My idea of my own brand was of course selling my own designs under my own name, but it was also a chance to speak up: express my opinions and views of socially, economically, politically and environmentally intertwined problematic aspects through the prism of fashion. In my idealistic mind I could also say that the idea was and still is to bring some new winds into Estonian fashion world, cause in a way it has  turned into a swamp- safer to stand on one place and do your thing without causing any fuss and in case you dare to step into unknown direction, there´s a big chance to get stuck in the mud or even drown into it with all your big hopes and dreams… But don´t think that I´m judging, not at all actually, I believe that we all have our own path and reasons behind our actions…there are designers who look at the stars and float slowly through the fashion seasons without greater materialistic purposes, then there are ones who have found their niche in more affordable and more popular taste group, those who have concentrated on specific items and so on and on.. I believe that variability makes it of course interesting, but don´t you think it might be even more interesting if we could all see a little further from our noses and maybe even move a little from our comfort zone???

So therefore I´ll take my own little step forward and share my know-how, my international and local experience.. there´s a saying that share and you´ll get it back in double! Lately I´ve noticed that when it comes to fashion, people are more and more interested in the work behind the piece of clothing, the whole process from the start till the end, clothes are not only something to put on in the morning, but it´s a story that they carry with themselves and represent. So why not offer the knowledge then ?! And because of that one part of this blog and my brand is the fashion laboratory! Nice words, interesting sound, but what is it actually?

In well- known prestigious fashion schools fashion laboratory is a special class where everything begins, where the designer finds and molds his or her style and signature design elements. As I also wrote in my last post, everything starts from a cut, in fashion lab classes students start playing with dummies and special rough woolen garment to create new original patterns and maquettes. Cutting, moving and reassembling the pieces of a pattern like the pieces of a puzzle is the base for original design and the whole designing process.

And if I talk about my own working style, the same kind of process is taking place in my own studio as well… However, I´d like to broaden the meaning of fashion laboratory from the pattern construction into the whole design process, open the doors into the whole mysterious yet so fascinating fashion world and share some tips and tricks and popping new ideas of styling… Are you interested? :)