What are your thoughts about the significance of this season given so many major designer debuts?
I’m sad that I probably won’t have much time to see them because I’ll be busy with planning our Paris event, meeting buyers, and hosting our showroom, which runs for a full week. But once the stress calms down, I’ll definitely look at the debuts. I’m excited to see fresh ideas and something truly new on the runway.
What excites you in fashion right now?
Storytelling, discovering emerging talents, and playful details like neon accents really excite me right now.
What is one reason to be optimistic about the state of fashion going forward?
Even in difficult times, humanity has always found ways to overcome challenges — and fashion plays a role in that by offering joy, escape, and dreams. Fashion can make you feel safe, sexy, or inspired. I look forward to continuing to create objects that bring joy and allow people to connect with something uplifting.
What are the main elements that make your work unique and fulfilling?
Storytelling and the way we mix techniques and fabrics make the brand unique. Each season we create a fashion film that tells the story of the collection and the girls wearing it. I’ve always loved cinema — I once wanted to be a director — and now I build worlds through garments and direct our films with my partner, Jens Burez. I especially enjoy editing, when all the footage comes together and new storylines appear. Collaborations with other creatives, exchanges with my team, and the community around fashion are also incredibly fulfilling for me.
What do you enjoy most about Paris Fashion Week?
I love meeting new people. Paris Fashion Week is a chance to connect with clients, press, and supporters from all over the world. It’s still the main fashion week where most people gather, and even brief encounters can lead to inspiring conversations and new friendships. I love that energy.
Do trends still matter?
Trends come and go, but personal style stays. I think it’s more meaningful to buy and wear pieces that make you happy, regardless of whether they’re trending. Mixing new and old to create your own style is what excites me — and what I hope people do with my collections. Of course, I aim to inspire trends too, but most important is finding people who connect with the brand beyond just a fast fashion moment.
What are the key cultural or societal influences shaping womenswear today, and how do they inform your creative direction?
Pop culture is a major influence. Rising stars like Addison Rae or new models like Alex Consani spread fun, positivity, and confidence on social media. They show that it’s powerful to feel sexy and comfortable in your own skin. That spirit inspired my new collection motto “girls just wanna have fun,” with sexy, beachy garments, statement pieces, and playful silhouettes.
Given current uncertainties, in what ways do you see brands/houses effectively driving business growth?
Many brands try to grow by producing more, but in times of buying fatigue and rising prices, that feels risky. I prefer to focus on giving people something to dream about and building community. For example, our collaboration with the K-pop group ILLIT allowed us to design stage outfits and music video looks. That not only helped fans discover our universe through music, but also created magical, joyful moments — which for me is the most exciting way to grow.
Tell us something surprising about how you got to where you are today?
It’s not really a surprise, but without my team, my partner, and supportive friends, I wouldn’t be here showing at Paris Fashion Week for the seventh time. I’m deeply grateful to my community and to everyone who believes in the brand. It would not be possible without them.
Your brand is relatively young. How do you think you can develop it in the current fashion scenario?
I started the brand slowly in 2021–22, and it has grown at a good pace. There is still so much to achieve, and I prefer steady growth over rushing, especially in today’s uncertain economy. With many e-tailers struggling or closing, young brands need to be careful — cancelled orders after production can be devastating. That’s why I focus on building strong, lasting relationships with retailers and also connecting directly with customers. Listening to them helps guide how, where, and at what pace the brand should grow. I also try to celebrate the small steps, because in this fast-paced industry it’s easy to forget them.
In what ways is AI helping you develop and realise ideas that might not have been previously possible?
To be honest, I’m not really using AI yet. But I am fascinated by tools like the upcoming Apple AirPods Pro 3, which promise live translation. When I visited Japan and South Korea last year, language barriers meant we often relied on phone translation and hand gestures, so a tool like that could make future trips much smoother. It’s exciting to see how technology might help connect people in creative industries across languages.
Can you share a mantra that speaks to this moment in time?
Hakuna Matata! This season our Paris Fashion Week venue caught fire less than two weeks before the show, but in the end, there are always solutions. I believe where there’s a will, there’s a way — something my mum always told me. Strong willpower and optimism keep me moving forward.
This interview has been lightly edited.
