Q: What is your personal definition of Authenticity?

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For me ''authenticity'' means being very close to yourself, listening to the inner unique power that we all have and shape all your values and actions based on this power. As individuals even the businesses, the cultures, the countries have their own values. And if these values come from within, that will make them authentic. The authenticity and the origin have close relations. If you know the origin, you will always create your own path in a different way: this way will bring you authenticity. In fashion it is the same. It doesn't matter if you are a brand, an influencer or a store owner, the more you touch your core values, the more you will create an authentic story. Check Dior, Burberry, Gucci: they are capable of harmonizing their values within timeless and seasonal trends.

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Q: Within your business, Authenticity is one of the pillars. Why?

 

Yes, authenticity is one of the main reasons why I want to focus on modest fashion. The modest fashion itself was created by authenticity. When we talk about authenticity in modest fashion, we should talk about cultural codes. I have had the chance to meet thousands of designers from Europe to America, from Asia to the Middle East, from Australia to Africa. The common thing is that I realise the culturel codes are quite influential to modest brand stories. Another interesting point in modest fashion is that from one market to another, the trends are changing very fast and this shows the power of authenticity. In one region you can see designers using the traditional techniques with a fresh and dynamic touch and being very colourful while other region consumers prefer more minimal and practical styles. These differences bring a very beautiful creative diversity and a soul to modest fashion. This is what I love most.

For sure there are seasonal trends, pantone codes, special prints that each brand should follow very professionally but modest fashion brands are quite successful as they are harmonizing their timeless brand codes with the latest trends.

 

 

Q: It is not easy to keep promises, but today's consumers are very careful: who is your target and why do they turn to you?

 

Our consumers are the women who are bored of the image of a standardized woman in terms of fashion and style: being very fit in a perfect body, having trendy hair colour or always consuming the latest trends without questioning. I can say modest fashion consumers are more open to new ideas. They believe in the power of authenticity and they want to experience it within their wardrobe. They are looking for unique styles and sometimes in addition to that a meaningful promise. As Modest Fashion Weeks, we are very careful about curating diverse styles, having big size models and all color skin models. We talk about diversity, sustainability, inclusivity. Because consumers want more transparency and self- representation. Last but not least, the brands, especially in the luxury segment, should listen carefully about the young generation needs as they have very different behaviours.

 

Q. You believed in your values and achieved incredible goals: can you tell us about it?

 

It is a hard question, but  I would say my freedom as the first thing. Doesn't matter what you are doing, you should be free from all fears, negativity and you should be the main actor of your life. I sometimes like to ask myself, do you want to continue with this role, this identity, this company? And if the answer is ''yes'', I continue with what I'm doing; if the answer is ''no'', I know I have the power to change and dream from the scratch. Another good achievement is earning trust from all the people that are sharing my journey both personal or professional. It is amazing how the right people just come to you at some point.  Lastly I'm 31, managing two companies and have travelled to more than 30 countries, this makes me smile.

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