As part of our creative hub, British Style Society are talking with upcoming designers on what they love about the industry and what inspires their spectacular collections. Recently Editor Natasha had the pleasure of talking with womenswear designer Aina Brence, on her new clothing line and insights to the fashion industry. Take a look at what inspires Aina and why she loves creating stunning womenswear.
Aina, give us a little insight into your creative background.
I made my first pair of trousers when I was 14. Straight away, I fell in love with the craft, especially pattern cutting. Every ready-made pattern I bought at that time fit horribly so the art of constructing figure flattering patterns intrigued me. I went on to college to study sewing and pattern cutting back in Latvia. Upon moving to London, I expanded my knowledge and studied the art of pattern cutting, sewing and fashion design privately with a lot of hands on experience. I now also pass on my knowledge to students at Inseam Studios.
What was the influence for starting your own label?
A drive to be an entrepreneur as I didn’t find much joy working for others. Fashion design is one area I was really good at so why not do what I love. The hardest part was taking the leap but once I did things magically started to fall into place.
What have been your key inspirations for your design and concepts?
I get a lot of inspiration from things around me like bold shapes, landscape, fabric and trends, but also a lot of it is based on my own intuition and the feeling I want someone to have when they wear the pieces.
Describe the essence of your label?
Inspirational: Inspiration comes in many forms and our brand hopes to inspire women – we want the garments to make women feel empowered to achieve their goals, chase their dreams and be themselves.
Tell us why your label stand out in this competitive industry?
Because we are creating a brand of beautifully designed, quality clothing for women that connects on with them on a deeper level – existing and new clients understand that these clothes are not only quality pieces but pieces that will make them feel confident.
Are there enough opportunities for emerging designers to showcase their designs and enter this competitive industry?
I think there are opportunities available but you must go looking for them. The entrepreneurial journey can be exciting and petrifying all at the same time – the key is to be creative on how you go about finding new opportunities, building a network and getting noticed.
Is the fashion industry campaigning enough for boutique labels and recognising emerging talent?
This question is being addressed more and more every day but there is plenty of room for improvement.
Who is your ideal customer?
Today’s goal-oriented, strong and style-conscious woman who needs a wardrobe that expresses the same confidence she has in herself
What has been your most memorable success to date?
It is very early days, as we’ve just launched the collection – but the biggest success for me is the love I receive from women who wear my pieces. The feedback we’ve received has been amazing and being able to make someone feel great with your creations is a great feeling.
What has been the most challenging stage when bringing your fashion label into the industry?
Building a network. Finding people who want to work with you because they understand your brand and believe in delivering the same quality you do.
What is your fashion label’s signature style?
Clean, sophisticated silhouettes with strong, flattering shapes and chic tailoring.
What are the key images you want to portray when people see or hear your label?
Sophistication, quality, femininity, power and feeling of inspiration.
On a personal note, how would you describe your style?
I fluctuate between casual and sophisticated, and I love wearing my own label.
What do you hope for the future of the label?
I want to build a label that has an extremely powerful brand presence and strong connection with our customers. A brand that also gives back to the community.
On that note, we have created the Celebrating Inspirational Women Group on Facebook where we encourage women to nominate another woman in their life that has been an inspiration to them. And every 50 days the most inspiring story will receive a gift from us in a form of an outfit. One for the lady who did the nomination and one for the nominee. Go check it out!
Thank you so much to Aina for giving us an invaluable insight to her creative journey. Check out Aina’s signature collection inspiring women to feel confident, elegant and empowered.