Can you describe the creative process behind the most recent collection, from initial inspiration to final product?
For me, it’s the first season where the conceptual side of the brand ties in so closely with the commercial, design, and editorial side. It was planned and executed to the most minute detail, so I think it’s Aeyde’s most cohesive collection yet. The Fall/Winter 2024 collection draws inspiration from Berlin, from Bauhaus and from Brutalism–truly an ongoing inspiration for the brand and for me, personally–and reflects the city’s historical and modern design evolution. We found the word “elemente” (the German version of the English ‘element’), which is what Bauhaus and Brutalism are essentially, right? On my team, we spoke about the essence of these design movements stemming from rough simplicity and an almost ascetic design sensibility, for example, using concrete as a material. From there, we dissected the collection into its compounds and composites, allowing us to explore different elements per drop.
Sustainability is a key aspect of Aeyde's philosophy. Can you discuss the steps Aeyde takes to ensure sustainable sourcing and production practices?
Yes, responsibility is a core tenet of Aeyde as a brand and it has been since the beginning. What I mean by responsibility is much more than ‘sustainability’ in the way we understand it according to current market norms. Responsibility, in my opinion, relates to designing products with the idea that they will become core styles–nothing is ever created from a single-season perspective. And then with sourcing, we only work with the finest materials, all of them byproducts from the food industry. The buying process is also crucial, we estimate the customers demand precisely and avoid overstocks which often becomes the main bottleneck for brands, especially if they grow. Everything is intentional and precise and I believe that’s key to being a responsible brand today.
What is next for the brand?
There are so many things happening for the brand that are so positive and much better then we envisioned them to be. One exciting element that I can share today is Aeyde’s expansion in Berlin (our home city). The office is currently based on this grand modernist boulevard, and finally, as we approach 10 years of the brand, we’ll build out this HQ into something more of an office, studio, and showroom space. It’s an exciting time right now for Aeyde.