Mess Magazine ISSUE 12

have a stand-up meeting where become a company. Considering your startup you see a different
we discuss achievements, all of the expenses to start and perspective. All these
doubts or important things. maintain the business not only perspectives teach you
Then, we carry on working until provides a good overview of the something and help to develop
about 6.30, when it’s a gym or feasibility of your business the idea. If we think about our
soccer time. Keeping the body model, it also means higher journey within the past months,
in shape and getting our stress chances of receiving an it has been an incredible ride
released is key for a healthy investment. Showing that even and evolution. Go talk to people,
routine. After the gym, we have small expenses are taken into especially those who have seen
dinner all together and we work account is a synonym of more than you or that are
while relaxing, maybe laying professionality and mature experts in your industry. Within
down on the couch, and we understanding. your team, organize feedback
discuss the (many) things to be sessions. Too often people tend
solved or approached. Bedtime 2. Find the right balance to keep things for themselves,
really depends on individual The startup life is great, but it and that ends up harming the
habits. can become exhaustive. To company and individual
perform at best, you have to find relationships. We organize
Where do you see yourself and the right balance both in and out feedback sessions, about every
your startup Staiy in five years? of the “office” (most probably month or a couple of months. In
anywhere with a WiFi). these, each team member says
Staiy will be the leader for what they like and what they
sustainable online shopping. Within your team, each member dislike about other team
We see ourselves managing the has strengths and preferences. If members. It’s a great way to
company with talented people they are respected, productivity bond by being incomplete
who believed in the project and is boosted. Make sure that honesty while gathering
worked with us from day one. everybody has a clear task and feedback. It worked out great
We see Staiy as the most that the roles are split: it’s the for us to make sure that
influential company in driving best way to move forward. As everybody was aware of where
the transition towards the startup life can absorb you, they were appreciated and
sustainable fashion, with the it’s important to always leave a where they had to improve. If
capability of incentivizing a time frame to get it all out. Gym, you want a great startup you
wiser lifestyle under many sports, and drinks are more than need a team that is willing to be
aspects. Towards this goal, we welcome! Also, don’t forget to at their best, and being aware of
are moving one step at the time: celebrate your achievements! … strengths and weaknesses is the
it’s always good to take But remember, if you do not first step.
ambitious aims and look at the give up other things and grind
stars, but it’s equally important for what you believe in, you will 4. What you’re excited about?
to know where you are at the hardly achieve what you want! We are looking forward to
moment and where is your next seeing a growing interest in the
step to move forward. 3. Talk actual story behind the end
Communication is fundamental. product. It will be exciting to try
What 3 tips would you give It’s essential to the success to to do so in a smooth way:
other Start-up founders on your startup. There are two main attracting customers with an
the way? areas where communication is intuitive website, educating
fundamental: outside and within them with the reward system
1. Work out the numbers your team. and product information and
In the beginning, it’s easy to get setting the new standards
super optimistic about your idea When you start, it’s a common for the fashion industry. We
and be sure that you will belief that you have got the next want people to look good and
succeed. And that’s a big thing. People are scared to feel good. Moreover, we are
great start. talk about it because they are excited to see the merger of AI
afraid someone could steal their and sustainability in one
The moment you break down all billions of dollars idea. We platform and seeing the
of your potential costs and learned that every time you response to the fresh style
revenues, your idea starts to engage in a conversation about approach that we are bringing.

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sanaz wasser Imagine creative fashion concepts
that ALSO use vegan and recycled
MESS materials and are made ethically?
Rising brand SANIKAI is an expert in
MAGAZINE this capacity —

issue 12 Founded in 2015 by husband and
wife Kai and Sanaz Wasser, the brand
strives to promote a positive and
caring attitude towards the natural
world. After noticing an empty niche
in the market for sustainable clothing,
the couple decided to find quality
environmentally-friendly materials for
their own brand, and worked hard to
do so.

IN HER INTERVIEW, SANAZ DESCRIBES THE INSPIRATION AND
PROCESS OF CREATING HER UNIQUE BRAND.

What is the inspiration for
creating your brand?

I was 29 when I decided to quit
my well-paid job in the
advertising industry to study
design. This was around the year
2010, and at that time in my life I
already shifted to a more
conscious and sustainable
lifestyle and realized that there
weren’t many environmentally
and animal-friendly yet also
ethical and of course fashionable
brands available. The reason I
decided to study fashion design
was so that I could create my
own cloth.

During my examination
phase-and just for fun, I created
a Facebook and an Instagram
account and uploaded pictures
of pieces for my diploma.
Almost instantly, I got order
requests from all over the world.
The feedback was incredible,
and it led to my and my
husband’s decision to bring
SANIKAI to life and turn it into a
business reality.

How come you picked the
name SANIKAI?

SANIKAI is a play on words. My
name is Sanaz and my
husband’s name is Kai. He
tremendously supported me
during my exam time and
relieved me of any additional
pressure. To integrate his name
in my diploma thesis was my
way of saying thank you. The
name stuck with us and we truly
liked it. So we decided to keep it
when we founded the brand.

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sanaz wasser Did you and your husband big and sometimes barely
work in the fashion industry possible mission. Materials and
MESS previously, and if so, in opportunities were almost
what capacity? non-existent. Today, there’s a
MAGAZINE wide and diverse range of
No, not at all. I worked in products and more and more
issue 12 advertising for many years. Kai suppliers of fabrics and
is a process-engineer and is materials focus on sustainable
responsible for the technical and innovations. Of course, as
business-oriented part. entrepreneurs, there are
additional hurdles, such as
Did you create your brand with self-discipline and resilience
a team or on your own? which require both a good sense
of self-criticism and confidence.
Kai and I created the label on There’s no one else to measure
our own. However, we recently your work and give you
started to expand our core team feedback, so it’s crucial to
because we’ve been growing. question every single work.
We focus on proactive team However, it is important to
members who participate and simultaneously compliment and
take action. motivate yourself so you stay
confident. Moreover, each
What hurdles did you need to collection’s success can vary so
overcome as entrepreneurs? it’s important to stay
down-to-earth, yet not give up if
To be frank, many. But the we didn’t receive as many
hurdles have changed compliments. There’s always
throughout the journey. At the another season ahead of us.
beginning the sourcing was a

“...we were driven only by
an ideology and the desire

to be part of a positive
movement. Profitability has

not been our priority for a
long time.”

