Ok Journal, I’m going to tell you a secret. Only because I’m very excited about it. I’m starting a clothing line. Ok fine, it’s not a secret, everyone has been telling me to do this for a long while, but every time I start, I lose hope because I can never find that thing that my brand will encompass.
Every time I try to brainstorm, I always write down, ‘what does my brand represent?’ and I’ll never have an answer because I didn’t know. What I did know was that I wanted my brand to channel me. To embody everything I am. But I didn’t know who I was.
But these past few weeks I’ve realised, I’m an outcast. I’m misunderstood. I’m different. I’m weird. I’m individualistic. I’m quirky. I’m non-conforming. I’m incompatible with the world. I’m not perfect. I have my flaws. But I’m Dera. That’s who I am. And so that’s what my brand will represent. A brand for the individual. A brand that celebrates quirks; the things that make you most unusual.
All the garments I design will be asymmetric in nature. No two sides will be the same, be it the front and back sides or the left and right sides. Asymmetric, as no one is perfect. My brand name translates to ‘beautiful’ and it’s what makes us different that also makes us beautiful. It’s fucking perfect! That’s my message.
Be your imperfect self.
Also, since I’m a fantasy fanatic, fantasy will be my muse. There are so many weird and wonderful shapes within the fantasy landscape and I know I’ll have many avenues to draw inspiration from.
See, this brand is everything I am. It really is me. I’ve never seen myself plastered so clearly within something. I’ve decided to focus on occasion wear in the form of dresses, tops, bottoms, one pieces targeting the mid-range/high-end market.
The hard work starts now. No playing around.
Let’s do this motherfuckers!