STEFFI | OWNER OF EDI M. SHOP

HOW I STARTED

After school I decided to study fashion at a professional school in Stuttgart. After my studies I got a degree in fashion design and pretty soon the chance to work as a stylist for a german television company in Berlin. It was pretty clear for me that I will not go into designing clothes, it’s nothing where I see myself into and the job offer was much better anyways.

I worked three years in Berlin and this time was really amazing! Berlin is full of wonderful stories, freedom, emotions and experience! After some time I decided to leave the capital and go back to my hometown, Nürnberg. Believe me, that was the hardest breakup of my life, even harder then any breakup with men. I already had some plans in my mind about opening up something on my own, a shop maybe where I could create „my very own small Berlin“ inside. But it was too soon, I knew I was not ready for that and I needed more experience.

At the time I got back to Nürnberg, Urban Outfitters planned to open their first shop. I really liked their concept so I started to work for them from the very beginning and basically builded up the very first Urban Outfitters in Nürnberg. That time gave me hell of experience! I learned so much about running a shop, clients, teamwork and personal limits… after my time at Urban I was ready for my very own thing.

STARTING THE SHOP

Well, that was a very quick decision actually. A friend of mine found the location which was perfect. I called the owner, rented the place and that’s it. From then on I knew that I should open the store as soon as possible and there was still a lot to do inside!

I didn’t do a business plan or something like that. I am a perfectionist and with a business plan I would completely freak out about all the small details. Also, I hadn’t any time for that. From the moment I go the keys for the location, everything had to happen so quickly. There were a million things to do and I am lucky I had my friends and family by my side! We had to renovate the place, build up the furniture and decorate the store. Also, I needed products! I needed to think about which products do I want to sell in here and which one fit best to the store concept. I discovered some of the brands I got here on Instagram, others on fairs. Some are even made by friends of mine who have their own labels.

MY ADVICE

It is really important to have the right people around, they will be an enormous help. Also, appreciate yourself! Everyone tends to some kind of perfectionism, which will make you crazy and put you under pressure. You have to remember that there might be some imperfections but that is totally okay and you will be the only one noticing it anyways!

Oh, and: believe in what you do, because if you don’t , you’ll fail, that’s for sure!

– STEFFI, NÜRNBERG (GERMANY)

 

W W W . E D I M S T O R E . D E

FACEBOOK EDI M.

INSTAGRAM @EDI M.

 

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ANA SAVICKA|UNDRESS


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I did not study fashion or went to some fancy fashion university. The idea of becoming a designer came to me like a flash in the night. Just like that I had the picture in my head and knew exactly what I want to do.

So, the idea for the brand was born. In the beginning I wanted to start the company just like this, without any knowledge but having good people in my back. But very soon I realized that I know nothing about creating clothes. I needed to learn all about it. I quitted my job and went to some kind of sewing school. It’s a program for people who wish to change their qualification, sponsored by the government. There you learn all about modeling, sewing and pattern making in 10 months. When the school was over I realized how important and difficult it is to be a creator but also how much I loved it. Within this time I created my first dress.

The beginning was hard work, of course. I was working on my first collection, my brother helped me with the website and finances. I started to sell few pieces on Facebook and it worked, people were buying. But I am still a newbie in this area so I don’t know everything. I have to learn a lot, about fabrics, quality, mass production or fashion shows. It is hard but also very inspiring. But gaining this knowledge is what I love about my job.

The hardest part is dealing with the business. People often think that being a designer is all about creativity and ideas but that’s not true. You have to be an entrepreneur. You have to know how to find good fabrics for a small price, where to order, how much to order and how much to produce. It’s a business. Yes, you have to be creative but you should never forget the business-part about your brand, it’s hell of important!

I believe the thing you have to do is believing in your idea, in your brand. I really believe that my products are unique. Casual but chic dresses, incomparable to other brands. I also design different clothes besides dresses but I can just do product with which I feel good. If I don’t feel the vibe, the connection to a product,  I can’t create it. But if there is a connection, the product will turn out amazing.