How long did it take How do you incorporate Has it ever been difficult to
locate production resources
for SANIKAI to ethics into the production of that are environmentally
friendly/vegan?
become successful? your clothing?
Yes, it was indeed. At the
It’s not easy to give a simple We manufacture in Switzerland beginning between 2010 – 2015
response to this question. My at a training center, which it was actually very difficult.
upbringing influenced my view educates up to 60 students. This Prices as well as minimum
of success. See, I was raised by guarantees a short supply route purchase quantity for ethically
very strict parents and my father and keeps our ecological produced materials were
put a lot of emphasis on the footprint as low as possible. At unrealistically high. However,
best grade. The second-best the same time, we support a In the last four years things
was never good enough. local business and are part of have changed enormously for
SANIKAI has not yet reached young people’s education. We the better.
my demands and goals but if also try to avoid unnecessary
you ask me how much effort it material and fabric consumption.
takes instead of how long, I can And of course, we only work
say, it took a lot and needs a with certified organic or
little more. recycled materials.

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sanaz wasser

MESS

MAGAZINE

issue 12

Who is your target organically for the last four consider it rewarding. For
market segment? years. Nevertheless, we are also instance, I spotted a friend of
aware that we have benefited mine during the summer
Our target customer lives from social media and were holidays wearing a two-piece
consciously and places great able to reach our segment from our first collection.
value on quality and timeless outside Switzerland. These are fulfilling and
designs which are simple but still priceless moments.
elegant and unique. She is What was the most fulfilling
confident and embraces cuts, aspect of creating your What are your future goals
proportions and colors. She own brand? for SANIKAI?
knows her favorite pieces, which
she combines well for various The creation of my own brand Currently, we aim to work with
occasions and loves to wear and itself brought of course flexible the Women’s Cooperative of
appreciate for many years. working hours. Before the twins Marrakech to allow their talents
were born I was a night owl and to flow into our pieces.
How do you market to was always grumpy in the Moreover, we plan to launch a
this segment? morning. I’m still grumpy small accessories line in
sometimes but very thankful to collaboration with other
In the beginning we were driven adjust my work to my everyday designers and artisans of North
only by an ideology and the life. Beyond that, every time I Africa. And finally, we’re going
desire to be part of a positive see that our clothes fit our to be at Paris Fashion Week this
movement. Profitability has not customers perfectly, or when I September 2019 and will show
been our priority for a long time. suddenly see someone walking our latest collection in a
As a result, we have grown past me wearing SANIKAI, I showroom in the Marais district.

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yuna miray Sustainable is the New Black —

MESS In 2017, Fashion Design graduates,
Irina Könitz & Semiramis Wall joined
MAGAZINE together to start a sustainable fashion
revolution called Yuna Miray-
issue 12 “the future we want”.

The latest Yuna Miray Collection
features classic and modern clothing
for everyday wear. All of their clothing
is produced with sustainable fabrics
such as Merino Wool, Organic Cotton,
Tencel® / Lyocell, and packaged
with the environment in mind. They
even partner with Avocadostore, a
marketplace for eco-fashion, and
Insect Respect.

WE CAUGHT UP WITH THE INSPIRING WOMEN BEHIND THE
MODERN FASHION LABEL, AND LEARNED EXACTLY HOW
THEY ARE CHANGING THE WORLD AND MAKING
SUSTAINABLE THE NEW BLACK.

IRINA KÖNITZ & SEMIRAMIS WALL,
FOUNDER’S OF YUNA MIRAY

The beginning of the Yuna What does sustainability

Miray fashion revolution mean to you?

started when… I: Acting sustainably means
constantly questioning your
I: We got to know each other decisions regarding
during our studies and always consumption, which affects all
kept in touch afterwards. areas of your own life. Being it
Through our respective work at the groceries that I buy, the
larger corporations in the clothes that I wear, or the
fashion industry, we both have transportation that I use to get
always thought that this cannot from A to B. I think it is a
be the only way to go and to be process of changing one´s life
successful. In our annoyance that benefits our loved ones and
about it, we got together in 2017 last but definitely not least our
and started to prepare our unique planet. The citizen who is
fashion revolution. informed and strives daily to
make the world better are
extremely important, but it must
be politically supported in the
fight for the changeover of
the economy.

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yuna miray S: Sustainability does also not
mean seasonal fashion. You can
MESS wear them forever. It is always
our goal to combine perfectly
MAGAZINE tailored clothing with the best
fabric quality.
issue 12
Is there a special meaning
behind the super-stylish bug
print? Does it have something
to do with partnering with
insect respect?

S: We had the idea of making a
special print and found this
special beetle. They are colorful
but tiny and instinctively
threatened by agriculture. On
the one hand we want to show
the beauty of nature and on the
other hand the environmental
awareness! We donate to insect
respect for every beetle
shirt sold.

I: Insect Respect creates
flowering areas for insects. So
they get a habitat far away from
fields contaminated by
pesticides. Insects are an
extremely important part of the
ecosystem. They not only serve
as pollinators and thus also
secure our food, but are also
staple food for birds and other
animal species.

What are your go-to staple
pieces that you believe
everyone should have in
their wardrobe?

