BE­HIND THE BRAND

De­signer Aure­lia Su­tanto talks about her brand Lai­son.

The Jakarta Post - SPEAK! - - News -

pon grad­u­at­ing from the in 2012, Aure­lia San­toso had a chance to work for Lon­don­based Greek fash­ion de­signer Mary Ka­trant­zou.

The ex­pe­ri­ence, Aure­lia said, helped her get the know-how needed to run her own fash­ion house.

“I learned about the de­sign process, how a fash­ion com­pany worked on a day-to-day ba­sis, the process of us­ing print [and] how to de­sign and cut your own prints,” she says. “I learned some tech­niques from there as well.”

Back home, Aureila, along with three friends, launched their Lai­son la­bel in 2014. Here she shares more on the brand. Tell us about your de­signs They’re el­e­gant. I like elon­gated pat­terns, not too body hug­ging— very tight on the body. [De­sign] should come from some­thing that’s com­fort­able. When you feel com­fort­able, then you’ll feel What do you want peo­ple to feel when wear­ing your de­signs? Em­pow­ered, that they have con­trol in their lives. Lai­son is for women who are in­de­pen­dent. They are break­ing lives – of who they are – and be okay with it. What makes your brand unique? Our brand is more to­ward af­ford­able lux­ury. Our clothes are well-made and set to a cer­tain stan­dard. We don’t have a re­ally high-price for the clothes, yet the de­tail­ing more ex­pen­sive ma­te­ri­als. We also want it to be re­lat­able for cus­tomers. Lai­son comes from the French word li­ai­son, which means re­la­tion­ship, so we’re al­ways try­ing to be that – a la­bel that is ap­proach­able and also has a re­la­tion­ship with cus­tomers. From dif­fer­ent things. I can get inspired by art, mu­sic, movies and ev­ery col­lec­tion is al­ways dif­fer­ent to me. For ex­am­ple, our latest col­lec­tion – Spring/Sum­mer 2015 – comes from lu­cid dream­ing. It al­ways comes back to Lia­son’s brand iden­tity. We dream and want things – but we don’t just fan­ta­size, we con­trol the dream. What’s the tough­est part of the busi­ness? Hir­ing the right peo­ple, work­ing with the right peo­ple, pro­duc­tion. Start­ing some­thing is never easy, es­pe­cially when you build some­thing from zero. The brand has only been around for a year, so there are still a lot of things need im­prov­ing. To get to the point where ev­ery­thing is per­fect, it will take a lot of work and time. How are you feel­ing about your work so far? I’m pretty happy with build­ing Lai­son up to where it is now. I take pride in my team - the Lai­son team and ev­ery­body that’s been work­ing very hard. As for per­sonal achieve­ment, it was when I show­cased my col­lec­tion at the Mercedes Benz Fash­ion Week Aus­tralia 2013 and when I got ac­cepted at Mary Ka­trant­zou.

DE­SIGNER AURE­LIA SUSANTO TALKS ABOUT HER CUS­TOM­MADE FASH­ION CA­REER.

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