I started building my fashion brand, IRMA, out of a love for a mindful approach to fashion. I don’t remember exactly when sustainability became important in my life, but I know it helped me grow and, in a way, find myself again. I was lost. I had forgotten how creative and playful fashion could be—without logos, big names, or trends dictating my choices.
Instead of trying to persuade others, I decided to pause and listen to myself. That’s when I realized that my most creative years were actually in my teenage days. Back then, fashion felt like an open playground, not a set of rules to follow. I was lucky to have my grandmother, the best seamstress ever, by my side, helping me bring my ideas to life. Together, we made so many unique pieces—things no one else had. One of them, a jumpsuit, still lives in my memory as something truly special.
And then came a hollow of emptiness, filled with things I later sold on second-hand platforms anyway. What was once called minimalism became very attractive. But I’m not the type to count my clothes or plates in the kitchen—I just want to be aware of what I have and truly use it. Minimalism, to me, isn’t about restriction but about appreciation.
Recently, I came across @Jenny Sais Quoi's blog, where she described minimalism as “sleepy minimalism.” Oh, I have to say—there’s something to it. While I love simplicity, I also believe that fashion is about expression, history, and emotion. So I will keep my old blazer, a 25-year-old piece, and make the best of it.
I can still be mindful and minimalistic, but with a hint of color and burgundy velvet. Maybe we’re on the same side after all—loving something that seems opposite at first but actually shares the same core values. It’s not about extremes but about buying less with purpose, staying true to ourselves, and reflecting our personalities in what we wear. Whether minimalism or vintage, it all comes down to intentionality, self-expression, and supporting each other in finding what truly resonates.