I: A well-fitting blazer in a classic
colour, jeans, at best without
washing and a cloth trouser, a
trenchcoat is important and also
a pencil skirt. But the most
important thing is always to
ensure a perfect fit and to find
your personal style. A good
salesperson or an honest
friend is worth their weight in
gold here.

What do you want Yuna Miray
to portray to consumers?

I: The fashion industry needs to
change as quickly as possible.
Much more information may
have to be conveyed to show
the customers that sustainability
and fashion are not mutually
exclusive but rather enhance it.

S: Yuna Miray is a portrait of a
modern business woman. She
wants to look particulary noble
with fine materials. It has a new
classic look.

Any suggestions on how to
create a sustainable lifestyle?

I: Try to pay attention to where
the garment comes from. The
manufacturer should enable the
customer to provide information.
Natural, certified materials are
not only better for us, but also
for the environment. Also buy
second hand. There are great
providers here as well. A
garment that has been
manufactured to a high quality
maybe last a lifetime. And as
already mentioned fashions
come and go. Find your own
style and your wardrobe will
walk the path with you.

MAGAZINE MESS yuna miray 62

issue 12 “On the one hand we want to show sustainable
the beauty of nature and on the other x fashion

hand the environmental awareness!
We donate to insect respect for every

beetle shirt sold.”

Where do you see Yuna Miray What are future goals for conscious. There is a wide range
in 5 years? Yuna Miray? of clothing and accessories, but
also home and living, technology
S: In five years, I see ourselves I: Of course, we want to and many more. Shipping is
as an integral part of the fashion continue to grow as a business climate-neutral and they provide
world, which makes a significant in order to create secure jobs, information on many aspects of
contribution to supplying the expand the information about environmentally conscious living.
world with conscious fashion. our insect protection and A visit to the site is worthwhile
encourage customers to be for everyone.
What are a few goals that you more aware of their clothing.
want to set for each other? Furthermore, it would of course When a Yuna Miray purchase is
be great to get the opportunity made through Avocadostore,
S: First of all, teamwork should to generate more attention with Yuna Miray will also send you an
be fun. We love what we do and larger projects in order to be envelope of seeds, to help
we are passionate about doing able to further advance the recreate and rebuild biospeheres
it. It’s a tough business, educational work. for animals and insects.
otherwise it wouldn’t work. “As a young and modern label
Always build a bridge between Please explain more about we value sustainability in all
business and family working with Avocadostore aspects of our production just
and what that means? How can as high as the art of fashion
I: That we always outgrow this change our environment? design itself.”
ourselves and embark on new
adventures. S: The avocadostore is a great
platform to gradually make your
life more environmentally

64 Fashion can be defined in many ways-
it’s ultimately a huge part of your
sustainable journey through life and reflected
x fashion through your unique personal style. It
reflects who you are as an individual —
dr. halima jarrodi
Have you ever felt like your work
MESS wardrobe is preventing you from
expressing your most authentic self?
MAGAZINE Dr. Halima Jarrodi, founder of ‘This is
HER’ has and she is now redefining
issue 12 woman’s work wear around the world.
During her Berlin FashionTech 2020
presentation, she highlighted why it’s
important for women to be able to
express themselves in a professional
and fashionable way, and how ‘This is
HER’ is helping women define their
true selves through fashion.

She was inspired to make a difference
in women’s lives after spending
many years of feeling in-authentic
to herself wearing boxy suits, with
cuts tailored specifically for men. She
found it was difficult to feel feminine
and empowered with clothing that
wasn’t tailored to her frame, and she
wanted to help other women who felt
the exact same way. So, she set out to
create a high-quality, sustainable and
essential wardrobe, starting with the
perfectioned ‘This is HER’ blazer.

WE SPOKE WITH DR. HALIMA JARRODI AND DISCUSSED
BERLIN FASHIONTECH, AUTHENTIC FEMININITY, WOMEN
EMPOWERMENT, SUSTAINABLE ESSENTIALS AND THE
FUTURE OF ‘THIS IS HER’.



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dr. halima jarrodi How did it feel to be a speaker Why is it so important
to attend?
“I realized its people’sat Berlin FashionTech 2020?
mental constraints that have As a founder or fashion brand
It was a great experience its important because you can
nothing to do with me. Itattending FashionTech and alsoconnect with people from
is not my job to change tobeing invited on the panel. Theindustries that you don’t have
accommodate their mentalidea of connecting fashion withnatural touchpoints with. It
the tech and startup ecosystem allows you to learn about new
limitations and biases”is extremely important to drivetrends, best practices and
innovation through lessons learned from established
interdisciplinary exchange. and upcoming brands.
FashionTech has once more
managed to bring together a
vibrant and diverse crowd
of people.

MESS

MAGAZINE

issue 12

I love that you mentioned underprivileged women by The biggest challenge you
making conscious purchasing
that ‘This is HER’ embarks decisions. If you talk about faced in your career and how
female empowerment and
a woman’s journey. This progression but continue to did you overcome it?
consume fast fashion brands,
highlights the importance of then your values are not in Being constantly
alignment. The phrase ‘you are underestimated because of
owning high-quality pieces. what you wear’ gets a much being perceived as “too
deeper meaning when you feminine”. It took some years
What would you tell women in consider that fashion represents until I did, and I definitely did not
your deeply rooted values. overcome it in an authentic way
the workforce who are looking while working. Back in my
How would you describe corporate career I encountered
for pieces like this? Why is it so this with working harder to
your background and early prove people that I was capable
important to make despite them underestimating
career life? me. I also tried to draw as little
sustainable purchases? attention to how I looked/
I started off in the Automotive dressed as possible although it
Generally, from a female sector and then moved into meant not being authentic.
empowerment perspective, Strategy Consulting. I have a Today, however I just don’t care
always consider that if you buy a business/economics background anymore and thus do not try to
cheaply made product that and spent 10 years studying, overcome it. I realized its
hasn’t been produced ethically working and living around the people’s mental constraints that
with garment workers receiving world, from California to Dubai, have nothing to do with me. It is
a living wage, then you are Johannesburg to London, Paris not my job to change to
hindering the progress of to Tel Aviv. After a PhD in Paris accommodate their mental
women. Some 80% of garment where I reconnected with myself, limitations and biases.
workers are women and they do my desire to do something
not receive a living wage which meaningful and in alignment
would allow them to progress with who I am, I finally moved to
and at least send their kids to Berlin to start ‘This is HER’.
school, guaranteeing a better
life for the next generation. We
need to understand that as
women with an increasing
purchasing power we have the
power to help the progression of
some of the most

