What profession would you take on if you weren’t a designer?
If I weren’t a fashion designer then I would probably be a strategy consultant in the retail sector, or for small-medium sized companies seeking growth. I enjoy a responsibility that requires seeing the whole picture.
What made you decide you wanted to be a designer?
When I was a child, as most stories begin, I drew clothes that I wanted but couldn’t have because they were unavailable in my size and for my age. As far as I can remember, this started around the age of seven. My dream job swung back and forth throughout the years among different professions, including becoming Tarzan and learning the language of animals, but the swing always came back to fashion.
I often watched MTV at that age. It was before YouTube, back when MTV was more about music and less about reality shows. I was very much intrigued by the costumes that were purposefully designed for music videos and music award shows. I obviously couldn’t find similar costumes in my size so I drew them instead, and modified them according to what I thought looked better.
What do you love most about fashion?
Seeing women wearing something that was once a spark in my mind, is a very special feeling. Unlike other types of art, fashion is an inspiration that when produced, it can be worn, personalised and carried to different places. It is an inspiration that becomes part of your daily life, and helps you deliver your messages. This is what I love about it.
I always say that fashion is merely an accessory to one’s personality, and hope that my creations give out an aura of confidence-minus-arrogance.
Who is your client?
An intelligent, urban, woman between the ages of 27 and 40. She owns designer brands and wears them on certain occasions (so she understands quality) but seeks affordable alternatives with “designer” character for her daily life, in order not to compromise her reputation for the elegant flair for which she is known.
Who is your style icon?
My historical style icon has always been Audrey Hepburn. A whimsical icon of elegance who challenged the definition of a classy woman, at a time when women were expected to be either classy or funny.
My modern-day style icon is Miroslava Duma, who is yet to write her own history.
What’s the most inspiring place for you?
If I had to specify one location, I would say: the café of a national museum. My brain buzzes when I take a coffee break after wandering in a museum, especially one that showcases work from the Renaissance period.
Do you have a specific research process when you start designing new pieces?
The first stage of my research always consists of four tasks: market research, inspiration board, silhouette development and fabric research. The order of these four tasks depends on my inspiration, which dictates the starting point of the research and the sequence of the tasks.
For example – if my inspiration is triggered by the current social & cultural movement, which dominates the mood of the people, then the starting point of my research would be the identification of the movement’s elements that suit my brand’s identity — and that takes me straight to the inspiration board.
Roanne Othman is available on http://modalyst.co/