Being authentic is great, but is it sustainable for fashion designers?

Published, 3 years ago

A question the fashion industry has battled with for years; how to build a strong and lasting brand on “keeping it real” while not falling into the trap of mass production for higher profit margins.

As we see the industry gripped by headlines of sustainability, many designers are now sharing the limelight, promoting what they’ve always stood for, while also encouraging other designers to follow the same path – fast fashion doesn’t have to be the only way.

T1

Of course, it also helps that the generation of `millennials` are asking more and more questions about where their goods are coming from, what they’re made from, as well as how they are being produced.

Being able to provide the answers to these questions is what is helping to shape brands and change perspectives.

Consumer buying habits are changing

Reports from the Chartered Institute of Marketing also support these shifting patterns, stating “37% of consumers would switch brands if another product shared more information regarding how it was made”.  This statistic is not only remarkable but also eye-opening for businesses when it comes to brand loyalty.

TISKA London is not only a member of Fashion Rider, but as a brand, they are very real about their products, their designs, and where their inspiration comes from.

As just one of the many British Fashion labels, TISKA London is inspired by all things Nordic, promoted online as “authentically British, Nordic Inspired,” the brand has made its mark by promoting positivity, strength, and independence in women.

Designer Kimberley Stacey is very transparent about why she designs as she does, where her products are manufactured, and just how they are produced.

The brand also champions slow fashion.  Every item is made to order, so in Kimberley’s eyes, consumers can connect with the clothes on a more intimate level.

To reach such a high level of understanding and positioning for your brand, takes courage.  You’re not just following suit; you’re creating something unique.

Tiska2

Learning from other fashion designers

It’s true what they say, in that we never stop learning.  Or more to the point we should never stop learning.  No matter the stage in our lives or careers there is always something to learn or someone to learn and draw inspiration from.

When it comes to design and fashion, inspiration is drawn from all sources.  For designer Kimberley, the person who particularly inspired her, and continues to inspire her, is the extremely fashionable and renowned designer, Vivienne Westwood, especially her quote “Buy less.  Choose well.  Make it last.  Quality, not quantity.  Everybody’s buying far too many clothes”.

For Kimberley, this sums up slow fashion and what TISKA London is all about!  “Our commitment to sustainability is very important to me. TISKA London manufactures in Great Britain, supporting the British economy. We have a close relationship with the manufacturers and know each one personally.  We all have a responsibility to look after our world – we can do this by buying responsibly and educating ourselves as to where our clothes come from”.

When we spoke to Kimberley, we also asked about the fictional characters that she writes about and uses as inspiration in her designs.

“TISKA London collections are inspired by fictional stories (sagas) written by me, as the designer.  These sagas have a strong central female character showing attributes that inspire the readers/wearers. The stories are inspired by old Icelandic sagas; these are not too different from Greek mythology.  Nordic women tend to be strong and independent, they are Viking women, and I want this feeling and empowerment to be represented in my brand”.

Tiska3

Can we justify all work and no play to make brands work?

The one question that continues to pop up in the fashion world (as well as every other sector too), is how do we manage the work/life balance `thing`?

Starting off as a fashion designer isn’t easy.  It takes time to become established, to build your brand – to put all of your time and effort into it because you are determined to make it a success.

For some, this may sound like you have to give up on everything else to focus all your attention on building up your fashion label.

However, this isn’t the case, and there are lessons to be learned when talking to other designers: –

“I’m still working on the work/life balance myself! It is hard, especially when you start out as you need to put so much time into it but for me, TISKA London rarely feels like work. I think when you do something you love it makes it a lot easier. Having my own label has been a dream for me for many years and working around the clock on it doesn’t bother me. However, one thing I have done, especially a lot more often, is switched my phone off around dinner time so I can sit with my little boy and spend time with him before he goes to bed. When I’m out with friends/family, I stay focused on them rather than my phone”.