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dr. halima jarrodi When did you realize you What pushed you to just go
for it?
MESS weren’t the only woman who
Well, I knew I had nothing to
felt the same way? lose, only to gain. Though it took
some solo travelling across the
During my PhD in Paris I knew I world and some facing my own
wanted to do work wear fears and limitations until I
differently, especially for the gathered all my courage and
German market as it still works moved to Berlin to create
differently here than in France, ‘This is HER’.
Italy or other countries. After my
studies I set out and spoke to as How would you describe the
many women as possible: those ‘This is HER’ Blazer?
in my network, personal and
professional and women I didn’t The idea of our blazers is to
know. I wanted to understand equip women with an easy to
how widespread the problem style and pair armour which
was and how it was structured. allows them to feel powerful and
After completing a survey with properly equipped for business
some 200 women I understood while accentuating and not
that work wear remained to be a undermining their femininity. We
nightmare for the majority of do so with a fitted but not
women and hence decided to constraining cut, elevated
take the plunge and change it shoulder polsters as opposed to
– for myself and for wide ones which are normally
other women. used to suggest masculinity

MAGAZINE

issue 12

(aka wide masculine shoulders = wears a headscarf with various
power). We know being feminine outfits and makes it look so
means being strong and so our contemporary and effortless.
blazers underline femininity For me these women have quite
perfectly while being easy to an individual approach to style
pair and style. and really use fashion as an
extension of their essence, to
What is your go-to dress express who they are at the core
code/style? and that’s why they resonate
with me.
For work? Depending on how
formal either a Jeans with a During your Berlin FashionTech
blazer and heels to easily presentation, you mentioned
transform into work mode. If it’s plans of creating travel
more formal a colour matching essentials in the future. What
pant or skirt with a usually are your goals for HER X
patterned/ colourful blouse and Universe and how can we reach
a blazer to put on top. this goal together?

Who is your style icon? Our goal is to become the first
address for the fashionable,
Oh, there are many. Some modern female professional that
old-time favorites from one of looks to dress professionally but
my favorite eras are Grace Kelley yet authentically feminine, while
who always looked so elegantly being conscious. We have
feminine and natural. Everything started very focused by
was well dosed, never too introducing a blazer because we
aggressive, vulgar or anything want to perfect one product and
like that. Same applies for Jackie be known for doing one thing
Kennedy. Though this might be well. instead of flooding the
more a time related subtle market with half-heartedly
extravaganza and elegance created products. Going forward
paired with a strong sense of we want to extend our product
femininity. More contemporary range to accommodate all the
style icons would be Mira Duma essentials a modern female
and Carolina Issa. Carolina is professional on the go needs.
elegant yet playful. I love how These essentials extend into
her clothing portrays this other garments as well as travel
feminine strength and kits to freshen up and fight
confidence without being jetlag for the busy women on
aggressive. She combines the go.
tailored and formal pieces with
more playful (colourful and What has been the most
patterned) pieces. I also adore important learning point in
Mira Duma’s style because it is your career?
sooo diverse and just very
individual. I also feel that Mira If you have to change to fit in,
Duma manages to marry it’s not your place so you have
different cultures and eras. She to create your own place.
is one of the few women that

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quintessentially Meet the women who can grant
your most luxurious wishes —
MESS
Money, money, money, must be funny
MAGAZINE in a…millennial’s world? By next
year, 50% of luxury consumers are
issue 12 expected to be younger than 30 years
old, and by 2025 millennials and
Gen Z will supposedly make up
45% of the luxury market. The
sector’s leading concierge company,
Quintessentially, wants to be there
every step of the way - whether it’s
securing a last-minute reservation at
the hottest restaurant in town,
or organising an awe-inspiring
travel adventure.

MESS MAGAZINE SAT DOWN WITH ANNASTASIA SEEBOHM,
THE GROUP CEO OF QUINTESSENTIALLY, AND COCO BARAER
PANAZZA, HEAD OF COMMERCIAL PARTNERSHIPS,
TO LEARN MORE.



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quintessentially

MESS

MAGAZINE

issue 12

“I fundamentally believe
that life is about human
connections, it’s about

connecting to others,
it’s about connecting to
yourself, it’s about new
places, new experiences.”

What are your members most local community, or getting
stuck into a culture by learning
desired services? to cook amazing local dishes or
understand its history, it’s travel
Annastasia: We look after all that opens the mind and creates
elements of our members’ lives long last memories and stories
and focus on helping to save to share.
our members time and connect
them to incredible experiences Any others?
around the world. From
recommending and booking Our members are placing
restaurants, sourcing tickets for a greater importance on
shows and sporting events, philanthropy and there is a
finding nannies, housekeepers, growing desire to give more to
tutors or music teachers, to charitable causes. Through our
finding properties, curating art Quintessentially Foundation we
collections, helping with last organise a number of
minute gift requests, or even philanthropic experiences,
organizing weddings. Travel bringing together our teams and
is top of the list; our members our members all over the world
are curious, adventurous – we’ve cycled from Paris to
and constantly seeking new Monaco, raced tuktuks across
experiences and the chance India, created a parade of
to discover new places. colourful model elephants
Whether that’s visiting a new across London and much more.
country and seeing something
spectacular, giving back to a

