INTERVIEW #14 SHATILLA HOLM
It’s not often I hear that someone has figured out their style long time ago. That they are confident on what they like to wear and what feels good on them. If it’s something a sustainable closet require, it’s a conscious user who knows their style. Shatilla has been observing the fashion industry closely, for example as the Head of Sales at Aller Media (where Swedish ELLE belong) and through out her 20 years of working within marketing, sales and PR. She gives a confident and positive impression, now running her own business as a consultant. In her job, she knows that sustainability is a must for future successful businesses. Hearing her telling me about her closet investments and long-term thinking makes me long to visit it! Classic and timeless.
“My closet is classic, since I have many items that have been with me for 10-15 years.”
What’s your relationship with clothes?
My relationship is that I love clothes! Clothes is a way for me to express myself. It has been like that since I was a child. I have always spent a lot of time on dressing depending on the activity, who to meet and so on. Clothes are something that makes me joyful. I think it’s fun. I know what to wear tomorrow before I go to bed today! Clothes is a natural part of my life. To summaries, it’s inspiring and fun.
How would you describe your style?
My style is changeable, but I’m confident in what I wear and what suits me. I always do my shopping alone. I often know what I want and need. I don’t think I belong to any kind of group regarding style. I really dress depending on how I feel and the occasion. It can be all black or very colourful. But I’m a jeans-girl! I love to wear jeans. I actually found my style a very long time ago.
How would you describe your closet?
“I believe consumers wants to know more about what they are consuming. The background of the clothes, the process and to know that all the people in the supply-chain are feeling good and well at work.”
My closet is classical since I have many items that has been with me for 10-15 years. There’s a lot of white, marine blue and black in it, with a few items that are red and pink. I don’t throw away jeans, leather or fake-fur. Those are trends that comes in cycles. I’m a cold person so I have invested in wool and cashmere materials, to keep me warm. There’s also plenty of white shirts! It’s very structured and I have a dressing-room well organised and the size of my closet is like a room so I know exactly what I have. My closet is also in use the whole year, I don’t differentiate that much between summer and winter-clothes. Since I’m a very cold person I need my warm sweaters during Swedish summers too. Even though my closet is a dressing-room big, I often go through it my closetand donate to charity and friendswhat I don’t use or I sell it second handed.
What is a sustainable closet for you?
It is to think before you act, to choose brands wisely and of good quality. It is to ask yourself; is this a necessary purchase or not? It’s about finding your style and invest in materials and items then stay with thatfor several years. I’m not very faithful when it comes to brands. It’s more about the feeling and designers behind the brand, the design and findingiconic items so on. It’s about supporting brands you think has good values. Find a style that you don’t get tired of and that you can wear every season.
What do you think about the fashion industry?
The fashion industry has a big responsibility to keep developing change so we have a sustainable planet. The whole fast fashion hysteria.. we will continue to consume but how can we do that in a more sustainable way? Digitalisation, the whole fashion industry needs to think about the consumer experience if retail is going to survive. If I’m becoming digital in all my choices, the fashion industry needs to become digital too. It doesn’t have to be advanced or special. Humans has a need to meet, feel, touch and get help from experts. The industry needs to change their offers based on our digital habits.
I believe consumers wants to know more about what they are consuming. The background of the clothes, the process and to know that all the people in the supply-chain are feeling good and well at work.
What do you believe needs to change?
“Be bold and try new things. I believe that’s necessary for change. ”
Transparency! More transparency. But also simplifying production and be clear about how it works. Consumers needs a better understanding of what they are supporting and I believe those consumers will stay loyal. Today, too few companies are being transparent. I think a lot of companies are facing the same challenges, to be bold and dare to fail will reduce the prestige. To be more open about the challenges and be honest to the costumers will make the costumers more happy. They want to be included and they want it to be relevant, nothing has to be perfect. It’s better to be un-perfect and open.
Be bold and try new things. I believe that’s necessary for change.
What can one do that seeks to create a more sustainable closet?
· Think long-term!
· Identify your style!
· Go through your closet and make an analyse of what you have, what you need, what you use the most and so on. Sort it out, donate or give away what you don’t need. Do that regularly.