'This brand is for those who are seeking something new, who want to be inspired to explore what beauty means for them.'
I love the idea of a limited-edition objects you want to keep, so it was important to me to create one-of-a-kind packaging that you can sort of collect. supporting us both in the London store and online, which will allow us to reach a global audience, we're going to do pop-up shops in places chosen according to the theme of each collection. [We want to] create a real experience for people to immerse themselves in, to understand the story behind the products.
Most definitely. There are so many amazing subcultures that are usually excluded from mainstream media that offer so much inspiration. I want to speak to a wide array of people and find a new approach to product design. We're going to drop several collections a year, each one entirely different from the previous one.
I wanted the first drop to really set the tone of the values for the brand. 'Industrial' is a hardcore concept, and I loved elaborating [on] it through a beauty lens. Think gritty and underground, black leather and shiny latex, chrome piercings and rubber. The collection asks you to break free from commercial standards, to turn your gaze back to yourself. It's about being strong and confident in your own choices and tastes.
Our planet is a magical place, and unfortunately the industries we work in are very wasteful. There are vast opportunities to change, and one of my goals for the brand is to learn how we can better ourselves as we go, working with our sustainability consultant who will help us [be] proactive in our approach.
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