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quintessentially What services are available for How does the team hunt

MESS those interested in working down the best experiences for

MAGAZINE in fashion? your clients?

issue 12 Coco: It’s our responsibility to Coco: We’re a business built
keep our members connected on trusted and personal
and inspired, whatever their relationships, and each of
passions and fashion is one of our team is passionate and
the most fun! We’ve organised dedicated to seeking out the
tickets and front row seats at very best for our members. It
global Fashion Weeks – from starts with a conversation, to
London to New York; behind the understand what our members
scenes access with designers are really looking for – we
and craftsman, ensured our have to know what excites
members have first looks at them, where their interests
limited editions and fashion lie and what makes them
drops, taken members on tours tick. We can then look to our
of ateliers, and organized private network, and our knowledge
audiences with designers and of the best creators, curators,
special showcases of new partners, events and special
collections all around the world. experiences, and what we think
We’ve sourced sold out dresses, will interest and inspire our
found coveted shoes at the last members the most. Our teams
minute and styled members for all over the world are constantly
parties, openings and monitoring trends - we spend
unique events. On the client time gathering feedback from
side, our luxury marketing and our members and clients, and
experiential agency also works build authentic connections with
closely with fashion brands to the people and brands who we
help them drive loyalty and believe are making waves in the
retention by curating unique luxury market. We create the
experiences that speak to the best experience by knowing
aspirations of their top clients. each member, and making sure
We leverage our lifestyle that the touchpoint is exactly
expertise to help fashion right for that individual.
brands shape their influencer
programmes, providing their
discerning fashion insiders with
experiences that are authentic,
relevant to their audience
and truly share a brand story.



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quintessentially Annastasia, what is your vision How does the approach differ

BECOME A QUINTESSENTIALLY as a CEO for the company? when you’re working with a
MEMBER HERE:
Annastasia: Our job is always to corporate company compared
WWW.QUINTESSENTIALLY.COM be ahead of the curve, and to be
the benchmark for excellent to an individual?
MESS service. We are creating more
bespoke, personalized Coco: There are certain
adventures, events and processes you may need to
travel experiences than ever adhere to with a corporate
before, as well as highly stylized client, set focuses or points of
and curated editorial content interest already in place that we
catered to the passion points of need to follow or create
our members. We aim to be the experiences around. However,
most connected group of whether it’s an individual or a
individuals around the world. I corporate client, the idea of a
fundamentally believe that life is personal approach is at the
about human connections, forefront –it’s up to us to
it’s about connecting to others, understand the client, however
it’s about connecting to yourself, big or individual, to collect the
it’s about new places, new right data and make an
experiences. Our goal is to help informed decision to provide
members enrich their lives, be excellent service and a positive,
inspired and be innovated. happy outcome.

MAGAZINE

issue 12

How many people have What does luxury mean to you? taught by him, to experience a
a membership? masterclass – to me, that’s
Annastasia: Time. Time for me is true luxury.
Annastasia: We have 160,000 so precious and my number one
members. Europe is our biggest luxury is having the time to Where do you think the
region followed by the US and spend with people I love – family company will be in five years?
then the Middle East and and friends. I also love learning
Asia Pacific. – the chance to explore new Annastasia: Our aim is to
cities, meet new people – I have continue to evolve and expand
How do you think the luxury an insatiable curiosity and love the many ways in which we
sector is changing? to discover new things. impact the lives of our
Quintessentially members,
Annastasia: Again the idea of In terms of materialistic things? clients and fellow brand
connectedness is so important. partners. We will continue to
There was a definite shift, Anastasia: Boats, I love being develop and cater to the
from investing in a sought after out on the water. growing millennial audience, the
product, to wanting to invest in Coco: For me luxury is younger, more digitally focused
an experience and create a something authentic and quite consumer, and our existing
lasting memory, and now unique. I think it’s about creating member base. I am sure we will
wanting to connect – with new a memory, and really going open more offices and we aim to
people, places and purpose. above and beyond a product. continue to grow our
Human relationships make you Going to a fabulous restaurant is Foundation and the
more conscious, and our luxurious, but meeting the chef, philanthropic work we do. I
members are much more the inspiration behind the food, want us to remain relevant in all
socially and finding out his story, his passion cultural and lifestyle
environmentally aware. and what he brings to table – conversations. I’m excited for
having the opportunity to be what the future holds.

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jordana guimarães Mess Magazine got the chance to sit
with the talented Jordana Guimaraes
MESS to discuss her business, passion, and
life lessons. Guimaraes and her
MAGAZINE husband, Marcelo founded
Fashionnovation in 2018 —
issue 12
The company brings together
international leaders, CEOs,
entrepreneurs, and fashion designers,
to inspire conversations that lead to
revolutionary change within the
flourishing industry.



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jordana guimarães What motivated me to start How would you say
Fashinnovation alongside your Fashionnovation has changed
MESS husband Marcelo? the industry?

MAGAZINE We have always had an We have brought CEOs and
admiration for entrepreneurs, in Founders of companies together
issue 12 that they have power to make that have been able to
things happen -­they are the help start ups grow via
decision makers. We live in a investments, collaborate
world right now that needs together to create together new
lots of good social impact to be innovations to shape trends,
done, in order for it to better take away pinpoints in the
itself. Technology & industry via open conversations
Fashion are two of the biggest & debates on stage, etc. Most
industries in the world. We importantly, having become a
figured it would be perfect to portal where people can
use these industries that have so come for relevant information
much influence on society, to when it comes to fashion & tech
speak of topics which alongside sustainability,
benefits the brands/companies diversity, etc.
but also to make the world a
better place. This is why Growing up in Brazil, how
our slogan behind hard was it to get costumed in
Fashinnovation is the U.S?
“Fashion Is to Love”.
It was tough because in Brazil,
What is the inspiration behind being that preservatives aren’t
the name? commonly used in foods,
we are used to “organic” being
My husband -­who is my partner the “norm”. Where in the US you
-­has always worked in pay a high price to eat
entrepreneurship with a focus something that shouldn’t have
on innovation and I have been in been injected in the first place.
fashion PR for almost 20 years. However, it was easy in
Fashinnovation was the the sense that the US offers so
perfect combination of us much opportunity to be
merging as one. whoever you want to be through
hard work and perseverance
-­where in Brazil its not as easy
due to people who
sometimes are put in charge to
run the country.

