INSIDERS x The-Collective 🔎
The Collective visited our workshop to learn about the creative processes behind our latest MOBSIS FW21.22 collection and to chat about how the pandemic has affected us and our plans for the future. Here's the full interview 😉
When and how was your brand born?
'Loraine Holmes (brand) was born in 2015, after I arrived in Chile following five years living in Milan, Italy. The launch was on November 25, 2015. This year marks our sixth anniversary, during which we have created nine collections, held six runway shows, and participated in three international Fashion Week presentations. It has been an arduous and incredible process, full of learning and challenges. The idea of having my own business was sparked during my professional internship at Teresa Helbig in Barcelona. I loved the company atmosphere there, where the designer produced everything in-house, considered her workshop part of her family, and was very involved in its day-to-day operations. I believe we have managed to create that same wonderful and motivating environment at Loraine Holmes.'
What differences/similarities do you see in this collection compared to previous collections?
'I believe all our collections share an aesthetic language that serves as a common thread, and it's also our recognizable signature. But I like to draw inspiration from very different things each season to achieve a varied result every time. This collection has a strong character and features more masculine lines than the silhouettes we usually work with.'
How did the pandemic affect your creative processes?
'Very positively. I always try to see the glass half full, and I believe that 'time' and 'leisure' moments are the best allies of creativity. Fortunately, the pandemic caught us at a time when we already had our e-commerce platform well set up, which helped us tremendously. We were also blessed to be able to continue working throughout the months of lockdown, as we organized ourselves so that our seamstresses received tasks and materials at their homes, and then we collected the finished garments at my workshop to be inspected and pass quality control. And that's how we continued producing remotely without major obstacles and in a safe manner.'
'Very positively. I always try to see the glass half full, and I believe that 'time' and 'leisure' moments are the best allies of creativity. Fortunately, the pandemic caught us at a time when we already had our e-commerce platform well set up, which helped us tremendously. We were also blessed to be able to continue working throughout the months of lockdown, as we organized ourselves so that our seamstresses received tasks and materials at their homes, and then we collected the finished garments at my workshop to be inspected and pass quality control. And that's how we continued producing remotely without major obstacles and in a safe manner.'
What are your principles as the director and designer of your brand?
'I like the idea of promoting creativity, originality, and freshness. I'm driven by inviting people to take small creative risks when it comes to dressing, and to open their minds.'
As a brand, we always strive for quality, not only in our products but also in the human qualities of the people who work here. For me, it's very important to work in a friendly and respectful environment, in a safe, clean, and well-lit place, with fair contracts and wages, and always with a strong team spirit.
All our pieces are designed and made in Chile, in our own workshop, by Chilean seamstresses. We use fabrics specially selected by me, imported from different Latin American countries such as Peru, Brazil, and Colombia, thus reaffirming our commitment to the regional economy.
We feel a strong commitment to our society and planet, which is why we prioritize responsible and sustainable practices within our business, as well as in the selection of our suppliers. Along these lines, all our surplus textiles are donated to recycling centers to be reused by small businesses. At the same time, some of our best-selling products are made from recycled denim. We also prioritize sourcing materials that are biodegradable, produced solely with renewable energy, and dyed with Oeko-Tex certified dyes, among other things.
Today, and especially with this collection, my design strategy is 'modular' to create timeless pieces that can be used for different climates and seasons. These pieces can also be washed in sections, thus reducing water consumption.
In this way, we are learning more about the topic every day and taking new, small steps towards a more sustainable future. We want to do our part for a better world and, at the same time, educate our consumers.
What is your brand's vision for the future?
'My dream is to represent Chile to the world with my brand and to be able to sell internationally. I know it's an ambitious goal, but I truly believe in our product, and we've already taken important steps toward that objective. This great challenge began in February 2020, and we were invited to present our collection at Paris Fashion Week. Then came New York Fashion Week, and this past season, we were back in Paris. Since then, we've opened up the international market, with seven stores located abroad, based in Europe, the USA, and South Korea. Many incredible surprises are coming in the next few months in this same area, but I can't reveal them yet!! ♥️'
'I like the idea of promoting creativity, originality, and freshness. I'm driven by inviting people to take small creative risks when it comes to dressing, and to open their minds.'
As a brand, we always strive for quality, not only in our products but also in the human qualities of the people who work here. For me, it's very important to work in a friendly and respectful environment, in a safe, clean, and well-lit place, with fair contracts and wages, and always with a strong team spirit.
All our pieces are designed and made in Chile, in our own workshop, by Chilean seamstresses. We use fabrics specially selected by me, imported from different Latin American countries such as Peru, Brazil, and Colombia, thus reaffirming our commitment to the regional economy.
We feel a strong commitment to our society and planet, which is why we prioritize responsible and sustainable practices within our business, as well as in the selection of our suppliers. Along these lines, all our surplus textiles are donated to recycling centers to be reused by small businesses. At the same time, some of our best-selling products are made from recycled denim. We also prioritize sourcing materials that are biodegradable, produced solely with renewable energy, and dyed with Oeko-Tex certified dyes, among other things.
Today, and especially with this collection, my design strategy is 'modular' to create timeless pieces that can be used for different climates and seasons. These pieces can also be washed in sections, thus reducing water consumption.
In this way, we are learning more about the topic every day and taking new, small steps towards a more sustainable future. We want to do our part for a better world and, at the same time, educate our consumers.
What is your brand's vision for the future?
'My dream is to represent Chile to the world with my brand and to be able to sell internationally. I know it's an ambitious goal, but I truly believe in our product, and we've already taken important steps toward that objective. This great challenge began in February 2020, and we were invited to present our collection at Paris Fashion Week. Then came New York Fashion Week, and this past season, we were back in Paris. Since then, we've opened up the international market, with seven stores located abroad, based in Europe, the USA, and South Korea. Many incredible surprises are coming in the next few months in this same area, but I can't reveal them yet!! ♥️'
Interview by Rocio Branada - Editor of The Collective Chile
