Tell us a little about the brand. At what point did the idea of creating a brand come up?
There was no ‚exact‘ moment or point where it all started. I have been starting to exhibit and present my work in galleries, shows and competitions like the „European Fashion Award“ (FASH) already, during my studies at art school. In that time, I started presenting my work on social media, got an invite to a variety of events like fashion shoots, shows, performances, exhibitions and pop-up stores. I have been very grateful for these opportunities, but it has been a lot of work to be recognized with my brand.
I started using 3D scans, 3D printing and digital prints on my fabrics in my BA. I developed more digital printed jewellery and concepts for digital print on textile while working on exhibitions.
As a rule, a clothing brand is a large team that takes part in the creation of collections. How many people are in the brand team and what are the responsibilities of the chief designer?
You could say I am a 1-Person army creating my collections. I work on the designs, create prototypes, handcraft and digitalize, as well as producing the clothing. I have a huge passion for manipulating textile surfaces and since I moved to Bremen I also started casting my own jewellery.
Of course it takes a whole team to realize ideas and projects. I usually work with a video producer, digital artists, make up artists, dancers & performers. Participating in an exhibition also requires communicating with curators to finalize the vision of my brand.
How would you describe the brand’s style?
My idea is that collections should not appear just pleasing and wearable, rather sending the message to provoke. I have more of an artistic perspective on fashion. Whether I press „garbage“ onto jeans or let crystals grow on fabric, behind every artistic exploration in material, there is always a hidden social critical message. Personalized clothing as a specific and interdisciplinary art form and jewellery opens up the opportunity to celebrate everybody’s uniqueness.
Now many brands are for environmental friendliness and recycling. What materials does the KERIMA ELFAZA brand use? What principles do you adhere to when creating clothes?
I love digital printing, especially on silk, using foil and 3D prints. For the future I will no longer require digital prints produced in metered fabrics. I want to use screen printing and use bacteria that can grow the colours. Working with the Clo3D (a digital fashion programm) will increase sustainability by reducing the production of prototypes and it also allows an open discussion with customers online.