-ANA, VILNIUS (LITHUANIA)

w w w . i w e a r u n d r e s s . c o m 

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JULIA JANUS | JULIA JANUS DESIGNS

From a young age I started to draw. While getting older I discovered that I do not only want to create paintings or sculptures but a whole lifestyle. I wanted to create real things that people could use. So I started to work at the Vilnius Fashion House as a tailor intern where I learned everything about tailoring and technical drawing. After that I went to study at the Vilnius Art Academy.

In the scope of an exchange program I went to Holland and really got inspired there. So much, that after university I wanted to get in touch with people who are developing fashion brands and knew all about the processes. I interviewed designers and business people in Holland and asked them how they managed this. Back in Lithuania I collected my knowledge and started my first fashion brand. I created two brands but both went bankrupt. I needed money so I started working as a freelancing designer for big international brands.

After freelancing for seven years I started my brand Julia Janus. That was within the time of another financial crisis in 2008 so all of my friends said I am crazy for starting another brand right in this time. But I managed, people were buying my stuff and after one year I opened up my store.

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LAUREN VICTORIA DESIGN | MEMENTO MORI COLLECTION


My collection Memento Mori was first inspired by the work of Paul Koudounaris and his ‚Heavenly Bodies‚ series. I remember the first time I saw his photos and thinking that they were the most beautiful things I’d ever seen. His photos show catacomb saints which are skeletons of Christian martyrs adorned in jewels and gold work. As skeletons and jewels are 2 of my favourite things, I knew my collection had to be about them. From this I developed a concept where a family of catacomb saints are getting ready to attend a séance, and using what they were buried in to dress themselves as if they are going to a party.  The collection is fun, colourful and kitsch; everything that you don’t usually associate with death to demonstrate that the way the dead view their passing is the opposite of how it is viewed by the living.

I also make custom ‚I Hate You‘ tops as these were a stand out piece of my collection.

-Lauren Ward

WWW.LAURENVICTORIADESIGN.COM

INSTAGRAM @LAURENVICTORIADESIGN

 

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LAUREN WARD | LAUREN VICTORIA DESIGN


I was born, raised and misbehaved in a sleepy town in the Midlands called Warwick. I don’t remember doing very much there apart from being really, really bored so fashion was like an escape into a world where people looked amazing and had interesting lives. I decided to go to Warwickshire College one night a week to learn fashion and textiles and completely fell in love. It was the first time I had been told I was good at something and that I should consider it as a career.

I became obsessed with fashion and spent all my time reading about designers, theories, making my own clothes, pattern cutting and teaching myself different techniques to put into practice. I decided to study BA Honours Fashion Design at the University for the Creative Arts, Rochester. My time at university was hard but everything I learnt was valuable. I met some amazing and incredibly inspirational people and did an internship with my favourite designers, Meadham Kirchhoff. Here I got my first taste of high end, designer level fashion and I knew it was the industry for me. It was so exciting to see the most beautiful garments, with hours of craft and consideration put into them, and being able to see two designers that I greatly admired working taught me how this could be something that I one day have myself.

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KADRI KLAMPE | FASHION DESIGNER YUFASH

My route to fashion was very straightforward because I have always been surrounded by sewing, embroidery and crafts. My mum designed and sew our clothes and spent her nights with knitting and my grandmother was a pattern cutter and tailor.
I launched my very own fashion brand Yufash in 2013, with specialising in bespoke ladies evening and occasion wear. The more I integrated my signature to garments the more I got encouraged and exited to open my RTW line.


If you want to launch your own line then forget about the fun, at least at the beginning. OR if you want to have fun make sure you have plenty of budget to hire professionals for each role. Very quickly you’ll find out that you can only design and develop the product range and that will take all your time. Because when you grow the less and less time you will have as ‘to do’ list grows.
I have been lucky with my first year as I was successfully signed to Wolf and Badger boutique in Mayfair and just months after first RTW presentation got call from 20 Century Fox Channel stylist to be featured in hit series Scream Queens. Once you get the first succes the others will follow.

