INTERVIEW | SABINNA RACHIMOVA, SABINNA FOUNDER

INTERVIEW | SABINNA RACHIMOVA, SABINNA FOUNDER

Before launching her own label SABINNA, Sabinna Rachimova worked for some of fashion’s heavyweights such as Christian Dior, Mary Katrantzou and Schella Kann. The Central Saint Martin’s graduate made headlines with her brand in February when she partnered with the Fashion Innovation Agency (FIA), technology company Pictofit and Fashion Scout for the first interactive augmented reality fashion experience. SABINNA’s 004 collection allowed attendees at her London Fashion Week presentation to interact with the garments in a virtual world. Guests could directly mix and match SABINNA’s collection using Pictofit Augmented Reality technology on a Microsoft HoloLens. The Pictofit HoloLens application allowed shoppers to switch garments with simple hand movements to style outfit combinations. As Sabinna prepares for another fashion and technology project ahead of London Fashion week, we caught up with designer to chat about learnings from her collaborations and the future of the label. Can you describe your line of work? SABINNA does womenswear, knitwear and ready-to-wear to be precise. Currently we are the only young brand that uses the see now -buy now strategy, which means that each season the customer has the possibility to purchase selected items directly from the catwalk, without waiting for another six months until it hits the stores. We are always pushing the boundaries when it comes to communicating with consumers and love to involve new technologies that help the end customer experience fashion in new ways. My husband, who I have been with for over 10 years, works in tech and so I always had a huge interest for all things related to this field. You collaboration with Pictofit and FIA made a splash in...
INTERIVEW | JOANNA DAI, DAI WEAR FOUNDER

INTERIVEW | JOANNA DAI, DAI WEAR FOUNDER

‘We were born out of a love for style and a need for function, a call for quality and an understanding for value,’ reads Dai Wear’s website. ‘We are fast-moving and forward-thinking, and we want to be empowered by ease and authenticity.’ It might sound like quite an ambitious goal for a brand that’s just launched but, glance over its website and you’ll see the startup wants to put its money where its mouth is. Dai Wear, launched in late July 2017, creates clothes for the professional working woman by combining performance fabrics, elegant tailoring and honest premium quality. By selling directly to consumers, the brand is able to maintain designer quality at contemporary price points, with pieces ranging from $175 to $475. Many of the pieces also are constructed with Italian sourced and patented Sensitive® Fabrics, and raw materials are Oeko-Tex® and/or REACH certified wherever possible. Beyond technical-meets-tailoring pieces, Dai advocates for sustainability and social impact. “Beyond just products, I had the vision of a brand that served as a community for women and a platform for more consciously sustainable practices,” says Joanna Dai, founder and creative director of the brand. Dai Wear has partnered with Dress for Success Greater London, a chapter of the global non-profit organisation that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools. A portion of net proceeds from Dai sales will be donated to Dress for Success Greater London. With all founding elements in place and a successful launch, we caught up with Joanna to hear more about why she started the brand,...