Designers
Juliana Nasasira Karumuna Talks Kwesh’s SS21 Collection As She Reflects On Future Of the Brand
From dressing Lupita Nyong’o (and getting invaluable industry advice from the Oscar-winning-actor) to making almost 10 years in the business, Juliana Nasasira Karumuna, creative director & founder of Kwesh, has so much to be grateful for. Setting up Kwesh.ug, the brand’s e-commerce store stands out as one thing she’s most proud of. The store opened its doors in May with the launch of the brand’s SS21 collection.
The new collection sticks to the brand’s DNA; clean silhouettes, minimal detailing and an eclectic approach to design, we’ve always known the brand for. In this chat via email, the Italian-educated- designer tells Satisfashion UG why success relies on learning to balance passion and profit.
What was your inspiration for the SS21 collection?
I turned to nature for inspiration; leafy greens and an orange-blue sky colour palette. With this collection I focused on minimal, fluid silhouettes with a bit of edge.
Pieces from collection come in names Imara, Karabo, Tamba, Siima and more. What’s the story behind that?
‘Tamba’ is my son’s middle name, and the rest of the pieces are named after my nieces and nephews. I wanted the collection to feel personal, not just to me, but also to my friends and family.
Each of your collections comes with clean silhouettes and minimal detailing, but unique fabrics and prints. What influenced that approach to design?
My designs are a reflection of my personal style, and evolve and grow with me. I also design for the woman I aspire to be. I try to keep each design interesting but still wearable. Sleek and streamlined, but sill refreshing and cohesive.
You created this collection during a pandemic. For a creative, that’s challenging. What was your thought process like creating it?
Trying to create and continue to run a business during a pandemic has been very challenging. Clothing isn’t a necessity so the fashion industry was, and continues to be affected. During the last lockdown, I took the time off to reset, and refocus on my business model. My main goal and focus was to have an ecommerce store and I’m thrilled that we’ve been able to achieve it.
Do you have a favourite piece from the collection? Kind enough to share and why.
The TAMBA set. I love the set as a whole and that you can style each piece separately.
A lot of brands have shifted to digital presentations and e-commerce to observe social distancing. Kwesh seems to be taking the same direction too. Tell us about some of the changes you have made as a business to adapt. And are they permanent? Or it’s a thing of the moment.
Having an ecommerce store has been a goal of mine since I launched Kwesh; it wasn’t in response to the pandemic. However, the 2020 lockdown forced me to stop and really focus on the direction I wanted my brand to go. The changes I have made are aimed at giving my business more structure and scale.
9 years in the business. What lessons have you learned as a young business woman working in a dynamic industry that you wouldn’t mind sharing? (Lessons that have contributed to your longevity)
The best advise I would give is to balance passion and profit. Most of us get into this profession driven by passion, but it is vital that you do not neglect the business side of fashion.
When did you realize that designing and creating clothing is your calling?
Design is a passion of mine, one of many. I have always loved art, and I see fashion as a way to be creative and artistic through clothing. After my undergraduate, I worked in Real Estate for a year and was very unmotivated. I was then fortunate to be able to study fashion design and haven’t looked back since.
You recently became a mother, has that, in anyway changed your approach to design, business and life in general?
Becoming a mother has had a huge impact on my life and work. Despite having a lot less time than I did before, I am more focused, productive and motivated now. I procrastinate less and delegate more. I used to worry that having children meant my career would suffer, but it’s been the opposite.
Allow me to digress a little, in 2015, Lupita Nyong’o chose one of your pieces to wear to an event here in Kampala. How did you feel about that at the time? Considering you were still very young then.
Dressing Lupita is still a huge highlight of my career to date. I was honoured to dress her and that didn’t just give Kwesh exposure, she also gave me priceless industry advice.
Lastly, Kwesh has grown so much, right from your ‘controlled chaos’ collection for SS13 to where we are now. What are some the accomplishments of the brand you are most proud of?
Setting up an ecommerce store is what I am most proud of. It has always been a huge goal for Kwesh to be a Made-in-Uganda brand that’s accessible worldwide.
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