CECILIA LAURUD TALKS LILLE-LO

Interviewed by Culture Coast Talks editor Daniel John. Interview transcripts might have been edited for length and clarity.

Some designers might feel a bit intimidated by working with lots of colors but you seem to work by the premise that the more colorful, the better?

I usually say that color is good for the soul. I believe that people feel better and that people feel happier when surrounded by a lot of color. And everyone's get even happier meeting a person dressed in color than meeting someone dressed in black. Even when looking in the mirror. Life is as colorful as you make it.

What's a day in the studio for you?

Wow, it’s so incredibly different. I’m a pretty unstructured person who goes a lot by feeling. Some days I’m bursting with ideas and sewing nonstop. Then, of course, I run a personal brand, which means I also pack orders, update the webshop, steam clothes, clean the store, and act as both model and photographer.

Are your designs true to the clothes you’d personally wear?

A resounding yes!

Has your design maybe become more personal the longer you have been at it?

I would actually say no to that. The longer you do this, the more you learn what people like. My personal style is a bit wilder than most of my customers are, so I do tone it down, sometimes.

How do you want people to feel when wearing your clothes?

I want people to feel comfortable and strong!

Where do you mostly find inspiration?

It’s actually everywhere, inspiration can be triggered by anything that catches my eye, but I have a particular weakness for vintage clothing especially from the sixties and the seventies.

How long have you been designing clothes for by now?

I sewed my first garments when I was in middle school. Simply because I liked to stand out and couldn’t find what I felt I was looking for in stores. My mom sewed a lot when I was little, so it is probably thanks to her and her fabrics that I got the idea to start sewing. I’m self-taught in that way. I did however take an evening course in pattern-making shortly before I committed to doing this full-time.

What made you make that commitment to go full-time?

That I owed it to myself to believe in myself and my brand enough to take that leap and that it could actually be possible to make a living from it.

What different fabrics do you prefer to be working with?

I prefer working with vintage cotton fabrics from the seventies, the reason it is my favorite is both because the design-language was fantastic then and no new fabrics are made with the same feel and quality anymore, plus the environmental aspect. Initially, I only created with recycled fabrics. It was a very big and difficult step when I started buying new fabrics. Still, I try to stick to natural materials as much as possible. Organic fabrics would be nice to use but the selection there is still limited. All clothing made from recycled textiles is, of course, the best choice for the environment. That said, I find it hard to list a bunch of reasons why my company is more sustainable than any other. I produce a lot of clothes that, frankly, aren’t strictly necessary. Still, I always think about the environment and do the best I can. I try to design timeless clothes that people won’t tire of quickly, I work almost exclusively with natural materials. And keep production in Europe. I also think that the fact my clothes cost more than at big chains makes my customers think twice before buying.

Do you do any seasonal collections?

As for seasons, that’s something I try to avoid to some extent. Both from an environmental perspective, I don’t want “last season” associated with my brand, and because I’m a bit bad at planning, so I'm often a little bit behind.

What role do social media play for a designer nowadays?

Instagram is the most important channel I have. I would say it is the same for all other designers and small business owners. Without Instagram, I wouldn’t have reached as far as I have today.

If you had to pick, what's your favourite piece among your current collection?

I have a garment I call 'Sjok'. A large, roomy, comfortable pull over piece, a kind of caftan. There are extremely few days when I don’t wear one of my 'Sjok'. In my opinion, the most useful garment in the world!

What advice would you give to young designers who have just started or have thought about starting, their own clothing brand?

Just go for it! You have to believe in yourself, otherwise, no one else will. Do not be afraid!