After being busy doing masks in her couture Atelier, Irene Luft is happy to go back to (a new) fashion Business
A regular at Berlin Fashion Week, fashion designer Irene Luft now believes that fashion shows and fashion business will change. The Munich designer, who was born in Kazakhstan, is using Corona times to rethink her brand, which is known for flirty looks, sexy evening and bridal gowns.
During the last weeks Irene Luft was busy doing masks in her Munich Couture ateliers. Now the daughter of a master tailor and a couture artisan (being one herself!) is happy that she can finally start to work on new pieces again. So let's get one of her flower embellished skirts and jacquard bomber jackets as long as they are some!
MADAME: How are you doing in these weird times?
Irene Luft: I suppose like everybody else. I think everybody is a bit lost in these times since nobody knows what next week will bring. I kind of love and hate these times. I hate it due to the inherent insecurity but love it since it has the feeling of something new, something which gives the ground to create and develop something new.
M: Can you talk us through a typical day of yours?
I.L.: Shower, coffee and then I am heading directly for the atelier, after grabbing a mask, certainly.
Up until now I spent the time with designing and planning the next seasons. So basically, I have been planning and organizing a minimum of 6 months ahead. Now I am happy to have a plan for the next week.
Frankly: nothing seems typical at the moment. Not even my regular Café au Lait I was grabbing every afternoon at a coffee place close to work. At least the streaming services still work properly so I can come to rest on the sofa from my working day.
M: Anything you can recommend to watch?
I.L.: "Love,Death and Robots" – a series produced by several artists.
M: How do you work with your team now?
I.L.: At the moment we are happy to do something else except sewing masks,still we are doing some but not those masses anymore. But at the moment we have the time to breathe and to have a look what kind of opportunities the future holds. We brainstorm about which project we may realize and where and how we want to develop as a brand.
M: How will you deal with your business after Corona – Are there any benefits you take from it?
I.L.: I think it will take some time until the whole Corona situation is over. And then things will be different in many aspects. We are going to try to maintain our business as far as possible but of course we will adapt to the situation. Most certainly fashion shows as we know them will change as well as the whole business.
M: In what way?
I.L: I think we will see a stronger duality of fashion: On one hand there is the price driven apparel side of the business and on the other hand the value, sustainability and digital driven side of designer fashion.
M: What are you looking forward the most when Corona crisis is over?
I.L.: I am looking forward to a structured daily life again and being able to plan further than just a couple of days. That’s what I am missing but frankly I am also enjoying the serenity of this time.
M: What do you never take for granted again?
I.L.: Toilet paper, I guess. Next to that I will never take time in general with beloved family and friends for granted again. I did not see my family members, my parents, my brother for weeks, even though they live very close by. I see family time more consciously now.
M: Your favorite coffee place or bakery?
I.L.: My favorite coffee place is “Salli`s”. It is close to the atelier and the owners are very good friends of mine.
M: Your current binge obsession?
I.L.: Good food and lazy “Sundays”.
M: Which smell reminds you of your childhood?
I.L.: The smell of birch juice.
M: If you had to choose one flower for your home, atelier & showroom?
I.L.: White Orchid. What else in fashion? 😊
M: Your favorite hotel in the world?
I.L.: Hotel Mama remains the best.
M: Your favorite book and/or podcast?
I.L.: Lord of the Rings, so it reminds me a bit of the times right know: a bit lengthy in some parts and with a changed environment/society in the end.