story by Jessica Payne

Julia Weinberger is an up and coming Fashion Designer and the founder of Juwe. We met up to discuss her latest collection, AW16.

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Tell me a little about yourself:
My Name is Julia Weinberger and I’m 25 years old. My family moved to Germany from Kazahstan when I was 12. Nevertheless I grew up in Kazahstan and moved afterwards to Germany, I would describe my mentality more likely as a Russian one. Maybe because I always used to have Russian friends.

What sparked your interest in fashion?
Ive been interested in fashion since my childhood, just like painting and drawing have always been my passion. When I was five I often arranged home-fashion shows with my dolls and self-made clothes made from rags.

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What made you decide to make fashion your career?
First I did not think much about what my career will be. Moreover I also tried myself in another profession, such as construction draftswoman, but noticed that it´s not the way I want to follow. And after it was clear – I can´t exist without fashion.

Are you self-taught or did you study fashion?
After my graduation I completed a professional training as a fashion designer and custom tailor with an emphasis on cutting manufacture and modifying of the clothing. Afterwards my desire for more fashion and trends lead me to the idea of studding fashion at the International Academy of Arts and Fashion Esmod Berlin. During my studies I was even one of the finalists of the workshop organized by Patrick Mohr and the winner of the Couture Competition organized by Studio Canal Germany for “Hunger Games- Tribute von Panem 2 -Catching Fire“.

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How has your work evolved since you started your own label?
My final year collection “the men machine “at Esmod was something that inspired me to start my own label. I spent a lot of time creating the collection and could put a lot of my own ideas into practice – it´s an amazing feeling. Nowadays, I´m at the business start phase and I work at the same time as a designer of luxury brand bags on freelance basis. Furthermore I´m involved in a range of various fashion design competitions and I´m going to take part at the Fashion week in Vancouver.

 If I would be asked to tell about my collection, I would describe it as follows: Humans are often compared with machines. Like a human body consists of organs, a machine contains a lot of components. These components are put together in a certain order following the perception of the body structure. People choose their dress style depending on their feelings and perceptions. Women in the industry like to wear their working clothes and at the same time they want to look different and elegant as well. The tradition of the collection is to be visible through the wide, however, female forms and through the details. It’s the new interpretation of the workwear, the transformation and implementation in a very minimalist detailed fashion. The convenience and the movement of the human body in the clothing is in the foreground of my goals, which again takes up the human anatomy. The mechanism is visible through the textile manipulations!

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Are there any types of clothes you won’t wear?
I think there is no clothing that you can´t wear. You just have to find the right combination of the clothes and it should correspond to your personal style.

What is the biggest lesson you have learned since starting your own company?
First of all I learned that you have to be ready to invest your power, passion and a lot of time starting your business.

What has been the defining moment in your career?
I´m very proud of each moment of my business life, also when there are some up and downs you can learn a lot thanks these lessons.

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What advice would you give to aspiring fashion designers?
At first it´s very important to follow your dreams and aspirations. Furthermore the ability to accept the justified criticism and to put it into practice are essential for the ongoing fashion designers.

What would you like to accomplish in the next year?
I´m intend to reach a bride audience of people with the same clothing style as I have and to award them a maximum comfort and smartness.

Do you have any rules or superstitions you live by?
As I already mentioned, I have a Russian mindset and as you know, Russian people are quite superstitious. So, I also tend to have some, which I try to don´t cut. But I have a great family, many friends and my boyfriend, who support me anytime I need them.

What’s your motto?
My motto is: “Look ahead, don´t turn and never return“.

What can we expect in the future from you and the AW16 collection?
My future collections will have a certain character. They will show that commercial, minimalist fashion can be interesting. I´ll try to present this fashion in another way, as it is ought to be. My aim is to make commercial, minimalist fashion more elegant and comfortable. My future collections will also be based on various types of work clothing, and will incarnate different cultures combined with the technique theme.

photography:  Riccardo Bernardi

stylist: Julia Weinberger

hair/makeup: Danila Zippan

model: Virginia Liotta

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