Rima Cherfane, whose innovative use of craftmanship is broadening the definition of couture, talks to KREEP. Magazine about her mission to expand the label worldwide and outside boundaries of couture by combining tradition and craftsmanship, handwork and modern fabrics.
From T-shirt to Bride, from bedroom to evening, ”RIMA CHERFANE“ is a label that is addressed to the passionate modern women of today.
The label is designed to have it all: it will take the woman that wears it through different occasions on a high level of style created to give her a statement appearance and have her remembered anywhere she goes . From Resort to Streetwear couture, from Athleisure to Red Carpet up to Bridal, RIMA CHERFANE, is a bubble that you will enjoy being in.
From the beginning, Rima Cherfane’s signature has been painstaking craftsmanship, but over time her label expanded exponentially. As the designer prepares to expand her label worldwide, she took time to answer few questions for KREEP. Magazine. Prepare to be amazed!
#KREEPtalks with RIMA CHERFANE
How did your passion for design start and how your creative process work?
I was born in Lebanon and have witnessed civil wars throughout my childhood. Designing was a scapegoat, and a prettier world, a world you can invent if it didn’t existed. Passion for design is a survival kit that came out of a survival instinct.
”Designing is a mean of breathing the beautiful, whenever, wherever.”– RIMA CHERFANE
How fashion nowadays helps and motivate you to become a fashion designer?
Doing something different and more beautiful is always a motivation. If you have this drive, you can build on it.
Can you tell us a little bit about your references for the last collection?
As a slow fashion enthusiast, my last collection was a vision of a wardrobe every woman would like to have . It was my very first one after having designed for multiple brands in the past and I wanted to go back to my true nature and to a market that didn’t restrict me.
Do you see yourself as an example for the new generation in fashion industry?
Oh no, not at all, I am a very old school in the fashion industry. Slow and sustainable is hard to do when you are a beginner, you need a lot of experience before mastering this mold.
How fashion competitions can change the business industry? Will you apply at some in the future?
A fashion competition is usually a fund raiser and its always a good thing, but then, its not very competitive as the events are usually promoted to raise money rather than brand awareness.
I have found my way in the fashion industry and I am taking a pace that reflects my own lifestyle as a mother, a wife and a designer. I don’t feel competitive with other brands a much as I feel competitive with my own self.
How do you want people to feel when they wear your clothes?
I want them to feel alive, pretty and fabulous. As a matter of fact , they actually do and that makes them build a unique love affair with their pieces.
What do you think it’s your best-selling piece from your last collection?
What do you think about the opportunity of selling your products on online platforms, you think it might be a good showcase for your work and your future?
Selling on online platforms is definitely the way to go . You are the master of your product. And it goes well with my pre -order strategy . Less stocking, human to human relationship . It builds a personal connection with your end customer … and I can add that in today’s world, it’s quite hygienic and safe.
What young designers need right now from fashion industry to grow up?
Well before COVID19 I would have said they would need a lot of money for marketing along a rather nice and safe product . After COVID19 , it’s a complete U-turn , they would need to be genuine. Ultimately , profoundly genuine. From how they create their product to where they produce it and where they will sell it . A woman who buys now , is a woman who is investing on herself in a long-term way. It is a hard period with a big downturn in many world economies. The fashion industry is reinventing itself , and it will take time to settle back into a new normal.