Women Worldwide: REINEREN is shaking up the fashion world

Fashion is a fickle thing, but once in a while you come across a truly creative point of view that it simply takes your breath away. [...]

Fashion is a fickle thing, but once in a while you come across a truly creative point of view that it simply takes your breath away. Enter REINEREN, the new kid on the block of China’s booming fashion scene – and certainly a designer to watch.

Our Fashion Editor Hannah Tan-Gillies caught up with REINEREN to chat inspiration, daily designer life and being true to yourself in this latest Women Worldwide interview.

Tell us a little bit about yourself and your background. What made you fall in love with fashion?

I was influenced by my family since I was a child. I naturally fell in love with drawing and have always been interested in handicrafts and creating artistic things. I also used to love making clothes to my Barbie dolls.

Gradually, I started reading all kinds of fashion magazines and dreamt of becoming a fashion designer — and one day have my own brand.

Where did the name REINEREN come from? How would you describe your brand’s aesthetic for our readers who may just be discovering you?

‘Reine’ means ‘queen’ in French which is the same pronunciation with my name, I also found this word perfectly conveyed the brand’s core message, that all women should be their own queens.

Who is the REINEREN woman? Can you describe her in three words?

Independent and confident, unrestrained & carefree, and finally, fierce & gentle

Tell us more about your latest collection. Do you have a favourite piece?

One of my favourite pieces is a grey-green, leather cropped blazer with woven twine below. The collision of two completely different materials is a combination of rigidity and softness. The eco-friendly leather is also one of my favorite materials, as it is tough and stylish. With the braided hemp rope, the elements of the theme of this series are well integrated with the style of the brand.

Walk us through an average day in the REINEREN?

On top of the daily drawing and producing of garments samples and fitting, as a designer, I also need to communicate with fabric suppliers and factories for product development. I’m also very involved in managing the admin perspective such as meetings with various departments like human resources, public relations, and sales.

What has been the biggest challenge you’ve faced as a designer so far?

Merchandise. When creative sparks come through or an idea wants to be implemented, it needs the support of the supply chain. However, this is also the hardest part of the process. There is a cost to try before it can be produced in real life such as what it will cost you in terms of time and capital. Will your supply chain partner be willing to share the costs or risks with you? In many cases, it is easy to imagine but difficult to implement. As the designer, I have to face with various challenges.

What’s next for you and REINEREN? Any exciting new projects in the pipeline?

We hope we could step to the international market be recgnised by more global audience and to understand and align with our value and mission.

What advice do you have for those looking to take the leap and start their own fashion businesses too?

Be true to yourself.

www.reineren.com

IG: @reineren_official

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