Intro to.. Reda Paula
Reda Paula is both a name and brand: a sustainable fashion line and Reda Paula herself, a designer deeply connected to Earth by her Lithuanian countryside roots. Using nature as her muse, she has created an exchange with the world to create beautiful clothing while still maintaining the responsibility for taking care of the planet. Reda Paula creates clothing for brave souls and believes "every choice we as a consumer make has an impact on the environment and an impact on our society as a whole." We are thrilled to share her brand and ambition with you through our Reda Paul Collection.
Hello Reda, tell us a little about yourself and how you created Reda Paula!
Hi! I am fashion designer Reda Paula. My story begins as a little girl with dreams to create clothing. Growing up in a small city in Lithuania and being deeply connected to the countryside, there has always been a special bond between myself and the nature. My honour for environment is intrinsically engrained.
Post-Soviet time, I remember my parents saving on everything we had: water, electricity, food. We weren’t all too conscious in other areas- It was common for us to litter the roads with packs of ice cream being thrown through the windows during car rides. Over the years, I could see that behaviour change; I saw the change in mindset develop into a stronger sense of responsible consumption.
The desire to create clothing comes from my family. My grand grandmother was a professional seamstress. My mother and grandmother learn from her some sewing secrets and were able to make something simple for themselves. I was brought up with a strong respect for handicrafts and interest to make clothes by myself.
While studying, I kept myself busy trying to create a future for the fashion industry. Committed to sustainable, ethical practices, I launched my label in 2018, after having finished my MA in Vilnius and my internship in London.
I’ve always believed the future of fashion to be of sustainable nature. With a strong desire to change the way we produce and consume, going all the way back to our relationship with natural environment, I want to design creative garments for brave personalities. Aiming to give meaning to my designs, I use fashion to contribute to a positive change. Because every choice we as a consumer make, has an impact on the environment, and an impact on our society as a whole.
All your pieces are so authentically made- how do you get inspired when designing new pieces?
We aim to minimise fabric waste by challenging the current nature of the fashion industry.
All our fabrics, buttons and trims come from offcuts and dead stock, in order to reduce waste and lower our CO2 emission. We only collect the highest quality fabrics from reputable sewing manufacturers, focusing on organic, natural materials- reimagining the destiny of textile waste through timeless and versatile designs brought to live through repurposed textiles. Committed to using mainly natural fibres, such as linen, silk, wool and viscose, our fabrics are processed with minimal use of chemicals. We believe in a slow, circular economy - with less of an impact for environment, and instead, the earth and all its inhabitants in mind, and as a result, produce in small quantities and reuse materials to create new pieces of patchwork.
When I create designs I am highly inspired by Lithuanian cultural heritage, local production, our natural surroundings and brave active free persons.
For us here at Aequem sustainability is everything. Tell us what sustainability means to you and Reda Paula?
From minimising waste and repurposing materials to made-to-order garments, we put consideration into all aspects of our supply chain. We believe in a slow, circular economy - with less of an impact for environment, and instead, the earth and all its inhabitants in mind, and as a result, produce in small quantities and reuse materials to create new pieces. We pay attention in quality that you want to keep the garment in your wardrobe for years.
We love how elegant every Reda Paula piece is so functional and chic. How did you develop this aesthetic?
It comes from my lifestyle and my desires. Minimalism and naturalism became something very important part of my life. Also I feel brave and free to talk about fashion industry pollution in order to make positive changes. I regularly hold workshops for everyone to get involved and make eco-friendly, recycled accessories from scraps. During those activities, I address and exchange ideas on the issue of waste in fashion and responsible consumption – the best way to spread our sustainable mission and create greater awareness of current issues. So, my intentionality and activism lifestyle brings clean and riot esthetic.
How or where do you like to wear your pieces?
My pieces are somewhere between leisure and luxury. They have classic details and silhouettes with unexpected design decisions like asymmetrical and open back. I dedicate them for self-discipline and free persons. I recommend to wear them somewhere when you like to communicate your trustworthiness and wild nature.
Okay, so now more about you…
What’s the first thing you do when you wake up in the morning?
I always wake up with two alarms. Even before I open my eyes I dream about my breakfast. It is usually chia seed pudding with berries and a cup of black coffee. Breakfast is one of my domestic rituals. At weekdays I do it alone and at the same time check my emails, instagram and make the day plan.
If you could wear only one thing for the rest of your life what would it be? (not including your fave pieces from your label, obviously.)
It would be a simple dress with a full skirt. It creates the perfect fit-and-flare silhouette that moves just so. I would desire it with a perfectly fit color to my face. Wearing a dress for me expresses joy and success. For the rest of my life, I want to work towards my dreams.
If you were a celebrity, who would you be?
Emilija Pliateryte – Lithianian Jeanne d'Arc.
Out of your current collection, which is your favourite piece and why?
Raw linen jumpsuit Jacinta with loose and comfy silhouette. The jumpsuit is the solution to our lazy-day problems. This staple embodies the ultimate combination of comfort, style and smart dressing. You can wear it with sandals or a sneakers for those casual summer days with an unbuttoned neckline and a pair of heels with a blazer for evenings. Jumpsuits are great alternatives for a dress.
It has been great getting to know more about you and your work, if you could give one piece of advice to our readers to take away with them, what would it be?
Don’t try to copy others. Be authentic, be different. Then you will attract positive energy and good luck.