JORDANA, HER HUSBAND MARCELO
AND LIVIA FIRTH OF ECOAGE

“Growing up in Brazil as
a kid who had everything

and seeing people next
door that had nothing, it

was a tough pill for me
to swallow.”

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jordana guimarães JORDANA (WEARING FARM RIO DRESS & VOLTA BAH),
COCO ROCHA & MARCELO (WEARING A SHIRT PAINTED
MESS BY JASON NAYLOR AND SUIT BY HALL MADDEN)

MAGAZINE What is the back story of The
Nylon Project?
issue 12
The NYLON Project is an
initiative I started to “give a
face” to homelessness. I called it
NYLON originally as I wanted to
focus on London and New York.
Hence, NY LON.
However, I realized I should
focus on one region at a time as
its a huge undertaking.
Growing up in Brazil as a kid
who had everything and seeing
people next door that had
nothing, it was a tough pill for
me to swallow. I finally decided
now that I’m older and
living in the US with marketing
and PR capabilities and how
powerful social media can
be, to use that to give a voice to
the homeless.

What do you want people to How important is homeless
awareness to you and how do
gain from reading your book, you think people can help?

“It Can Be You?” VERY!! All most of them want, is
to have people show they care.
In this book I gathered 50 of the A simple “Hi” or “Have
top fashion influencers in the a good day” goes a long way.
country to share their There are also many
story of the biggest hurdle organizations doing
they’ve overcome in their lives incredible work.
and how they did it. I then We are all human -­we all
raised $10K on GoFundMe a few deserve 2nd and 3rd chances.
years back and got a street
team to give out meals to Any advice to future
homeless in NYC and get their activists/entrepreneurs?
stories of how they wound up on
the streets. We then do “Just Do It” -­it’s the only way for
a side by side comparison in the change to happen!
book to show people that “it can
be you”. It will give
people more compassion
towards the issue -­rather than
judge it -­to want to help more!

JORDANA WITH LARRY MILSTEIN

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cynthia abila Celebrating the African Woman:
Meet Cynthia Abila —

Cynthia Abila is an Abuja-based
Nigerian designer who made her
first runway debut at the 2018 Lagos
Fashion Week. Her designs seek to
portray her local roots while exploring
the idea of the traveling woman.

@CYNTHIA_ABILA With every piece, Abilia strives to
celebrate womanhood, culture, and
MESS sustainable craft - and we absolutely
adore it. Made for women with all
MAGAZINE shapes and sizes, Abilia hopes to
empower the modern-day boss lady
issue 12 through colorfully driven aesthetics.

WE SAT DOWN WITH THE EXPRESSIVE DESIGNER AND LEARNED
HOW THIS UNIQUE BRAND GOT ITS START:



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cynthia abila

MESS

MAGAZINE

issue 12

“Style and culture are
portrayed by sometimes

adorning fashionable
pieces with elaborate coral
beadwork, which indicates

identity and status within
the community.”

What motivated you to create How important do you think
this brand? traveling is for the soul?

Ultimately, my passion for Travelling revives your passion
culture and storytelling and fuels your inspirations.
motivated me to create this Travelling is healthy for your soul
brand. I love well-crafted to be creative and constructive
narratives that I express through because you see new places,
my pieces to capture people’s experience new cultures and
attention and evoke meet new people. Generally, it
positive emotions. resets your body and frees your
soul from stress and depression
What is your number one and revitalizes your overall
driving force? mental health and strength.

My driving force is my ambition How do you nurture your soul?
and sheer refusal to quit. I never
shy away from a challenge. It • I take time to meditate in
drives me to move forward. serene environments.
• I exercise regularly
• I laugh a lot.
• I love without conditions
• I spend time in my
creative space.

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cynthia abila How do you portray style and What is your favorite piece?

culture in your pieces? My favorite piece is the
‘Naza’ skirt
Every Cynthia Abila piece is
infused with our history and What do you want people to
heritage and full of cultural take away from Cynthia Abila?
expressions with modern
aesthetics. The pieces are I want Cynthia Abila to be
mostly made from locally viewed as a fashion-forward
hand-woven cotton which is a ethical brand that focus on user
traditional fabric of bold colorful needs and defines individualism.
patterns of the Niger Delta area
of Nigeria. Style and culture are What are the three things that
portrayed by sometimes the brand stands for and how
adorning fashionable pieces do you portray them?
with elaborate coral beadwork,
which indicates identity and • We focus on user needs. We
status within the community. make eco-friendly and lasting
Cultural illustrations like products so our customers
silhouettes and seasonal could live in a more
attributes are also depicted in environmentally friendly way.
our collections. • Individualism: 0ur pieces
emphasize on individual style
MESS desires of every customer.
• We are a sustainable brand.
MAGAZINE

issue 12



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nicoline hansen Q & A with Nicoline Hansen —

MESS Nicoline Hansen launched her
sustainable fashion line, Nicoline
MAGAZINE Hansen in 2014. Her collection
includes biodegradable latex pieces
issue 12 combined with unique, artistic
craftmanship. Hansen’s sheer top with
hand-painted details, studded belt
and pink latex skirt we’re recently
featured at Vegan Fashion Week in
Los Angeles.

