Certain people, brands, or other life cases have emerged OUT OF THE BLUE. When taking a closer look, there’s a long journey that lets them walk the path leading to where they are now. Today: the story of JANINA DÜTTMANN. Cover photo: courtesy of Janina Düttmann
IN CONVERSATION WITH JANINA DÜTTMANN
Janina Düttmann began her fashion career at 25 after completing her Fashion Design Studies. Her journey started with a design internship at See By Chloé Maroquinerie, followed by work in the Atelier of Iris van Herpen. These early experiences were instrumental in shaping her creative process, combining her passions for working with leather and creating innovative art pieces. The unique universes of these brands deeply inspired Janina, and these influences have defined her focus on creating artistic and wearable designs that endure for the next generation.
What was your childhood dream?
“As a child, I was always painting. Every birthday, I’d receive a new book about famous painters like Van Gogh or Picasso. I had my studio in the attic, where I’d spend hours alone. On every trip, I’d being my sketchbook with me. People everywhere knew me as the artist girl—it was just who I was.”
What eventually drew you into the fashion industry?
“Around the age of 12, I developed an interest in fashion. I’d always grab the magazines in doctors’ waiting rooms and cut out images to hang in my room. To me, fashion felt like another level of art—complex and exciting. It was fascinating to explore this new dimension, creating 3D sculptures that adjusted to a moving body. Fashion, like art, can carry emotions and memories and make people feel certain when wearing it. That personal connection to the pieces drew me in.”
Is there anything or anyone who particularly inspires you?
“I’m a dreamer, and I love when people create imaginary worlds you can get lost in. As a child, I would pour over my art books, especially those focused on expressionistic art forms and the “Blaue Reiter” group. They were masters at creating dream worlds and playing with emotions through color. That ability to evoke emotion is something that deeply inspires me.”
What motivated you to start your brand, and what led to it?
“One of the main forces driving me was a vision I had in my mind—a vision I wanted to bring to life. I also wanted to build a team and work together toward that goal gradually. I vividly remember one evening during my time at Iris van Herpen. I was lying in bed when the thought struck me: what if I just started my own thing? I remember feeling incredibly awake and energized. That night, I told my friends and family. Once I had made the decision, I knew I would do it.”
Were you ever afraid of failing or hesitant to spread the word?
“No, I wasn’t afraid. Once I had decided, I was committed. I shared my plan with my friends and family that very night. I knew that whatever happened, I would follow through.”
Have you always seen yourself as a fashion designer?
“I’ve always thought of myself as an artist and a creator. My approach is to visualize ideas and dive straight into making them happen. I embrace trial and error and trust the process. Even though I have a business degree and have learned various techniques for managing my time, I’m not a particularly structured person. I’m driven purely by passion.”
How would you describe your aesthetic?
“My work is defined by artistic elegance and extravagance. Elegance is key in everything I do, but the challenge lies in creating something novel that partially defies traditional norms of elegance while still embodying it. Each piece I create is visually striking and powerful in how it feels when worn.”
What are your primary sources of inspiration?
“I often draw inspiration from sources outside of fashion. My designs usually explore specific shapes or materials, so I’m deeply inspired by nature and architecture. I also deeply appreciate traditional cultural heritages and the craftsmanship honed over generations. Creating art from natural elements by hand resonates with me.”
Could you walk us through your creative process?
“I’m a visionary, and my direction comes intuitively and naturally. Often, I have the initial idea for a direction before I even begin. Once I start, I usually know the colors I want to work with and the overall volume of the pieces. This vision is often inspired by something that resonates with me, whether it’s something I’ve seen or photographed. I take many pictures during my travels—everything from a peculiar leaf on the street to a hole in a wall.”
“I create mood boards sorted by shapes, materials, and techniques. I review all my photographs and group them accordingly. I also research Pinterest, museum pages, books, and Instagram. Adding keywords and narrowing the mood board to a top-five image code board is crucial. Then comes my favorite part: sketching. This phase brings me the most joy and a sense of calm as I bring my vision to life. If I run out of ideas, I create collages from the mood boards and sketch again. The next step is to drape my favorite sketches on a mannequin. The actual proportions might change, or unrealistic drawings might be eliminated from the selection. During this process, I often know which piece I like the most and want to create. The decision is based on the “beauty of the piece” and its “level of interest and complexity.” I aim to develop deep designs and push fashion and art forward. Finally, I move on to the prototype phase, using paper, leather, or other materials.”
What insight or advice has been most influential in shaping your career?
“My mother always told me to “just do it.” You figure out the direction as you go along, and what works best becomes clear in time. No business knows exactly how the next five years will unfold. Setbacks are completely normal and part of the game. That advice has been instrumental in getting me to where I am today.”
