What drove you to start ideservecouture and how did you decide upon this tongue-in-cheek format?
What drove me to start ideservecouture is a need to talk about fashion. I got furloughed from my previous job in a hotel during COVID-19 and came home and did not know what to do. I spoke to my partner who was really the wind beneath my wings and told me to go for it and talk about fashion. With time, the content developed itself from reviewing shows and talking about news to fashion memes which really helped my account grow. There was a whole industry that wanted to joke about something and not take stuff too seriously, and I think that’s what was my recipe for success.
Would you consider yourself a fashion critic?
I don’t consider myself to be a fashion critic. I consider myself to be a fashion commentator. I take into consideration what is going on right now and combine it with fashion history and form an opinion, just like a critic, but I think that I wrap it up in a cloth of pop culture and humour so it's easier for people to absorb. A lot of people are labelling me as a fashion critic and that is something that I cannot change or effect.
What was your favourite fashion show that you attended and why?
There were a lot of them. My first show ever was Valentino couture in Venice right after the pandemic and that one will stay in my memory forever. But one of the standouts definitely was Mugler for Spring 2024 because of the wind effect - that was one of the rare shows that when it ended, I felt as though I had witnessed history.
Has there been a particular fashion moment that has stood out to you and reaffirmed your love for the industry?
When I see a good fashion show and something that impresses me, I’ll fall in love with fashion again. I think that is the beauty of this industry. You will get to see the most remarkable pieces on earth that will solidify your passion towards the craft. It can be a runway piece or set design or music; fashion is a lot more than just clothes.
What is your opinion on collections designed or aided by AI?
With time, fashion does have to develop and take a next step. Currently we are in the era of AI and this is something that we have to learn how to live with. With all that being said, what I love about fashion is the human touch. AI for me will never match human creativity. If you tell me that the collection is created with AI, that takes the most important element out of it – creativity. Some of the most remarkable fashion shows have been inspired by feelings, from the feeling of being in love to trauma or depression. That is something that AI can never mimic.
With collections becoming increasingly driven by Gen Z, social media trends and the desire to go viral, do you feel as though the essence of the Houses are being lost?
I think you can still go viral and keep the essence of the House. You do have brands that are blatantly just targeting virality, but that does not necessarily mean that it’s going to transfer to sales. You can have hundreds of viral videos but if it doesn’t transfer to sales, you’re getting the shorter end of the stick. I would rather have a product that does not go viral, but is purchased left and right. Virality is not the ultimate goal in my opinion, but creating a brand that owns a feeling or a lifestyle is.
Who are your favourite emerging designers?
There are many of them. I do think the future of fashion is in very good hands because we’re witnessing these emerging designers showcase something new and fresh. Currently, I love many new designers, but I have to mention Diotima and Hodakova as some of my favourite.
What are three trends you are incorporating into your wardrobe this season, and three trends you hope disappear forever?
It is probably an answer that you don’t want to hear, but I find most of the trends extremely ridiculous. It feels as though there is a new trend every week. Now, there are trends that are definitely happening and it is evident in real life, but social media is taking these trends to an extreme. If you insist on an answer, a few trends that immediately come to mind are accessorising your bags and the cherry-red colour. As far as the trends I don’t want to see anymore... this depends how much time you have because I can give you a whole list!
What do you think about fashion being a male-dominated industry - for example, with many of the prominent Houses having male creative directors - despite females being the primary audience for the collections?
It is very sad because fashion as an industry caters mostly to women and this seems to be more of an issue now than ever before. A lot of these big placements are going to men, but I have to play devil's advocate and say that there are some brands that should always have a female designer. For example, for me, Celine and Chloé are brands that should always have a woman at the helm of the House. Jil Sander, too. I don’t want it to sound like I am discriminating against men, but the essence of an everyday woman in those brands is just a little bit more strong then in some other brands.
Ideservecouture has over 350 thousand followers. Which accounts do you follow for inspiration?
I am more focused on the news in fashion because that can be inspiration. Also, I follow a lot of vintage fashion pages because I love fashion history, journalists and influencers that make me laugh. Everything else is brands and friends.
What was your biggest fashion faux pas?
Trying to squeeze into a Patou trenchcoat that was not even close to my size. I know I am ambitious, but that day I was extra ambitious.
Is there anyone you feel doesn’t deserve couture?
Yes!
This or that
Emily in Paris or Sex and the City?
Sex and the City for good fashion. Emily in Paris for bad fashion.
Paris or Milan?
That’s impossible to answer.
Birkin or Kelly?
I don’t care about either.
Vittoria Ceretti or Linda Evangelista?
I love Vittoria but no one can compare to Linda.
Dad Sneaker or Crocs?
Simone Rocha Crocs.
Prada or Miu Miu?
Prada.
Overdressed or Underdressed?
Always overdressed.
Instagram or TikTok?
Instagram.
Hermès Oran Sandal or Gucci Marmont Belt?
Gucci belt.
