In fashion, where ‘one day you’re in, and the next day you’re out’, finding a sustainable approach is an ethos that transcends time. Estonian fashion label ELLEN RICHARD follows that exact principle, aiming to cut down consumption. Their versatile design and minimalist aesthetic appeal to the busy, globetrotting woman. The creative mind behind ELLEN RICHARD, Kristi Pärn, reveals her inspiration behind their fresh collection and shares her passion for creating sustainable fashion. Note: their latest collection just hit select stores in Estonia.
Words: Johanna Raudsepp
Your new collection just launched at the end of October. What inspired the looks for your latest launch?
The new ELLEN RICHARD’s collection is inspired by a mysterious, yet confident French woman, who knows what she wants. She spends a lot of time with her friends, and gets impulses from music, films, theatre... She loves to read and travel. She values classic and comfortable clothing, and lives by the idea that less is more.
Similarly to the first collection, this fresh line has a minimalist take and has been made with natural fabrics. Kimono-style lines are the main theme, prevailing in the shirts and jumpers. The collection combines Nordic simplicity with practicality.
ELLEN RICHARD has a minimalist take on fashion. Why minimalism? What drew you to this approach?
As a designer, I have always been drawn to minimalism in design, architecture and living in general. For me, minimalism associates with words like, 'clean', 'air', 'breadth', and is artistically more interesting and fresh than any other art styles. In the ELLEN RICHARD aesthetic, minimalism reveals itself in the simple shapes and black-and-white tonality.
ELLEN RICHARD’s Sustainable Minimalism – An Ethos That Transcends Time #Savant
Photo: Oliver Moosus / Models: Getter Killing / Alisa Grabovaja / Bianka Haavel
Who is the woman ELLEN RICHARD represents?
The ELLEN RICHARD’s woman is self-confident, tasteful and sensual. She values timeless classical style and natural fabrics, following the ‘less is more’ principle. She’s inspired by culture and loves exploring the world. She is a busy woman who looks chic in the same outfit, whether she hurries to work in trainers or goes to a concert in heels.
At Savant, we are strong believers in sustainability. What does sustainability mean to you?
Sustainability is of great importance to us as well. First of all, we only use natural fabrics that are environmentally-friendly and safe for our bodies. Secondly, we value thought-through design. We try to design a product, so that our client can wear it in any season, and pieces that can be transitioned from day to night. We don’t need a lot of clothes, just a few good versatile pieces.
"For me, minimalism associates with words like, 'clean', 'air', 'breadth', and is artistically more interesting and fresh than any other art styles."
All creative people experience a creative block every now and then. What do you do to get over that?
I find changing my environment to be helpful – I need to get out of the daily routine. Sometimes a few days are enough, but other times I need a week or two away from the computer and all regular daily activities. In those moments, I need nature, the sea, peace and quiet. Luckily these places of serenity are easy to come by here in Estonia. And sometimes I need sunshine and warmth – then I can go to the Mediterranean, for example. I find inspiration everywhere – in nature, from my travels, from architecture, the everyday life around me.
"The new ELLEN RICHARD’s collection is inspired by a mysterious, yet confident French woman, who knows what she wants."
Photo: Oliver Moosus / Model: Alisa Grabovaja
What does ELLEN RICHARD dream about?
ELLEN RICHARD dreams of simple things – new exciting ideas to bring to life, meeting interesting people, and fun events. And, of course, that in a few years we would have out own studio shop and a wholesome collection for both seasons, summer and winter.