Norah Joskowitz
“Liebe zeigen.”
Foto by Marie Bleyer Fotografie
Support local fashion, duh, but also, show your love!
- Interview with Vienna based fashion Designer Norah Joskowitz, by Elizabeth Spouse (Development Coordinator at Improper Walls)
E: Can you tell us a bit about yourself and how you would describe your work?
“Hi, I’m Norah and I founded the sustainable fashion label Valle ō Valle in late 2018. It all happened because I’d never worked in a company where I felt really valued. I also think there is too little fashion that is both dope and sustainable at the same time - I saw a market and an opportunity there.
How do I describe my work? Everything is just made-up. That’s the crazy thing about being self-employed. Of course there are a few guidelines, but in itself I just think up what I do. Sometimes it’s crazy when I think about it.”
E: For those who don’t know you yet: What the f*** is a Kimonorah?
“A Kimonorah combines the best features of a cardigan and a kimono. It has long sleeves that can be wonderfully rolled up, pockets sewn in left and right, is almost floor-length and follows the call of the wind. “Kimonorah” is a neologism and plays with the influences of the kimono elements and my name.”
E: What are the most common misconceptions about the fashion industry and what do you want us all to know?
“It is very difficult for me to give a short answer to this question. I find developments such as in Italy, where tens of thousands of Chinese workers produce fashion under inhumane conditions, extremely alarming. And to believe that fair fashion in itself could solve the problem would also be naive. The fashion industry has lost its way, as most consumer goods industries have. We have to rethink history. ”
E: What are you working on now and how has the current situation affected you?
“I’m trying to keep up with my daily business and actually work on the new collection, but the latter receives less attention because between online orders, social media support, online shop optimization, “production management”, workplace design and personal crisis management, I hardly have any room for creative work. Shortly before the crisis I wanted to look for support - at first I thought how lucky that I didn’t do that, but now I’m thinking I should have. So if someone out there is familiar with the fashion industry, has a high motivation to work and can maybe even draw patterns...”
E: What is the best way to support you and local designers right now?
“Show love. There are different ways to do that. I’m a great friend of sincere words. Just write to the people you admire for their work. As an outsider you often think that good artists and creative people know they are good. But I think that getting approval for the work you’ve done is always something special and strengthens you tremendously, especially in such uncertain times.
Otherwise it’s always nice to follow on social media and spread some likes and comments which increases my reach and brings me closer to the people who want to buy my products. ”
