Slow fashion

what it means to me

You will have heard about slow fashion by now I'm sure. The fashion world is buzzing about it. But what it means to me says a lot about my designs and how I approach life in general. I have always had a love-hate relationship with fashion. From the early days on when I worked in retail and saw how narrow-minded the fashion world can be, I did not recognize myself. I didn't like how the whole world seemed to evolve around the next collections coming out. As if nothing else mattered or was important. As if my favourite garment from last year suddenly had to be thrown out just because it didn't match the latest trend. At that stage in my life I decided it was not for me, and I quit fashion all together.

But fashion found me again in a later stage in my life. When I realized I could do it my way. In stead of designing new collections replacing previous ones I design pieces that ad something to previous ones. It is how I have a relationship with my own wardrobe as well. I have a little black jacket that I bought more than 15 years ago. The lining it falling apart and I will have it mended so I can cherish it for a few more years. I pair it with something new and ad another piece that I'm fond off creating a whole new look with both old and new pieces.

This is how I want my own designs to be cherished as well. From the limited editions to Aimmea | Basics. I want you to love them as much as I loved designing them. 

Slow fashion to me is not your typical fashion trend. Slow fashion means staying true to yourself, expressing yourself through fashion. Finding a piece of clothing that you love not because the fashion magazines tell you you should love it. Being confident about what your style is and not caring about what people think. It is about being proud to not look like everybody else. By not blending in he crowd but rather stand out.

This is what I wish for Aimmea to be.

As always, thank you for reading! I so very much appreciate it.

M.