She has many aspirations and one of
them is to change the world with her
designs. It all started when she was
a child and began designing clothing
for her barbie dolls - “Fierce warrior
outfits or beautiful and feminine
gowns. A duality that still exists in me
today. At this young age, I already
knew that I wanted to be a
fashion designer.”

WE SPOKE WITH NICOLINE ABOUT HER BRAND, HER
BACKGROUND AND WHAT INSPIRED HER TO BECOME A
DESIGNER, SUSTAINABLE FASHION AND WORKING WITH LATEX,
AND OF COURSE, HER GORGEOUS COLLECTION,
NICOLINE HANSEN AND WHAT HER GO-TO PIECES ARE.



MAGAZINE MESS nicoline hansen 92

issue 12 “I strive to create clothes that will sustainable
last several years. A design that x fashion

makes the wearer feel beautiful and
daring, a good well-thought-of fit,

and materials that will endure and not
harm the environment.”

How would you describe After I graduated from high I believe very much in the future
school, I entered Teko School of of slow-fashion: To create
Nicoline Hansen, the brand? Design and worked for a few designs that can be used for
Danish designers, before I several years and speaks directly
The brand is all about creating decided to pursue my own to the wearer instead of creating
artistry in latex. I founded dreams and create my blind trend-following items.
Nicoline Hansen in 2014 because own brand.
I wanted the freedom to create
with my own voice and with my Hand-painting, laser-cutting
own ideals. The goal has always and stunning craftsmanship are
been to push boundaries while a huge part of your work. Can
creating artistic, yet you explain more about why
sustainable fashion. you decided to incorporate
When I wrote my bachelor them into your collection?
thesis, I chose to write and
experiment with latex. The My passion is to invent new
uncharted material constantly designs and shift mindsets. I
inspires me to fabricate elegant love to combine old ways with
and raw designs while new ways and explore possible
combining it with traditional designs by experimenting. I
materials, thereby creating create my collections from these
wearable art. From delicate experiments, and I love to
hand-painted flowers on sheer combine my drawing-skills with
fabrics to armor-like black latex the draping of fabrics and paper
combined with cotton. Soft on the body. I think it is
dreams and dark shadows. important to create designs that
The collections are composed of spark joy and makes the wearer
silky latex skirts, mesh-sandals, treasure them and use their
avant-garde showpieces, items for many years. A good
accessories, and more. design should be well-
considered and made with love,
Can you tell us about your and therefore I care about
incorporating hand-made and
background and when you artistic craftsmanship into
my collection.
realized you wanted to
What does fashion mean
be a designer? to you?

I grew up in a small village a few To me, fashion is mankind’s
hours from Copenhagen. My expression of culture and way of
mother would often make telling their story. Through
clothes for me and my sister fashion, you can show where
when we were children, and this you belong and hint who you
inspired me to create small are without any words. At its
pieces of clothes for my Barbie best, fashion can be a proud
Dolls. Fierce warrior outfits or profession. To walk at the
beautiful and feminine gowns. A forefront and to inspire people.
duality that still exists in me
today. At this young age, I
already knew that I wanted to be
a fashion designer.

94 What/who inspires you? solving these problems and I
think it is important to find
sustainable Expressions in my environment environmentally friendly
x fashion inspire me. The symmetry of a materials and alternatives to
leaf, the way birds move through these bad practices, but what
nicoline hansen the air, how people create art. I could really make a big
love to take in the things that I difference, is to buy less and
MESS see and use it. To draw is to invest in pieces that you will
really see and understand an cherish and love for many years
MAGAZINE object in its complete form and I to come.
like to use this as an inspiration
issue 12 for my designs. Experimenting How does your brand
to reach one idea and practice sustainability?
discovering a new design
through the draping of a fabric I strive to create clothes that will
or how the liquid latex on a last several years. A design that
material works differently makes the wearer feel beautiful
than expected. and daring, a good well-
thought-of fit, and materials that
Style icon? will endure and not harm the
environment. Latex is the
I don’t really have one person as material that I use the most. It is
a style icon, but I admire other sustainable, vegan and contrary
women such as designer to what most people think, is not
Vivienne Westwood, who dares made from plastic, but plants.
to stand out even though she It is also very important for me
doesn’t meet the usual to have a healthy work
standards of being young environment where people
and beautiful. thrive and get fair wages and
good working conditions. I want
The importance of to be the change that I want to
sustainability? see in the world.

An incredible amount of waste is I wasn’t aware that latex was
being produced by the fashion sustainable! How cool. Can
industry. When someone buys you tell us more about how it’s
something just because it is made and why you decided to
cheap, it is bad all the way. From work with it?
the country in which it is
produced with no regards to the Latex is made from tree sap,
chemicals that stain the similar to the white liquid you
environment, the workers who find inside dandelions. The latex
labor under horrible conditions, I use is made from rubber trees
the stores who go bankrupt in the rainforest. One tree can
because most of their products live for around 20-25 years and
go on sale to compete with the you can cut the bark to get the
low prices and even to the users tree sap - around 3-5 liters
of the garments who think they every day.
gain something for a small
amount of money, but actually Latex is a strong and
becomes poorer when they give biodegradable material that can
money to something they will be used in many ways. I buy
barely use and it ends up in a latex sheets, cut them and either
landfill in their backyard. glue with liquid latex or sew
There are many who work on them together with traditional

fabrics. In latex’ liquid form it is statement fabric and I feel
also possible to dye the latex empowered when I wear it.
with pigments and either paint
with it or pour it into molds to What is your go-to piece from
get different shapes and your collection?
interesting surfaces. The many
possibilities that the material I use my belts all the time! They
holds really speaks to my are very pleasant to wear
inner inventor. because the latex is very flexible
and non-restraining. They can
What makes latex so special? add something raw to a pair of
pants and they are lovely to
Latex is a great alternative to gather shirts. They even work
leather since it doesn’t harm with an elegant dress and help
animals, it leads to less waste emphasize my waist.
and it is biodegradable. But it
doesn’t only try to mimic leather, What do you enjoy most about
it has its own look - shiny or creating custom designs?
matte and in many colors.
Compared to leather and plastic, I have created designs for both
it also holds its form perfectly, it theatre, musicians, and people
is stretchy and moves with the who want something special
body. Latex is very much a made for them. My favorite part
is their smile when they receive
something that I have worked on
for days upon days, knowing
that they are happy with what I
made for them.

