“I have always been a creative soul since I was little, in many different aspects, drawing, sewing and dancing. I have always been interested in design being a way of free expression. Fashion is a language; it reveals a lot about you as a person and how you want to express yourself,” tells us Nynne Kunde, founder of her eponymous brand NYNNE.
Nynne started her brand right after university, where she won the Designer of the Year award. “In my final year of university, I truly found my voice and what I wanted to achieve with my way of designing, which I still use as a starting point for all collection since then. I grew up with a mother who taught her daughters to be strong independent women who fight for what they want, which has since been my ethos and a constant source of inspiration in my collections,” she explains.
Female empowerment is a constant source of inspiration for Nynne and her brand. Her research through interesting art movements and time periods often lead her to discover unique female characters she can relate to. “I tend to incorporate a lot of architecture inspiration into my designs as well. It is very rare I build collections up on one theme I tend to have a few different small ones who all have something in commend,” she adds.
The modern Scandinavian label has been helping women create a wardrobe with timeless statement pieces, clean design and vibrant details that form a sustainable angle that can be reused in many ways for years to come. Although the brand was launched merely two years ago, it has been evolving at an organic pace. “We have taken our time to really establish ourselves and costumers now recognizing our products and what we stand for,” explains Nynne.
The current crisis has been, for the designer, a mixed experience. “As a small brand, we have been able to control and adapt quickly to the scenery compared to others. With that said it has still been tough trying to get help, guidance and being on top of the next collection when the future is extremely unknown. It has been a great time to focus more on body and mind and really find yourself again especially in a business such as fashion where everything goes extremely fast sometimes.”
According to Nynne, the future of her brand and of many other independent labels is hard to predict. Although, she believes this crisis has given more focus to small independent brands who are trying to tell their stories and telling the consumers about consumption, sustainability and investment in better clothing. This behaviour might, according to Nynne, help boosting small and independent brands post-crisis and might avoid costumers going back to their old buying patterns.
What did these buying patterns look like before the crisis? “The fashion world was running in a pace where most small brands like us, trying to move up the ladder, had a hard time keeping up with. I hope [that once] this crisis is over the fashion system realises that the system needs to change or slow down. We do not need to sell clothes four times a year or overproduce collections in the pace it has been doing so far. I think small brands like us would try to force a slower reality and focus more on quality and craft which we have been trying to since we started but also focus on our online content and webshop as well because you can’t deny the power of online shopping,” she concludes.