Q&A

SHOWstudio: How would you define your aesthetic?
Modernist: Our look is quite streamlined and graphic but there is also a more playful side to it as well. It’s very much about taking mundane, ordinary things and lifting them out of context and making elevating them into luxury products. We’re obsessed by finishes and an unexpected use of fabrics.

How would you describe your customer?
From late twenties upwards, confident, not a slave to trends. It’s about making women feel special, unique, feminine and sexy without looking vulgar. She enjoys fashion and is self-aware. And she always wears heels!

How would you define contemporary fashion?
The Internet has changed everything. The world’s smaller but it also makes it harder to get your message across when everyone’s vying for space and attention. It’s all about now, now, now, me, me, me and new, new, new. This idea of the quick fix. We really respect Alaïa for playing the game by his own rules. But then he can because he is a total genius and has earned that position.