MIUSE: ISSUE 1
Miuse Magazine offers an unconventional voice in the fashion industry. Each issue of this biannual publication caters to audiences whose interests exceed the traditional fashion system, shedding light on sustainability initiatives and inspires conscious audiences to make ethical choices – and to redefine what luxury fashion is. Miuse Magazine represents a balance between luxury and pre-owned fashion and aims to redefine this for the contemporary woman. We cater to audiences who value curated content, strive for progression and embrace change. Fashion is a means of visual communication in which pieces are used to convey a message and Miuse looks to re-interpret and communicate the invaluable material history on luxury fashion.
Miuse Magazine offers an unconventional voice in the fashion industry. Each issue of this biannual publication caters to audiences whose interests exceed the traditional fashion system, shedding light on sustainability initiatives and inspires conscious audiences to make ethical choices – and to redefine what luxury fashion is.
Miuse Magazine represents a balance between luxury and pre-owned fashion and aims to redefine this for the contemporary woman. We cater to audiences who value curated content, strive for progression and embrace change. Fashion is a means of visual communication in which pieces are used to convey a message and Miuse looks to re-interpret and communicate the invaluable material history on luxury fashion.
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Interviewed by Erika Hanson
Page 48
ERIKA: WHAT IS YOUR FAVOURITE PART ABOUT
BEING THE DESIGNER OF YOUR OWN LABEL?
AYLIN: What I appreciate the most is the fact
that everything is created 100% in-house. This is
sometimes very time-consuming and small-scale but
this start-up feeling is simply an incredible incentive
and a great motivation to push the label further. In
the future, there will certainly be changes, but at the
moment we all enjoy what we do.
ERIKA: BY AYLIN KOENIG HAS A LARGE AND LOYAL
FOLLOWING ON INSTAGRAM. AS SOMEONE LIKE YOU
WHO HAS MASTERED SOCIAL MEDIA, WHAT ROLE
DO YOU THINK SOCIAL MEDIA PLAYS IN FASHION
BRANDS, LIKE YOURS, TODAY?
AYLIN: I think social media can make a big
contribution to the development of fashion brands.
There’s a direct exchange with the community, direct
feedback on products can be obtained. Furthermore,
brands have little wastage and likewise organic
growth potential. Today, a single post or tweet from
a famous person can be enough to create global
awareness for a brand. Social media isn’t a selfrunner
and competition is fierce but with authentic
and continuous content, social media is an important
tool for growth and awareness.
ERIKA: YOU RECENTLY RELEASED YOUR SS20
COLLECTION AND RELAUNCHED YOUR WEBSITE.
WHAT WAS YOUR INSPIRATION BETWEEN THE
LATEST COLLECTION?
AYLIN: The SS20 collection is a mix between strong
silhouettes, serenity and playful details without losing
its everyday wearability. The collection consists of 17
styles coming in a minimal colour palette from a natural
range: offwhite, sand, green, taupe, black and baby
blue. Pieces like cropped tops with overlong bell sleeves
made of the softest silk paired with high waisted linen
palazzo pants will get you through summer in style.
ERIKA: WHAT DOES THE FUTURE HOLD FOR BY
AYLIN KOENIG?
Images: Courtesy of Aylin Koenig
AYLIN: We have already launched the AW20/21
collection. The aim of the label is to develop new
and high-quality collections. Currently, we sell the
goods exclusively through our own online shop,
we manage the marketing completely on our own.
There are already concrete discussions to expand the
distribution channels and to open up new business
branches. We have many international customers and
a daily growing IG-Account (@by_aylinkoenig), so we
are looking forward to the future without making hasty
decisions. True to the motto: Made for you with love!
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