IDAW: BRAND RADAR w/ Dania Shinkar
Saudi + Ireland-based Sustainable Designer: Dania Shinkar is the new class of sustainable fashion. Launched in 2019, with roots in art and architecture; Shinkar discovers a true marriage of classical chic and contemporary art. The modern contemporary designer introduces herself, her brand and its mission in this week’s Independent Designers Around The World: BRAND RADAR series.
Brand: Dania Shinkar
Location: based in Saudi Arabia & Ireland / made in Italy
Year Established: 2019
Designer/Creative Director: Dania Shinkar
Website: www.dania-shinkar.com
Instagram/Twitter/Snapchat: @daniashinkar_official
What inspires you to create?
I find the source of creativity is infinite; inspiration comes from everywhere, but mostly from art, architecture, vintage designs and the concept of surrealism. I love to draw references from the past, from vintages designs, and re-interpret them with a modern functionality. For example, in the SS 21 collection, the MAJJ bag features the classic ‘coin purse’ re-imagined as a functional phone pocket. Because… people don’t need quick access to their coins these days, they need quick access to their phones!
What is your brand all about?
If I could use 3 words to describe the brand, they would be: contemporary, sustainable, and unconventional.
The brand’s personality is explorative and experimental in terms of its design approach in reinterpreting vintage designs with a modern philosophy. Sustainability is also at the heart of the brand. From using eco-friendly materials to practicing waste reduction to using ethically sourced leathers, we try to implement sustainability practices in all stages.
What makes your brand unique?
The brand takes an unconventional approach to design with visual twists and unexpected details that beg a closer look. Another thing that makes it unique is that it is designed in Saudi but manufactured in Italy. A unique combination!
Tell us about your creative process?
I don’t follow a particular process. It’s different each time. I could be sitting down doing nothing and suddenly get a vision of a specific design and start to sketch immediately. Or I could look at inspiring visuals and imagery and then start to create different sketches, move on to developing those sketches, then build a 3D paper model. That’s when I start to play around with scale to determine the dimensions.
What materials or images are inspiring you at the moment for the upcoming season?
Images of natural landscapes and environmental forms, artistic sculptures and paintings, vintage designs
How do you see your brand being able to influence the future of fashion?
I hope that my brand can inspire the implementation of more sustainable practices/ eco-friendly supply chain.
What demographic do you feel your brand resonates with?
contemporary women aged between 20 – 35 years old.
What is an average price point for the pieces you create? 660 USD
What other stores/online platforms do you feel your audience currently shops?
Farfetch, Forward, Ounass, MatchesFashion
What do you want your audience to gravitate towards when they see your collections?
I would like them to gravitate towards the colours, the unconventional shapes, and the vintage nostalgic feel to the brand.
What do you feel is the core of a fluid collection?
Inclusivity
What is your favorite piece in your current collection? Why?
The HAWAZEN is my favourite piece, because it’s the first piece designed so it has a special place in my heart. It’s also my favourite because it features our signature eco-friendly acetate handle!
ON THE FUTURE OF SUSTAINABILITY
DOE: What is the future of sustainable fashion in your opinion?
Dania: I believe the future of sustainable fashion is bright and promising! Both consumers and brands are more excited and aware about it every day meaning more possibilities for developing and improving sustainable practices, hence implementing solutions to the environmental crisis. I believe we might see more brands continue to push the limits of what clothes can be made from, whether from recycled plastic bottles or leather made from pineapples. Sustainability will become a prerequisite for brands instead of an option.
DOE: Why is it important to educate the public on sustainable/slow fashion and how it affects our environment?
Dania: It’s important to educate the public on sustainability since it’s a matter of urgency now more than ever before because there’s so much strain on the planet these days – climate change, plastic pollution, deforestation…etc. and sadly, the fashion industry is a significant contributor to these environmental issues. It’s been called out as one of the most environmentally damaging industries.
If we educate the public on slow fashion, this can lead to so many great outcomes and benefits for the environment. This can help reduce pollution and textile waste clogging landfills, lower carbon emission, and slow down mindless consumerism. Educating the public on slow fashion can also lead to greater support towards local artisans and their craft. The more we educate people about sustainability, the easier it will be for them to get on board and incorporate it into their lives.
DOE: What is real sustainability?
Dania: In the context of fashion, sustainability is the action of sourcing, designing and manufacturing products in an environmentally friendly and socially responsible manner – as much as possible.
DOE: What are some sustainable future collaborations/initiatives you have in the coming months/year?
Dania: To collaborate with charity initiatives and to use more environmentally responsible materials such as dead-stock leather vegetable tanned leather, and leather alternatives made from plants, fruits, and trees (pineapple leather)
Shop Dania Shinkar at: www.dania-shinkar.com + https://www.homegrownmkt.com/