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MIGLOKO | SINGER

My music career started with 17. I made a couple records and published them on myspace and another old lithuanina music page , which doesn’t exists anymore. After couple of weeks I suddenly got like 10 calls from a lot of different music management companies and i started to work with one of them.

My teen music was very spontaneous and with very crazy wicked non logical lyrics.
Now my music is more ambitious, naked and just the truth about me. I love to work when I feel passion about it inside. In the past I was fooling around with a lot of different languages but now I write texts which are more mature and stuff that I really have on my mind. My songs are like a diary, something about me what I want to share with people. At the moment I especially love to sing old jazz standards and interpret it in my own way, but still keep it classy. I am constantly seeking something new in my art. I don’t like to play the same songs over and over again because I like it NEW n‘ FRESH.

make music, go crazy, love with all your heart!

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PAUL | JEWELRY DESIGNER

I started to like that, too. I studied fashion at the Marangoni Fashion University in Milan. Going there was very exiting because it was the first time I traveled, tom Lebanon to Italy. At Marangoni I was surrounded by professionals. They are the best, they know what they do and I was really luck learning from them.  The university is more like a school. In class we were just a few people and they cared a lot about each of us.

I was living in Italy for six years when a chance came to work for a big company. There I met a lot of people and lots of opportunities came up. I took a very good one and it opened a lot of doors for me. Of course working in fashion also means meeting people and connecting with them.  After working for another five years, I started my own fashion label. It was always my dream because this is how I can truly explore my inner self. I can do whatever I want to do, it’s freedom.

Making jewelry at first was just a hobby but from that it came to business. I like it because I can be very creative with it, do a lot of cool things. In the beginning I was watching someone doing the jewelry and just learned it. When you like something, it’s easy. Now I do different stuff. It’s boring to create all the time the same things. I always need change. At THE DARK we do leather jewelry but some time ago we started to do bags. I’d reallly would like to put the focuse on bags. Also THE DARK is selling customized leather goods. Maybe some people don’t like what we do so they can come up with ideas and we’ll do it.

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ALEXANDRA STEFANYUK | FASHION DESIGN STUDENT


I study fashion in university. I’m crazy about fashion, it’s playing a big role in my life. Yet I don’t know exactly who I am and where I want myself to move on,  so I am trying to work in different directions. On the one hand I create dark and depressive illustrations and on the other hand I prepare kids collections and some delicate fashion. Sometimes I think that there are more people living inside me. I reflect these different personalities within my work. Of course mood is another influencer, the designs depend a lot on how I feel in a particular moment.

I’m from Russia, Vladivostok. It’s a small town surrounded by the sea , not far from Russia’s borders with China and North Korea. My town inspires me a lot because I can feel and experience the Asian mood here. Even the city itself  seems like a half-blood person. Russian culture meets  Asian culture, this place is unique. I have already visited Japan, China and Korea and noticed that each of this countries or somehow in my city. You can find them in the food, music,  street styles or interiors. No matter where you go, you can feel foreign mood everywhere.  My city is combining them all together, that’s wonderful.

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SATU LAUREL | PAINTER

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I knew I was going to be an artist when I was 15. I got thrilled about being able to conjure beautiful things only with a piece of paper and a pen. I did my BA from Visual Arts and Art Theory in London and I got a MA from Cultural policy and Art Education in Jyväskylä, Finland. Although the philosophy of art and its social aspects are interesting, I always went back to painting. When I paint, I can go somewhere I otherwise couldn’t go. I have been painting for a few years now and work at an art gallery every now and then.

My father was a peace keeper and this is why my family traveled a lot. We stayed in many places all over the world, sometimes for a short and sometimes for a long period of time. While changing my home, I fell in love with changing scenery and beautiful places: the mountains in Norway, the flowering fields in Hungary, the stars at night at the Mediterranean Sea and of course the fresh Finnish forests and lakes! The world is an amazing place! Ever since I feel that I don’t have a permanent stay but can feel at home everywhere. I believe that the visual memories of my childhood are affecting my work today and the search of home is one of the main topics in my art.

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