Thursday, 24 May 2012 by Irene Hoofs

Fashion Story with Flora and Henri.

F: Fashion is… A way to present yourself to the world, to distinguish yourself from others and a way to express the way you see yourself each day.

A: Accessories are important because… They aren’t for me unless they have a sentimental or precious touch. My favorite jewelry are pieces my grandmother wore whenever I saw her. I like simplicity and I cannot work hard for fashion.

S: Starting our Brand was... A time of great optimism and of freedom to create. As time moved forward, owning a brand has been 95% work and 5% creativity, but I still can’t live without that 5%.

H: Home to me is... A nest for my family, completely removed from the world outside. Love. Love. Love and big meals, quiet spaces, beautiful objects and fragrant flowers.

I: Icons in fashion are to me... MARNI (If I end up really poor you will know why) I love the style of Cate Blanchet and Michelle Williams, but great casual street chic is always the most interesting.

O: Over the years we have learned that the most important thing is... To stay calm and have a long lunch. Then, go home to my family.

N: New ideas often arise when... I am far, far away from the question or problem. I need space to think well.

S: Style means to me... A great sense of self. I love European women because they do not conform to a Hollywood look. There are many women with very non-traditional faces who make you look twice with their stunning sense of self.

T: Trade-fairs I like to go to… None. For the children’s market, Playtime or formerly Bubble, was a lovely way to meet other young brands and creative people, but as a sales tool, I think they are a thing of the past. The internet has changed the way people are exposed to brands and has liberated small labels from the strangle-hold of the big doors in retail.

O: Order, our breakthrough order came when… Still Waiting! But I love our loyal, confident shoppers that come back again and again. I would like to kiss each one of them.