We are very pleased to welcome Etrala London to IndependentBoutique.com, Etrala London design high-end, limited edition, ethical womenswear. All their products are hand-made to order in London from 100% natural fabrics. We chat to co-founder and designer Maria about how Etrala London got started.
We have an inherent concept of “Slow Fashion”: Our collections are limited, handmade in London from 100% natural fabrics, and finished with the highest quality standards. Our garments are made to last year after year… against the “throwaway” culture of the High Street macro stores.
What sort of comments do you get about your designs?
People say that they are very different and original, but very wearable at the same time. They also say that the high quality is appreciated.
What is your background?
I, Maria, studied Environmental Engineering at University and Fashion Design later, whereas my partner, Emilio, studied BSc Business and MBA later, specialized in Luxury Industry. This was the perfect combination for Etrala.
Which designers do you rate highly and why?
As designers, we love the work of Peter Pilotto or Christopher Kane, they are so creative and have good taste to see the woman dressed in style. As a brand, we especially admire how Paul Smith has developed his business.
Tell us about your design process from concept, production and to the shelves…
I use to think in a beautiful inspiration and then look for it in the materials… fabrics are very important in our designing process, the have to be from ethical (British) suppliers, 100% natural, good quality, and different from the rest. Then we develop the styles with simple shapes that can be worn by most women. We think in the real woman on the street that wants to wear a special piece for work or weekend.
How do you think your brand has developed?
I think it has developed fast from a very clear concept and business plan. We study and think very much each step, as we want to grow up in a sane, organic way.
To find buyers. Once you have found them, they love the collections and are likely to buy, but the sales process at the beginning is hard.
What are your main achievements and what do you aim to achieve now? Past present and future
To be where we are after one year only. We have created the company in a foreign country, built the website and online shop (ourselves) and presented 3 collections so far. We are already stocking in several boutiques and online stores. For the near future, we would love to be showcasing in the London Fashion Week.
What advice would you have for anyone starting out in (your field)?
To work very hard and to attend many events related to fashion sector, to contact other people that can always help.
Why do you think British design stands out on the global stage?
London is one of the most important fashion’s capitals, and there are many talented designers that want to showcase their creativity to the world. There are many things to do for Sustainable Fashion not only in UK but in all developed countries.
Shop the Etrala London collection now.