Young designer and finalist of the Student Award for the Twyg Sustainable Fashion Awards 2021, Chloé Johnson, is bringing classic 70’s fashion into the modern age with her clothing brand, Longevity.
“I want to make a positive impact on the fashion industry,” Chloé says. As a young designer, Chloé is curious and eager to contribute to the sustainable fashion movement by using waste as her primary textile.
We caught up with Chloé to find out more.
Could you tell us a bit about yourself?
I am 21 years old, born and raised in Cape Town. I attended Waldorf during my preparatory years, which really encouraged my creativity. I have always had a love for fashion and have been dressing up and playing with different pieces of clothing from a young age.
I have also always had an interest in business. I started selling secondhand clothes online, in 2016, to make money while I was studying. So, I think design felt like a natural choice for me.
Where and what are you currently studying?
I recently completed my three-year diploma in Fashion Design at the Cape Town College of Fashion Design, last year. Now that I have finished my studies, I hope to continue my work with sustainable fashion through my business, YBMV-Collective.
What led you to study fashion?
My love for fashion began at a young age. As I grew older and started considering it as a possible career option, I wanted to get professional training to be able to perfect the skill of design as much as I could.
Who or what inspires your work?
The idea of being able to create clothing that not only looks great, but that is also kind to the Earth, is the driving inspiration behind my work. I am also inspired by different historical periods.
If you could collaborate with another designer, who would it be and why?
My dream collaboration would be with Anna Sui. Her work has been a big inspiration for my designs. I think her edgy, grunge style mixed with my vintage-inspired aesthetic – within the sustainable fashion landscape – would make a great combo!
Your brand follows a 70s aesthetic, what drew you to this era of fashion?
I really love the floral patterns and flared, flowy silhouettes of the era. I’m generally drawn to fashion aesthetics and trends from the latter half of the twentieth century, so it was difficult to decide on one theme. But, the 70s stood out to me and I knew it would be the centre of my collection.
Could you tell us about your latest collection?
My latest, and currently only, collection features a range of eccentric floral pieces that blends iconic 70’s aesthetics with contemporary trends. I took inspiration from fashion in the 70s mixed with a modern eye. Sustainability and circularity were central to this collection too.
What is the process behind designing a new collection/piece?
I start with lots of brainstorming and researching. Either it’s a decade, as is the case with this collection, or some other piece of inspiration that I focus on. Then, I go through several designs until I settle on the few that I’m happy with. Once that is done, it’s pattern time, and then off to the sewing room to – finally – finish off the piece.
How does using waste affect or pose a challenge to your work?
I think the main challenge when using waste is to find the correct fabric I need. I don’t have that much to choose from, compared to if I were to go to a fabric store where there’s loads of variety. I have to make do with whatever I can find. It definitely poses a challenge, but it also makes it exciting to be able to make it fit the theme and makes each piece unique.
What plans do you have for the future of YBMV-Collective?
I want to continue making new items from waste fabrics as well as up-cycling deadstock or using thrifted pieces. I don’t think I will create entire collections as I feel this can often be wasteful. Instead, I want to keep the brand bespoke by making once-off pieces, custom designs, or up-cycle what already exists.
