Airline Atelier

Sometimes it’s just the wrong time for an idea to reach its full potential.

In 2014 I embarked on creating my own ideal fashion label, one that didn’t adhere to the norms of the fashion cycle and instead worked more like a User Experience project where the designs came directly from investigation into what my target audience actually wanted and needed. I did the research, gathered the resources, created a brand and a very solid value proposition document - and then subsequently experienced a crippling period of burnout and mental health issues that forced me to shelve the idea… and never really managed to find the energy to pick it up again.

I still believe in the concept and the approach to timeless fashion should be, well, timeless. So perhaps this will see the light one day now that visionaries like Virgil Abloh have done the hard work to prove that the idea of a fashion label can take on many unexpected shapes.