What are your hopes for the
future of Nicoline Hansen?

In the future, I hope to become
an even stronger voice in the
sustainable fashion industry. I
am constantly searching for
better fabrics to incorporate
with my latex, making my brand
completely biodegradable and
vegan. I want to become the
best at creating luxury clothes in
latex and show an alternative to
what currently exists.

What is the message behind
your line?

Empowerment, elegance and
freedom. Clothes that you
cherish and feel good in.

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mayura davda The Development of the
MAYU—
MESS
M A Y U is a luxury sustainable brand
MAGAZINE for all who believe that style is more
than just the physical aspect, it’s
issue 12 a true reflection of who they are,
their past, and their future. Mayura
Davda, Founder & Creative Director
of M A Y U was always passionate
about making a difference in the
world and had an entrepreneurial
spirit. She began her journey when
she was 13 years old. “I designed and
handmade jewelry to be sold during
special occasions and festivals using a
combination of unique materials,” she
said. Davda then went on to pursue a
degree in Mechanical Engineering at
Purdue University which connected
her with a diverse and inspiring group
of people from all over the world by
traveling to China, Germany and the
United States.

AFTER GRADUATING SHE DECIDED TO GO TO GRADUATE

SCHOOL TO STUDY GENERAL MANAGEMENT. DURING HER TIME

THERE SHE WENT ON A TRIP TO ICELAND WITH A GROUP OF

FRIENDS, AND IN NOVEMBER 2015 SHE FELL IN LOVE

WITH THE NATIVE ART, LANDSCAPES, HISTORY AND

CULTURE OF ICELAND.



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mayura davda M A Y U’s debut collection, The traditional or modern) and its
Golden Circle was inspired by length can be adjusted to wear
MESS the gorgeous, scenic route in in different ways. Without the
Iceland, which ranges 300 km chain, it turns into a dramatic
across the entire country. clutch which is what you need
to create a statement at the
It is our tribute to this land of fire next gala.
and ice, Iceland for it is the very
place where the concept of M A Y U focuses on accessories
M A Y U originated. It is from the because you can never grow out
stunning landscapes of Iceland of them.
that I used as my inspiration for
the collection - the mystical They are independent of your
dancing Auroras, the black sand body size, age and can be easily
beaches, the mesmerizing passed down from one
moss-clad volcanic mountains generation to another.
served as the canvas for our Accessories & handbags also
brand’s inspiration. have utility, so they are not
simply of ornamental value, but
Davda has many favorites of the have a purpose to address.
collection, but her favorite piece
of the moment is the Laia cross Where do you see M A Y U in
body bag in Forest. It’s a bag for 2 years?
any occasion that goes with any
look, from traveling to an I’d like to grow M A Y U into a
evening out, the Laia is the global go-to multi-category
perfect accessory. sustainable luxury lifestyle brand
providing not just products but
It’s a long flat chain in our experiences that define luxury
signature champagne gold and sustainability.
plating allows me to wear it with
MAGAZINE all kinds of jewelry (be it

issue 12

In the next 2-3 years, we wish to this union can be universal if responsibility. A massive
diversify horizontally as a brand there is the will and utilitarian and sustainable shift
and make way into different determination to make a change. towards alternative material
categories of accessories and in usage, production and disposal
different geographies. We will What do you hope for the mechanisms is seen recently.
continue to use new and future of sustainability and Though brands are to do their
innovative sustainable materials fashion combined? part ethically, however a true
in all that we design and craft change in the industry can start
while also giving back to the The era of Enlightenment 2.0 is off with the customer’s demand.
communities we thrive and here and the big guns in the
flourish in! We also look forward fashion industry are taking it 16-year old Swedish climate
to some exciting collaborations head on. Deconstructing the activist Greta Thunberg,
with stores, other crescendo of the traditional expressed her concerns at the
complementary brands anti-environmental practices we United Nations Climate Action
and more. now embrace the sustainable Summit in September, saying -
and holistic guanxi of nature
The juxtaposition of fashionable and man. “For more than 30 years the
and feasible is rendered possible science has been crystal clear.
with the help of material Stress upon the durability, How dare you continue to look
innovation and technology. quality of the prototypes away and come here saying you
Ethically sourcing and crafting increases as the world roars are doing enough, when the
products which are durable, about the degrading climate politics and solutions needed
eco-friendly and high quality is a change. Catastrophes are upon are nowhere in sight.”
pragmatic outcome of the us and its high time to exercise
effective amalgamation of one’s personal agency in
fashion and tech. The impact of reclaiming socio-environmental

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mayura davda

MESS Technology is the driving force and block chain have stirred a
for this paradigm shift even for revolution within the sector.
MAGAZINE the fashion industry; as
disruptive tech becomes more The aim is to bridge the gap
issue 12 accessible and effective reach of between various production
communication is possible. sub-sectors by deploying new
Technology is also enabling systems. Transparency and
innovations in materials and distribution are regulated at a
processes that can propel us more consumer-centric level
towards a sustainable future. which makes the products more
With the growing roots of AI, affordable and valuable at the
Machine Learning, along with same time. Advances in
advances in crypto currencies technology is directly