“There I have noted that “she creates clothes that do not have the purpose to adorn a woman’s body, but to liberate it”
UNEINS is definitely a brand not to be missed — if you’re shopping for an outfit that would allow you to feel eminent, exceptional, and impressive. With pieces of artifacts that are so creatively designed by German lead designer Linda Förstner who lives and works in Helsinki, you’ll never fail to find something that would electrify and excite you while you’re browsing through their collections. From the way their clothes are designed to the unique colour palettes used for their model’s make-up, one should already be able to tell that UNEINS is trying to make a statement, a strong and bold one indeed.
Being so terrible curious about this whole conspiracy, we couldn’t resist but to interview Alex Atanasova, the person who’s calls the shots for the Marketing and Business Development at UNEINS. So, this was how our interview went!
IG: Hi Alex! We are absolutely delighted to have you and your team here with us today! To start off, do share with us more about your brand UNEINS. Why UNEINS?
Alex: Hello and thank you for having me. We are really thrilled to featured here!
The brand name was inspired by the German word uneins ( un-one) which means to be different, to stand out. Quite literally this is the answer to your “why”. We were craving for a brand that is different from the mass luxury market, which is flooded with shiny brass plates screaming engraved familiar logos. We wanted to create a contemporary luxury brand, for the new generation of women who seek originality and premium quality for their curated wardrobes; women who appreciate bespoke modern design and are naturally, by the virtue of their high style, fashion influencers – women who set the trends for the rest.
IG: What does fashion mean to the UNEINS team?
Alex: Fashion is enduring power; it can be expressed through simplicity and minimalism or indulgence and elaborate excess. Nonetheless, those who have mastered its possession are intrinsically superior. One cannot be indifferent towards fashion.
We believe that the times we live in are different from what they used to be 5, 10, 20 years ago. The modern successful woman is younger, more dynamic and braver than ever before. The fashion codes we live by are different as well – the staple luxury houses are striving towards striking a more intimate, personal tone with their customers, while mid-range brands are constantly present with one micro season after another, all aiming to impress the ever more sophisticated women who seek really distinct signature looks.
UNEINS is brand that puts the power back in the hands of the consumers. Whether it is in regards to style, quality, origin, selective curation, sustainability and most of all high-end aesthetics, we believe that we – the new generation of women – have long waited for a label that is as transparent and ethical, as is sophisticated and high fashion.
IG: Where does the UNEINS team draw inspiration from?
Alex: My colleague Linda Förstner is the lead designer of the brand. I just found an old moleskine where I have taken notes the first time we met and started talking about her vision. There I have noted that “she creates clothes that do not have the purpose to adorn a woman’s body, but to liberate it”. I wouldn’t speak for her, but I believe she finds inspiration in just that – pursuit of un-ordinary, liberating elegance.
IG: What is the greatest challenge to your team when designing a piece?
Alex: I don’t think that design per say is challenging. The most challenges we face arise in regards to fabrics. We source our materials only and exclusively from premium manufacturers in Europe. Often these are small family-run business with generations of heritage in the business, producing limited quantity luxury fabrics. That creates challenges with quantities and availability. The garment creation is no different that sculpturing from textile – the textile is quite important in that sense and compromises are hard to make.
IG: Describe the UNEINS lady in one sentence.
Alex: She is a conqueror of urban landscapes, a style leader in her own right.
IG: What is UNEINS’s stance on the use of fur in fashion?
Alex: Fur and leather are controversial materials from the obvious reasons. We make no compromises with the source of fur and leather products we use – we source them exclusively from certified producers, where the fabrics are by-products only. In other words, no animals are being hurt for the purposes of supplying fabric.
IG: The super skinny trend has been on the runway for ages. Do you think it’s here to stay?
Alex: Personally, I don’t think the “super skinny” will remain fashionable for longer. It has been evident that a much stronger trend today is of fitter, healthier, more fitness-like bodies. Regardless, I believe that body image is always is going to be a consequence of the fashion industry. One way or the other, a trend with longevity that we stand behind is confidence. The women for our brand are confident in their own skin and comfortable with who they are regardless of their size. Remember, fashion is power – it can be a strong allies if we know how to use it.
IG: Do share with us your hopes for UNEINS in the future.
Alex: We can only hope to continue helping more women be “uneins” – standing out from the crowd. At the end of the day this is what we all want – being noticed for our own unique individuality.
IG: On a parting note, is there anything you would like to say to aspiring fashion designers?
Alex: As a non-designer, I am not sure if I am the best person to give advice to designers, but as a consumer and marketer I would say: create with the intent for longevity, not just the passing trend of the day or the moment-strong wave of inspiration. It is the big, bold, brave ideas that remain and last through time. Be different, be uneins 🙂
Do visit UNEINS !
A huge thanks to Alex Atanasova for taking the time to have this interview.
Article contributed by Tesmi! 🙂 Photo from UNEINS.