There are very few brands that never cease to amaze us with their design brilliance and extraordinary craftsmanship. Paula Knorr is one of those labels. Continuously reinventing the realms of traditional design, the eponymous brand is a refreshing take on what womenswear in the 21st century should look like. Extending that aesthetic to a bridal wear range as well, designer Paula is continuously exciting us. Intrigued by the talented designer’s journey, we sat down with her to discuss her varied sources of inspiration and what it takes to be a designer in today’s market.
The Brand Journey
Paula: I graduated from Royal College of Art in 2015 and won the International Talent Support competition short after. I won the support to design another collection and haven’t stopped since.
The Many Sources of Inspiration
Paula: The main intention of my designs is to put the woman in the foreground not the clothes. It´s all about her body, her movement and her personal beauty. This interaction and balance between the body and the garments is essential. Details, prints, etc. come second. That’s why I never start by drawing my ideas. I have to drape and preferably create them directly on a real body to explore how they interact.
An Usual Day in Team Paula Knorr’s Life
Paula: We moved the studio to Germany a year ago. So now I am based partly in London and partly in Cologne, Germany. This means I am flying back and forth a lot, this seems like a lot of stress, but it’s actually made my life much easier as I can relax when I am in Germany. I also still partly produce in Germany, so it is convenient to be closer to the factories I am working with. When we work in the studio the day normally starts at 9am and is filled with sewing, pattern cutting, trying things out, working creatively. When I am in London, I run from meeting to meeting and look after the business and marketing side of the company.
5 Years From Now
Paula: My goal is to grow Paula Knorr into a healthy brand that my customers buys over and over. They should be able to rely on the brand for certain kind of garments. I really want to work on this close connection with my customers. On the other side, I would love to work in a more sustainable way. Integrate sustainable materials, cut down on plastic during production and in the studio – sourcing sustainable materials in evening wear is pretty difficult. Sparkle and glitter are too often simply plastic, but we are already looking into using biodegradable glitter for SS21.
The Insider Tip for Aspiring Designers
Paula: Don’t try to do to many things at once. Concentrate on a few amazing designs and really push those. Designers in general (including myself) tend to reinvent themselves and their design too quickly. Leave time for press and audience to get to know you and your aesthetic fully and truly.
Follow Paula Knorr: @paulakn.rr