How to make a chic look through simplicity? Life values of designer Iveta Vecmane

Mar / 2019 by
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How to make a chic look through simplicity? Life values of designer Iveta Vecmane
Nowadays it’s hard to stand out in fashion industry without eventually getting sucked into the mainstream. Iveta Vecmane showed that it is possible if you know exactly what are you doing and why.
Today Iveta is one of the most recognizable fashion faces in Latvia. Her simple silhouettes and delightful taste of “right amount” is truly a definition of “slow fashion” which will be on top in every season. Of course, trends are part of today’s fashion industry, but Iveta creates her design as timeless pieces. Her collections are like a manifest of sustainability, “slow fashion” and design with its own personality.
Iveta entered the fashion world very convincingly and she had her own plan. Whilst studying at the Art Academy of Latvia and after 10 years of work experience as fashion stylist Iveta had already developed clear vision on various fashion processes. In 2017 Iveta Vecmane established her own brand IV and charmed everyone with its’ melancholic story. Although IV clothing is not for everyone she knows the way how to communicate and reach her audience.
At the moment Iveta is finishing her buzzing new collection “MELANCHOLIA III” and working on Baltic and Russian markets. So while waiting on Riga Fashion Week and IV new collection, let’s meet Iveta herself.
About fashion, art, and emotions.
In your opinion, do you think it’s a good time to work in fashion?

Everything in this universe is cyclic and the same laws apply to processes of fashion industry. At the moment it is considered that Latvian fashion has reached slight dullness and decline, which of course is influenced and partially caused by consumers choice. The wave of “choose only local design” has noticeably simmered down and consumers carefully evaluate all cons and pros before making a choice. However, fastidious customers is not a bad thing, they are essential and play considerable part in any active process, which is natural. It is sort of natural selection where only best and strongest players remain.

What is the biggest pressure working in fashion industry?

Time, finances and resources.

Do you think innovation in fashion is still truly possible?

Yes, such opinion prevails, but at the same time all new creations are based on old values, something that has been experienced before. Yet again we are back to cyclicity, just in a different form. Even though it may seem as over the past decade there hasn’t been a single substantial trend, it’s not entirely true. If we look back, a lot of new unified trends, moods, and styles have appeared, only now they come together with a nuance of fast-paced life and cosmopolitanism, technologies and everything that comes with it.

The currently observed “make it ugly” trend has been top trend for last seasons. It seems like some world known brands are competing among themselves about who will make something uglier.

It may seem as over the past decade there hasn’t been a single substantial trend, it’s not entirely true.

Tell us about your creative process.

I can be inspired by anything. Sometimes these are things which for stereotypical reasons are considered ugly in society. I find them beautiful and inspiring.

Do you ever think about your own creations “I would never wear that!”?

No, never! I can’t imagine that I could create things which I don’t like. I am the best judge for my own designed clothes. However, “I don’t like” and “I can’t wear” are two completely different statements. I can create clothes that I would never wear, but at the same time I know exactly what kind of woman would wear it. I know that I am communicating with rather small audience. In my design I want to include my feelings, thoughts and emotions so I could be noticed by those who feel the same way.

MELANCHOLIA I

Do you think being a fashion designer requires being an outsider?

No, it is often the biggest mistake! Especially in Latvia, this is a very old-fashioned opinion that needs to be changed as soon as possible. For new designers it can be a serious distraction in their future career.

Of course, there can be two possible directions, but they have to be strictly separated. If you want to make clothes as an artwork – great! Then maybe this kind of lifestyle could fit. However, if you want to become a fashion designer and create your own design clothing that people will buy, the outsider’s lifestyle is not appropriate for that.

These two things can’t be combined. In fact, today no one needs an outsider who sits in his basement and never goes out. If a new designer can’t work within a team and communicate with others, no one will hear him despite how genius his design is.

If a new designer can’t work within a team and communicate with others, no one will hear him despite how genius his design is.

What is your opinion on fast fashion”?

That is the era that we live in. Unfortunately. It scares me a bit, but I hope that soon there will be something diametrical opposite to that. Perhaps the most accurate answer to this question would be concept of my brand. It’s philosophy is to create clothing as a value. I am trying to make my collections in the way so they could last for many seasons. It is a story of true long-lasting values. Something opposite to today’s fake world. I am definitely for slow fashion!

It is a story of true long-lasting values. Something opposite to today’s fake world.

Iveta Vecmane new collection “MELANCHOLIA III”

Three favourite fashion pieces/designs/perfumes/art pieces/books?

I will name top three books which I have recently read because otherwise it is impossible to call all of them, it is too general. So my favorite books are “Dienasgrāmata” by Alvis Hermanis, “Ardievu, Atlantīda” by Valentina Freimane and “Mīla. Benjamiņa” by Laima Muktupāvele. These are books about strong and inspiring characters. Actually, autobiographies are my favorite book genre, it tells about truth.

None of Baltic fashion brands has really made it in the global fashion industry. What, in your opinion, is the reason for that?

I think it is because of lack of ambitions, or maybe the opposite.

Which designers inspires you ?

For me other designers are not a source of inspiration. Nature, cities, people, coincidences of sound, light and form are things which inspire me the most.

Has fashion show ever really brought you to tears? Meaning, if we consider it as an art form – can it really move you in that kind of way?