Keeping it real

Being authentic is a great trait.  It’s also one which consumers are now most drawn towards.  Those brands which share with them their story.  Those that take their customers on a journey showing how they too look after our environment and want to, quite simply, do good.

When it comes to building your brand, it’s important to recognise who you are, what you want to achieve and never to stray too far away from this focus as this is what will set you apart.  This is what will make you authentic, without even trying, because this is you.

As Kimberley concluded with us, “it’s important to make mistakes in business, as you learn a lot faster,” and it’s true!  If we continue learning, adapting, and asking questions, we will always be able to find a steadier and clearer path, which suits our brand vision and identity.

For the fashion industry sustainability is the buzzword of the season, yet it is also a buzzword that will not change as this season passes.  Being a little more authentic and sharing more with your customers will help your brand and indeed for the foreseeable future will prove to be very sustainable for business.

If you would like to find out more about TISKA London and some of the fantastic work Kimberley has produced, you can check her out on our website at www.fashionrider.com.

Tiska4

Being authentic is great, but for fashion designers is it sustainable?

 

A question the fashion industry has battled with for years; how to build a strong and lasting brand on “keeping it real” while not falling into the trap of mass production for higher profit margins.

As we see the industry gripped by headlines of sustainability, many designers are now sharing the limelight, promoting what they’ve always stood for, while also encouraging other designers to follow the same path – fast fashion doesn’t have to be the only way.

Of course, it also helps that the generation of `millennials` are asking more and more questions about where their goods are coming from, what they’re made from, as well as how they are being produced.

Being able to provide the answers to these questions is what is helping to shape brands and change perspectives.

Consumer buying habits are changing

Reports from the Chartered Institute of Marketing also support these shifting patterns, stating “37% of consumers would switch brands if another product shared more information regarding how it was made”.  This statistic is not only remarkable but also eye-opening for businesses when it comes to brand loyalty.

TISKA London is not only a member of Fashion Rider, but as a brand, they are very real about their products, their designs, and where their inspiration comes from.

As just one of the many British Fashion labels, TISKA London is inspired by all things Nordic, promoted online as “authentically British, Nordic Inspired,” the brand has made its mark by promoting positivity, strength, and independence in women.

Designer Kimberley Stacey is very transparent about why she designs as she does, where her products are manufactured, and just how they are produced.

The brand also champions slow fashion.  Every item is made to order, so in Kimberley’s eyes, consumers can connect with the clothes on a more intimate level.

To reach such a high level of understanding and positioning for your brand, takes courage.  You’re not just following suit; you’re creating something unique.

Tiska5

Learning from other fashion designers

It’s true what they say, in that we never stop learning.  Or more to the point we should never stop learning.  No matter the stage in our lives or careers there is always something to learn or someone to learn and draw inspiration from.

When it comes to design and fashion, inspiration is drawn from all sources.  For designer Kimberley, the person who particularly inspired her, and continues to inspire her, is the extremely fashionable and renowned designer, Vivienne Westwood, especially her quote “Buy less.  Choose well.  Make it last.  Quality, not quantity.  Everybody’s buying far too many clothes”.

For Kimberley, this sums up slow fashion and what TISKA London is all about!  “Our commitment to sustainability is very important to me. TISKA London manufactures in Great Britain, supporting the British economy. We have a close relationship with the manufacturers and know each one personally.  We all have a responsibility to look after our world – we can do this by buying responsibly and educating ourselves as to where our clothes come from”.

When we spoke to Kimberley, we also asked about the fictional characters that she writes about and uses as inspiration in her designs.

“TISKA London collections are inspired by fictional stories (sagas) written by me, as the designer.  These sagas have a strong central female character showing attributes that inspire the readers/wearers. The stories are inspired by old Icelandic sagas; these are not too different from Greek mythology.  Nordic women tend to be strong and independent, they are Viking women, and I want this feeling and empowerment to be represented in my brand”.

Can we justify all work and no play to make brands work?

