Ahh… eco glamour…! Coco Chanel said the famous phrase: Dress shabbily and they remember the dress; dress impeccably and they remember the woman. Well imagine if, in addition to elegance, that woman has a pure, natural, honest and unique essence.
That’s the SomySo woman, a sustainable fashion brand created in 2010 by designer Soma Jud to place eco glamour in the forefront.
Soma Jud studied fashion design in Zurich and completed her training in London at the Central Saint Martins, fulfilling her great dream.
Her goal has always been the same: designing tasteful clothes with a sexy and glamorous character, with which women of any age can feel comfortable. Her creations are made by hand with carefully chosen fabrics form Italy, Austria and Switzerland.
In my second semester, while I was doing a design internship, I saw a movie about cotton production that made me change my mindset and I decided to create an eco-friendly fashion brand.
The brand is produced in Switzerland in a small family-like team, headed by Soma Jud. There she passionately creates detailed and colorful sketches. True to her style, she uses a thematic work method, which often results in asymmetrical designs.
This designer lets her dreams flow into each of her creations and pays close attention to her customers’ dreams, always taking care of the production process and the ideals behind the brand.
We delve into her closet and there we find clothes from her own brand and others from Stella McCartney, known for her involvement in ethical and ecological fashion. To me, Stella McCartney is a great female designer – she says.
Then we go into her personal library, where she talks about the book Eco Fashion, by Sass Brown: it opens your eyes onto sustainable fashion and design, which doesn’t have to be gray or boring.
In the kitchen, she confesses: the motto for my diet is from the region for the region. The following questions always are in my head: Where does it come from? How and out of what was it produced?
Fast Fashion followers think that buying cheaper is better… The important thing is to buy or eat less, choosing better and always respecting our environment.
And it’s true, we need to buy consciously. For Soma this is very important. Instead of buying lots of things, we should choose one. (…) We should get to know the whole story behind that product, from the materials it’s made of to how it was produced. I’ve noticed that many people are changing the way in which they purchase, now they look at the article differently, they read the label and take the time to feel the item in their hands. That’s very important. In fact, in Luxiders, we believe that that’s the beginning of an eco-conscious purchase.
We love our environment and our body. We need to look after what we love. And we don’t need to change our entire collection. Going step by step is better than doing nothing – she advises. We completely agree, Soma!
Soma Jud pours her heart into everything she does, but sometimes it isn’t easy. In the beginning it was very expensive and difficult. It was difficult finding suppliers who’d agree to supply fabrics in such small quantities. Once I found the fabrics, it was difficult to repeat those orders. Step by step, we found good partners with whom we collaborate in most seasons.
We want our collections to appeal to young people as well. Eco or sustainable isn’t always gray. There are also fun, colorful clothes with unique and very attractive details.
SomySo’s current collection stands out due to its urban and challenging style. The natural materials and minimalist design brings a very feminine and definitely sustainable touch.
Finally, we ask Soma to summarize SomySo’s objective for this year in a tweet: This week we present our second Eco-Glamour business line in Berlin. We’re working on an extension of our sales channels and we’re also looking for a good partner who will allow us to produce away from home. It seems like a great plan. Good luck in your search, Soma!