Of course, it can, for me it was a fashion show by Alexander McQueen S/S 2001

One celebrity you would love to dress?

No one! At least I don’t think about it from that kind of perspective. I want to stay on principle that a woman who understands the storyline of my melancholic collections will notice me and become a participant of this story.

Iveta-Vecmane-foto-Girts-Ragelis-00019

A woman who understands the storyline of my melancholic collections will notice me and become a participant of this story.

What is your opinion of Fashion Education in Latvia/Baltics?

I think it is all relative. From experience I can say that good education is not always the main factor in making a good design, brand or career. However I consider that every new designer should get an education in his specific field. I have always supported studies.

And about higher education in Baltic states, yes, none of our region’s fashion or design schools are on world top… but is that an indicator?

Tell us about portrait of your client.

Woman who doesn’t buy only because she wants something new. It is more like she surrounds herself with things which she considers special whether it is furniture, accessories or clothing.

Do you doubt yourself?

Every single day.

Did you always want to become a fashion designer?

In childhood, all the girls wanted to become models. I wasn’t any different. Models, designers – it is the same industry. In childhood, I was fascinated about everything around the fashion world. “Rīgas Modes” magazines were my favorite “books”. Anyway, I was interested in all fashion world not one specific field of it. Although, in childhood I never thought: when I grow up, I will be a fashion designer. I was just exploring clothing silhouettes and effects how clothing can affect people. At that moment I noticed how developed my sense of style – when I read fashion magazines, I clearly understood what I think looks good and what I definitely don’t like.

Did your interest in fashion started already in childhood? How did you manage your passion for clothing when you were a child/teenager?

When I was a teenager, I performed my love of fashion with my outer appearance. At that moment I considered it as a very important aspect. Of course, there were better and worse attempts but these were only first attempts in the world of fashion. In the beginning there always will be some mistakes.

Do you remember the first prototypes of your clothing when you just started your career?

Yes, I remember them clearly. It was a very good feeling when I first made them.

I noticed how developed my sense of style – when I read fashion magazines, I clearly understood what I think looks good and what I definitely don’t like.

Post-soviet street style has become quite a trend recently. What’s next?

Opposite – something very beautiful.

Instagram pages like Diet Prada has become extremely influential in fashion industry. Could Instagram pages become more significant than fashion magazines?

I am a bit old-fashioned, I like magazines.

What is your vision of the development of fashion industry? 5 year plan. Personal and global.

At the moment fashion industry experiences a number of interesting things. One is clear – an old order begins to slow down and things need to change. New generation comes with their point of view and it can’t be ignored. I think we are in front of some interesting changes.

And about development of my brand, it will be affected by two major events – participation in “Riga Fashion Week” and “Mercedes-Benz Fashion Week” in Russia, Moscow where I was invited to Global Talents event. Also soon I will open my brand’s e-shop. Overall, my mission for the next few years is to expand my brand. As I now have some clients from Russia, Estonia and Lithuania, I am planning to continue moving forward to these regions.

In your opinion – Baltic Fashion Industry’s best shot developing it to the next level?

The most important thing is to order legislation in the state’s level. Sometimes there is a feeling that in our country all good things which should be supported and encouraged are eradicated. We have so many good designers and I am not talking only about fashion but in all design fields. Unfortunately, experience shows that small businesses can’t survive surrounded by countless birocratie laws. Also, at the same time in Estonia and Lithuania these things happen different, more easily. Some things need to be changed in Latvia.

I think we are in front of some interesting changes.

What kind of ideas you had to sacrifice in your creative process and why?

It happens always. It is just a part of creative process. I like to make things easy both in life and in my design. My clothing must look light and comfortable but at the same time it has to be “character”. In the design process things can transform their color and shape, but mostly I just take away all unnecessary. Sometimes it is the most complicated process – evaluate all aspects of clothing and look critically at your own work.

Why client should prefer your product over well known international brand for the same price?

I consider that small brands shouldn’t compete with large companies. It just isn’t possible. No one can’t compete in discipline in which he isn’t ready to. Also, if we compare the price category of Latvian design garments with well-known international brands, it is not the same. Working in the fashion industry for more than 10 years I gained a lot of experience. When I was creating my own brand, I used all of my previous knowledge – I knew why I should do things exactly that way and no different. Working as a Latvian concept store manager, I was like a mediator between designers and consumers. I had a chance to listen an opinion of both sides and I found out many useful things, like regularities between product price, quality, design and also things which consumer awaits from the product.

MELANCHOLIA II

Contemporary fashion or Classic style?

Both!

What is your target market and your approach to it?

I have noticed that my clients are the best advertisement for my brand.

Three favorite information channels/ pages, etc.?

Honestly, I am trying not to don’t follow any of this. I don’t know if it is right or not, but this is the way how I am feeling at right now.

Design pieces you have created this season – do you think they will be relevant 10 years from now?

Yes.

How did your view change over time about what is a good taste?

I think it can be said by my recent conclusion – nothing develops a good taste better than limited resources.

Is there some “fashion rule” that you sometimes break?

I break all of them. When something is defined as “rule”, it instantly annoys me.

To your opinion, which is the most essential thing that has to be in every woman’s wardrobe?

A character!

Which is the best advice that someone has ever given to you?

Every day life gives us pieces of advice. Most important thing is to hear them.

Photo ©Ģirts Raģelis

girtsragelis.lv


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