The one question that continues to pop up in the fashion world (as well as every other sector too), is how do we manage the work/life balance `thing`?

Starting off as a fashion designer isn’t easy.  It takes time to become established, to build your brand – to put all of your time and effort into it because you are determined to make it a success.

For some, this may sound like you have to give up on everything else to focus all your attention on building up your fashion label.

However, this isn’t the case, and there are lessons to be learned when talking to other designers: –

“I’m still working on the work/life balance myself! It is hard, especially when you start out as you need to put so much time into it but for me, TISKA London rarely feels like work. I think when you do something you love it makes it a lot easier. Having my own label has been a dream for me for many years and working around the clock on it doesn’t bother me. However, one thing I have done, especially a lot more often, is switched my phone off around dinner time so I can sit with my little boy and spend time with him before he goes to bed. When I’m out with friends/family, I stay focused on them rather than my phone”.

Tiska6

Keeping it real

Being authentic is a great trait.  It’s also one which consumers are now most drawn towards.  Those brands which share with them their story.  Those that take their customers on a journey showing how they too look after our environment and want to, quite simply, do good.

When it comes to building your brand, it’s important to recognise who you are, what you want to achieve and never to stray too far away from this focus as this is what will set you apart.  This is what will make you authentic, without even trying, because this is you.

As Kimberley concluded with us, “it’s important to make mistakes in business, as you learn a lot faster,” and it’s true!  If we continue learning, adapting, and asking questions, we will always be able to find a steadier and clearer path, which suits our brand vision and identity.

For the fashion industry sustainability is the buzzword of the season, yet it is also a buzzword that will not change as this season passes.  Being a little more authentic and sharing more with your customers will help your brand and indeed for the foreseeable future will prove to be very sustainable for business.

If you would like to find out more about TISKA London and some of the fantastic work Kimberley has produced, you can check her out on our website at www.fashionrider.com.

Liked what you read? Share the article!

Share on facebook
Share on twitter
Share on pocket
Share on whatsapp
Share on linkedin

Get Noticed with Fashion Rider.

Get the recognition you deserve. Portfolio, Jobs, Social Media promotion and much more. All in one membership. 

You might also like

Bridging the Gap and Utilising Every Possible Income Stream

Identifying the income streams in your business is the essence of financial freedom.

Read More

Sustainability: 8 easy steps to make your brand more sustainable

In an environment where people are becoming more aware of the real damages of climate change, it is important to keep your brand green and sustainable. Read on for some great tips on how you can improve your brand’s eco-sustainability.

Read More

Relax, recharge, and let your business reap the benefits

Relaxing is a vital part of your success as much as hard work is, and so we at Fashion Rider present our brand new recharge page to help you relax and recharge, to give you the best chance of success!

Read More

Have you thought about creative competitions?

Creative competitions are different from most other contests. The prize isn’t just a money prize, but the opportunity and experience of entering. In this article, we go over the reasons why and which competitions you may like to enter

Read More

10 exciting events to look forward to in 2021

Events have an important role in the world of fashion and other creative industries. This is why we bring you the 10 exciting events to look forward to in 2021

Read More

Why Your Luxury Time Piece May Need a Watch Winder

A Look at the World of Automatic Watch Winders If you know anything at all about high-end timepieces and how they work, then you’ve likely …

Read More

Why 2021 is a great time to start a freelancing business

With the desire for working on own terms, starting a freelance business has become an attractive prospect. Know why 2021 is a great time to start a freelancing business.

Read More

How to Slash Your Monthly Expenses

Your monthly income will only stretch so far. If you often grab a cup of coffee on your way to work, treat yourself to many …

Read More

Innovative adaptive designs on the rise

In 2019/20, the charity Scope reported that there are 14.1 million people in the UK living with a disability, making the availability and range of suitable fashion …

Read More

We use cookies to offer you a better experience and analyze site traffic. By continuing, you consent to the use of the cookies following our privacy policy. You may choose to opt-out through our privacy policy page.