LOVERAIN by Nadia Kirpa is creating unusual raincoats and unique garments - enjoy the interview!
Nadia Kirpa made her debut in her homeland Latvia within RFW (Riga Fashion Week). Then there was Minsk, then Norway. The brand has made another remarkable achievement in its account: the winner of the «Brand of the Year - Latvia 2015» award.
- First of all: Why raincoats?
The idea for raincoats came while at university and we launched LOVERAIN in 2014. In addition to womenswear, we are starting to create a line for children, but it's just experimental at the moment. It isn't just about rainwear, it's about loving the rain. Normally people don’t love rainwear, but we believe they can begin to enjoy rain with our collection. Our customers have even been known to take showers in our rainwear just to see how the coats work.
- How did you get interested in raincoats?
I needed to do a fabric test while studying textiles at university, so I based my diploma work on how textiles work in different climates and weather. I was outside and it was raining and my umbrella wasn’t helping me at all, so the idea came to me naturally. I wanted to make something practical and useful, but also fashionable and beautiful.
- How did you turn your idea into a business?
I started making raincoats without having a brand. I also made dresses for other brands, as well as for myself and parties. Paul came to me with the idea to call my rainwear LOVERAIN. We had the idea to include a heart in the brand name from the start and then we added the three stripes to it by the end of the year, because it reminded us of a rainbow. We were constantly thinking how we could make our brand more memorable with our logo.
- What is your own personal style?
I have different styles and it really depends on my mood. Right now I'm wearing all black, except for my socks and it's cold so I'm wearing a coat and still freezing. But sometimes I wear color as well. I do love different designers and pieces but, mostly I'm choosing…
- Do you prefer local designers?
No, for me I choose things based on what I really like. It doesn’t matter if its a Latvian designer or Italian or whatever. For me, it just matters, if I like it. I really like jackets and I buy them from different stores. The most important thing is the quality and lining and the details, as well. I think we all like shopping in different cities, but lots of people buy online. I'm not the type of person to buy online, because I like to feel the fabric. I don't really care about the ingredients of the fabrics, just how it feels on the body.
- What about your childhood, did your parents choose your clothes for you?
We didn’t have many shops where I lived. I had my own opinion and sometimes my mom advised me based on the weather and my husband still does that today. Sometimes it looks sunny, but if it's windy, I'll need a coat. By the time I was 14, I chose my clothes myself. Actually I started going to these sewing classes and then making my own clothes.
- Do you tell your husband what to wear?
Sometimes yes, sometimes no. I only give advice. I don’t tell him he has to wear a certain shirt.
- What is he not allowed to wear? What's a no-go in fashion?
I think short swimsuits do not suit him.
- How is fashion and shopping changing?
I love this topic. In 2019, I won a prize, so the future of fashion is something I always think about. Some people say they see futuristic aspects in our clothes. This really inspires me. There won't be a lot of real life models like there are now. I think there will be 3D model system on our phones, where we will be able to try things on. Online shopping will continue to be very popular, but people will always want to have a personal experience with luxury fashion, so the showrooms and boutiques will still be around and become very futuristic and high luxury, because people want to have an experience. People want quality and experience, which is why I think the luxury segment will grow.
- What do you think of sustainability?
I work with sustainable ideas sometimes. We create coats that can be passed from mother to child to grandchild and we create something that is very contemporary. We're also making evening wear, which is something that will also always exist and we make this with existing fabric we already have, which is very difficult.
But I don't think leather and fur will ever disappear from the luxury segment, because people still like it and there are countries and climates that need leather and fur, because it is still the best material. In Russia, we have times when you need a fur coat, but these coats usually get handed down to the next generation. The idea is that you buy pieces of clothing that will last for hundreds of years. This is my idea of sustainability. Make high quality clothes that last a long time.
- What are your personal dreams?
It's hard for me to dream, because I am a very realistic person. But sometimes I dream that LOVERAIN will make it to the fashion week, because I know people love experiencing the fashion shows. So maybe we can create a cool experience for fashion week with a water show. I really dream about the show and how it would be decorated and the true experience we would put on.
- What are your 3 tips for Riga?
Since Riga is very small, I advise you go to the old town. Then go to another town by the sea, but very near to here, around 20 kilometers, and enjoy the beautiful sunset.
Sometimes I go to LOVERAIN for the great shopping experience. There is an Italian restaurant I love called Casa Nostra and I love gelato. A beautiful view can be seen from the skyline bar and on the weekend, Bar XIII is popular. I think anyone would enjoy this place and I always hear good reviews from there.
- Do you have a message for us?
Don't wait for the rain to come, just have a look at the global forecast and go for it.