INTERVIEW: Slow fashion + business wear with Lea Detchema

Lea Detchema is a limited collection of modern, feminine, eco-friendly and comfortable women’s workwear, including accessories (brooches and belts) to mix and match for afterworks. Manufactured in Paris with high quality fabrics, Lea Detchema symbolizes slow fashion: quality, timeless design and durability beca use a comfortable and well-cut garment will always have style. Lea Detchema was created to provide clothes that empower women in business. Feel confident, powerful and refined by wearing premium business wear that highlights not only your business savvy but also your femininity. The brand supports your ambitions and goals while still offering comfort. Express yourself through your personal style both in and out of the office with our high-quality, chic designs.

With island roots, Sicilian father, Madeiran mother, born in the French part of Switzerland, I grew up in an environment bathed in culture and art. My parents took me to visit museums when I was a child and I developed a taste for beauty at a very young age. When I was 8 years old, my first creation was born, small bracelets that I sold to my classmates. From this first experience, I kept the sense of creation and the desire to one day design a complete collection to dress and beautify women. My school and student career, naturally led me to management positions within large multinational companies. My creative mind was a bit on standby, but I was still doing photography, modeling, and drawing clothes in my free time. When visiting customers and during after works, I realized how badly women’s clothing was adapted to the world of work. Sad clothes, dull colors, uncomfortable fabrics. The women seemed to be doomed to look like men if they wanted to be successful. The idea came to me to use my creative sense to design a collection of women’s ready-to-wear that combines comfort, femininity and color – that is so little present in the business world – so that beauty and class become strengths for women who struggle in the so competitive world of work.

EXCLUSIVE INTERVIEW WITH LEA DETCHEMA

How did your passion for design start and how did your creative process work?

My passion for design started by drawing and modifying the outfits of the models that were in the magazines purchased by my mother. When I was a kid, around 8 years old, I started to create my own clothes with the help of my grandmother. I wore those garments at school and started to receive orders from my classmates!

How do you think the fashion industry is helping independent designers?

In the industry there are more and more organization helping to promote emerging talents by organizing dedicated fashion shows. However, those shows are quite expensive and beyond those events, we receive little help from the industry. To emerge a creator needs to invest time and money to showcase their models which is not always easy.

Can you tell us a little bit about your references and inspirations for your garments?

Everything is coming from the idea that an elegant outfit is an armor that provides self-confidence and gives you the feeling of being protected from all the aggressions of a competitive business environment. My garments are inspired by women military uniforms from the mid twenty century. At that time, these specific outfits were statutory while still feminine.

Can you describe your client’s personality in a few words?

My products are targeting active women working in an office environment, especially executives or women having important public functions. As a career woman, this educated person attach great importance to her appearance. Appearance is obviously part of her success, and they are looking for exclusive and qualitative products.

What do you think it’s your best-selling garment?

We have currently two best sellers. The first one, called “the fire dress” has a specific design that allows customer to wear both during business hours and during afterworks. This versatile outfit is very much appreciated by women that not only have a busy business life but also a social life.

The second best seller called “the career suit”, those classical jacket and pants are declined in different colors to match the preferences of each customer.

What is the long term goal for you as a designer and what is the main mission?

I would like to become a reference for business women, that they immediately think to my creations when they need an outfit for an important meeting. My mission is to empower women in style.

What are the most interesting social platforms that can help your label?

Based on my observation, I believe that the best platform for my business is Instagram, but obviously as my target is mainly in business, I would like to further develop LinkedIn.

Can you tell us what is the next project?

I would like to develop customer interactions during Pop-up store as such my next project is a pop-up early in May in one of the most prestigious areas of Geneva. My bigger project is to participate to New York fashion show in September this year.