Minna

Designer name: Minna Hepburn

Origin: Finland

Career highlight: “Being able to grow the business during a recession without any fashion qualifications or investors. We have got this far through sheer determination, hard work and a supportive family.
Being selected to be mentored by Yasmin Sewell was also a real eye opener and made me push the business to another level. Orders from stores such as Stockmann in Finland and Anthropology have been amazing.”

Design signatures: “Feminine, vintage inspired dresses and tops made from silk and lace. Our pieces are heavily hand-embellished using off-cuts, lace and vintage trimmings. Minna is all about using luxurious, sustainable fabrics combined with feminine cuts.”

How would you describe the Minna women? “Our customers are people who are looking for beautiful and feminine investment pieces. The fact that we are an ethical brand tends to be a bonus but it is the actual designs, quality and fabrics that our customers are after. We are all about building long term customer relationships. One of my most recognised customers is Laura Bailey; she is a true Minna girl with a passion for vintage and a real interest in ethical fashion and environmental issues.”

What is inspiring you for spring/summer 2011: “Weddings, chiffon, Alice in Wonderland and hot summer nights in France.”

What is your brand philosophy? “Ethically produced, luxurious pieces using the finest sustainable,
organic and locally sourced fabrics. Fashion with a story to tell.”

How do you see the brand moving forward and developing? “Growing our online and wholesale side of the business will be a key focus for the next 12 months. We have also started to work with local youth centres and charities that work with teenagers; this will be an exciting task for us. For us, business is not just taking, but also giving.”