A Linen Summer with Oramai

q: What was it like working with some of the biggest names in fashion, such as L’Officiel, Vogue and Harper’s Bazaar? a: Starting my career at L’Officiel in Paris gave me a valuable insight into the fashion world. Being one of the oldest fashion magazines in France (they are celebrating 100 years this year) and located in the fashion capital Paris, I got to experience everything from front row moments with Karl Lagerfeld, to crying in the style room over lost shoes, to helping models climbing up crazy abandoned buildings for the perfect cover shoot. Last but not least, being surrounded by very talented and creative people, who had an enormous impact on me as designer. q: How did you transfer the skills you learned there to forming your own brand? a: Moving from print magazines to working in-house for various high luxury brands, I learnt how everything is inter-connected. From the font to the spreadsheets, it's important that you have an overall brand identity and mission that you and your employees share. q: Can you explain a little more about the name ‘Oramai’? a: It is Italian for ‘by now’. Oramai is a sustainable luxury label that brings a timeless and clean aesthetic to the modern woman’s wardrobe. With the welfare of the environment and sustainability at the heart of our brand ethos, we believe that ‘by now’ consumers should not only expect their clothing to be created with the highest quality of craftsmanship, but also in the most environmentally ethical way. q: Why is linen the chosen material for your collection? a: In the search for sustainable materials, I discovered that organic linen is not only pesticide free and completely biodegradable, but that the production process protects both farmers and the consumers. As such, linen has become the core fabric to all of our designs. q: Describe Oramai in 5 words. a: Timeless. Effortless. Chic. Organic. Comfortable. q: How do you think independent brands can help change the fashion industry? a: I think independent brands are the forerunner to the change that is urgently needed in the fashion industry, because we have the luxury to start our process right from the beginning instead of changing old habits like the big fashion houses. q: What are the next steps for the brand? a: Hopefully to grow the team and launch in more countries.