When and where did you first begin?
I have always been very interested in fashion, and have been involved in the industry in different ways over the years. I have been building my own fashion design and manufacturing business throughout my entire career. This experience led to the birth of my own brand - Veronika Guardi. The brand officially launched in May 2020 but we have been preparing for it since summer 2019.
Where does your design inspiration come from?
Our design inspiration comes from the human body’s natural shapes and silhouettes. We design clothes for the women who love and cherish them. A lot of our design inspiration also comes from fabrics. When I see a fabric, I can immediately picture what it will look like as a garment.
Describe your brand in three words.
What is the most difficult aspect of running your own label?
It has been difficult launching a new fashion brand during the COVID-19 pandemic, and so we had to adapt to this unexpected scenario very quickly. The world is constantly changing and we are constantly evolving with it.
Which part of the creative process do you enjoy most, and the least?
I love the work involved at the start of every collection; where the concept is born. This involves concept development, choosing fabrics and sketching.
The logistics of running a brand are my least favourite part, such as administrative tasks, including organising trims and handling couriers.
Do you have a mentor?
My mentor has always been my mum, who has worked in the fashion industry for over 20 years.
How long did your current collection take to create?
We are currently developing our SS21 pieces. It has taken longer than anticipated to put our thoughts and ideas together, but we are now working on the production of the final samples.
What are your future plans?
We plan on evolving the brand so it includes more daytime and loungewear pieces. It is very important to us to listen to what our customers want most. Easy-to-wear, comfortable and leisurely garments with modern touches are the most on trend, and this is also appropriate for the environment most of us are living in.
What pieces do you think everyone should have in their wardrobe?
A black dress, a white shirt and a staple print.
What attracted you to The Clothing Lounge?
We were instantly drawn to what The Clothing Lounge represents in terms of sustainability and supporting independent designers. Their mission to end mindless consumerism really resonated with us as sustainability is at the core of everything we do. We embrace slow fashion and concentrate on producing clothes that have a long lifecycle and last beyond a single season.
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