Image: Aleksi Niemelä
What started as a passion and a hobby, has snowballed into a full-fledged business for Minna Hepburn. Her label is currently stocked around the world and has been featured in magazines such as Vogue, Elle, Cosmopolitan and Grazia.
Described as Eco Lux, each piece is hand embellished and made from sustainable, organic, recycled and locally produced textiles. Environmentally friendly production techniques including local manufacturing and zero waste pattern cutting techniques are used for every garment. Minna is always looking into any new ways to minimise the impact to the environment.
1. What drives you?
I get my inspiration from books, travelling, different kinds of materials, vintage boutiques, antique fairs, Ebay and from watching people in London.
2. Where do you do your best thinking?
By a cup of coffee in the morning while my children are still asleep. Or in the tube, when I'm driving, or when I'm jogging in London's Battersea Park.
3. Who would you love to collaborate with?
In the fashion industry I would like to collaborate with Marimekko, Monsoon and Topshop. However my number one choice would still be Anya Hindmarch. I've always admired powerful businesswomen who have created their careers out of nowhere. It would be great to observe her working even if only as a fly on the wall.
4. What is the biggest challenge in today's society?
General well-being has decreased and sometimes I just wonder where this world is heading to. Everybody simply has to learn how to consume less, slow things down and enjoy the small things in life. In the end, nothing is as important as your family, friends and health.
5. Where would you like to be 2020?
I want to be relaxing in the French countryside drinking wine while being surrounded by my family and friends.