for boutique labels and recognising emerging talent? A: Unfortunately, it is a hard way until you become recognized and established in the fashion world, especially for unknown talents. You need good contacts and lots of assertiveness to find customers who believe in you. But with the help of internet and social media, there are many ways now to showcase talents. Q. Who is your ideal customer? A: A world-travelled, sothisticated and modern woman with passion for high quality products. Q. Have you any plans to collaborate with other labels or brands? A: Of course we do. We have some projects in process and hope to present them soon. Q. What has been your most memorable success to date? A: SEEN BY VOGUE magazine, the most influental fashion magazine in the world! To be recognized by Vogue is a big success for every upcoming designer, and we also got mentioned in Glamour magazine, which was amazing as well. Q. What has been the most challenging stage when bringing your fashion label into the industry? A: To be on time with collection and production, which is hard to handle during the beginnings. Q. What is your fashion label’s signature style? A: A combination of classic elements and strong personality together with contemporary, modern structures. Q. What are the key images you want to portray when people see or hear your brand name? A: Unique and individual luxury womanswear and accessories. Q. How would you describe your personal style? A: Completely different- very sporty and cool, no glam Q. Modafirma celebrates and welcomes new fashion and emerging talent; tell us why you decided to join our exclusive social fashion platform? A: Because of the wonderful opportunity to be showcased in the same range of interesting new designers from all over the world. Modafirma is a great pace to get inspired and be up to date with new fashion trends and designers. Q. What is your hope for the future of the label? A: To expand out of Europe and open our own Shops. Our Favourites From Erlenn: