If you are especially observant, you might have already picked up on some clues through Tumblr and Instagram. I literally couldn’t wait and am incredibly bad at keeping exciting news for myself. (While typing this, I can barely even wait to finish this blog post and press the ‘publish’ button.)
For more than a year I’ve been working on turning Love Aesthetics into something more tangible, something that goes beyond myself, beyond just an internet page and something that everyone can be part of.
During my years of blogging and documenting my everyday, I’ve found that what makes me truly happy in life is making things (images, clothes, videos, furniture and everything in between). It has always been a second nature to me, I can remember cutting my dresses in half as a 6 year old when needing skirt or making desks in high school out of whatever material was around. But through the process of blogging and capturing on camera the creative process, my own aesthetic really crystallised and became very clear.
It is also through the wonderful internet that I received feedback and support from you guys or saw my DIYs live on the other side of the planet. Big moments were when established brands asked for my creative input like Eastpak, Margiela or New Balance. The biggest compliments however were those emails from readers who wanted to purchase my self made clothes, accessories and interior objects.
(Discouraging moments: Big corporations bringing my projects into production without my consent, Etsy shops selling my DIYs, people claiming our images as their own)
At the same time, I have had an urge to pursuit the highest quality possible and push to get to new levels. Trying to source the best materials, learn new techniques, acquire better tools. Which resulted in that my projects became too long, complex and often too expensive to fit into the format of a DIY-blog post.
Slowly the idea of a line of products started to grow in my mind, where we fully control the quality, make sure the production is ethical, make independent autonomous creative decisions and also keep a very close connection with our customers.
Words like ‘happy, excited, thrilled’ don’t even cut it. I am so hysterically excited and nervous to a strange point where I have now reached a sense of calmness.
So yes, a line of products for daily life (in Dutch: gebruiksobjecten) is coming, where a pen and a T-shirt are in the same category. We don’t participate with the cycle of fashion seasons, instead take all the time needed to individually develop and perfect each product. So without deadlines products are added whenever they are finished meaning that there will be no new-arrivals-vs-sale-system but the collection will slowly and organically expand.
Do not expect a huge release, this is a project that will take time to grow. Though it is starting extremely small with less than a handful of products – at the same time this is a very big step for us and the start of a new chapter. Together with the fantastic help of Romeo we’ve been working towards Love Aesthetics as a brand. My perfectionism has reached new levels in the last months, but I’ve also learned that no matter how long I work on something it will never be finished, although we’re pretty close now.
/ February 01 2016 is marked on our calendar to finally activate that ‘shop’ link on the right of the homepage