We had the opportunity to talk with Elisa and Lucia, the founders of Kimonorain, about behind the scenes, the creative processes and the history of the brand.
“Thanks Elisa and Lucia for accepting our invitation. Where did you start from? How was Kimonorain born?”
“Kimonorain was born from our love for Japanese geometries and from a long study done on our first brand, TVSCIA. We decided to summarize the meticulous and profound research made in our first experience, in order to make the research and originality that we has always characterized more usable on a large scale. ”
“What are the strengths of your products and what is the iconic piece of the brand?”
“As we said previously, it is undoubtedly the creation of a research product that is very recognizable but suitable for almost all age groups. Our classic garment is the KIMONORAIN BASIC, long down to the pelvis, unisex, reversible and with braces internal. ”
“Where do you get inspiration from for the new collections?”
“It is really easy for us to be inspired by the new collections; everything starts from what we breathe, that we observe, that passes by us. We take those imputations as if they were gold and rework them with extreme fluidity. We have never had research anxiety or crisis of creativity, we have things inside and they come naturally, celebrating our work, with depth and at the same time lightly. ”
“Being in two, how do you divide the work?”
“There are no clear subdivisions, the creative process naturally arises from an exchange of visions. In addition, we both obviously take care of the rest: Elisa from the administration and Lucia from the suppliers. Furthermore, together we follow the workshops and customers. Having direct contact with the whole process, both creative and entrepreneurial, has made our reality lean and very strong. ”
“Japanese culture has influenced your work significantly starting from the brand name. How come this choice?”
“Japan, with its geometries and its contradictions, has always been in our minds an infinite basin of inspiration: there was then a trip to this country that definitively consecrated the love for that culture and sanctioned the beginning of our process creative, first for TVSCIA and now for KIMONORAIN. The brand name perfectly associates inspiration, KIMONO, and its functionality, NO-RAIN. ”
“There is a lot of architecture on the brand’s Instagram profile, is it a common passion or a stylistic choice?”
Architecture, with its geometries, its full and empty spaces, and contemporary art are part of our interests, of our free time and therefore of our research. We try to use for social media, everything that is part of our world, what we like and inspire us.
“Who is the Kimonorain product designed for?”
“Kimonorain is really designed for everyone. In addition to women, it is also sold for children and is also very popular with men. It is loved by both a young, sporty and glamorous clientele, up to our very affectionate ladies, who find in our products the interpretation consistent with their needs.
To be honest, today the word lady is not very correct to end mature customers, today’s ladies are women who reach maturity full of experiences and vitality, and it is right that they can find products on the market that represent them without diminishing their vitality and desire for originality. ”
“What have been your greatest satisfactions?”
“We understand that the most rewarding thing for a creative person, or at least for us, is to create special things that can be understood by as many people as possible.”
“Can a Kimonorain jacket also be used in summer?”
“Of course, the average weight of our summer garments and the non-padded versions are perfect for the warmer seasons. The KIMONORAIN for its peculiar lightness and particular practicality, becomes the perfect garment to wear even on summer evenings.”
“Have you ever thought about expanding the collection with other types of garments?”
“It is a thought that often recurs, also because we come from the total look and there are many things we would like to do. However, we try to keep our imagination in check by concentrating on the entrepreneurial choice of the” single product “. We have ascertained that improving the characteristics of a single type of garment is a great challenge, very stimulating also from a creative point of view. ”
“Where can we buy your products?”
“Our distribution network is divided into approximately 60 Multibrand stores worldwide, including SUGAR in Arezzo, PENELOPE in Brescia, FLOW RUN in Florence and AVANT GARDE in Beverly Hills.”
If you are curious to see all the Kimonorain products, take a look at the Instagram page!
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