I want fashion to be meaningful
Swedish designer Nhu Duong was born in Ho Chi Minh City as the daughter of a Kung-Fu Master and a tailoress. She founded her eponymous label in 2010, two years after graduating from Beckmans School of Design in Stockholm, with sporty and technical influences as recurrent elements in her design. With Make it last, Nhu talks design, the term ”sustainable fashion” and what her mother thinks of her style.
How would your mom describe your style?
– As most Asian moms, she would probably be worried whether I look clean and proper rather than commenting on stylistic details.
Name an element that’s typical for your style?
– My work is always an experimentation of a certain lo-fi technique or material, that I then push towards the point where it looks “sophisticated”. I often use materials and details that one may recognize from other sources such as sportswear, streetswear or “cheap” fashion.
How do you promote more sustainable fashion for someone who says she’s not into it?
– I think that the term ”sustainable fashion“ has become a trendy term in the last years and is often reduced to a single marketable ingredient like organic cotton or donating to charity. In my view the production, craft and logistic of making clothes is often much more complex than that. I personally believe that high-quality clothes and timeless garments that you want to keep your whole life, will and have always been sustainable. So in my view the question is rather whether you want your fashion to be meaningful.
Give us a few practical tips on how to make their lifestyles more sustainable!
– Buy less, spend more.
If you had a billboard on Oxford Circus that all the shopping crazy people could see, what would you write on it?
– I think the artist Barbara Kruger already said it best with her billboard artworks and the slogan “I shop therefore I am“, commenting on issues of feminism, consumerism and individual autonomy.
What is your best sustainable product?
– My favorite pair of denim jeans that I have had for over 10 years.
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