Datura

We are delighted to welcome at Netrobe for an exclusive interview Stefania Borras, the creative mind behind the sophisticated clothing brand Datura. The brand redefines the boundaries of our personal choices  when it comes to natural style. ‘Effortless for afar, elegant up close’ describes it all! The products are only available online and we are certain that  you will get fascinated…read on!

Datura and Netrobe invite you to a new Instagram competition. Explore the connection between nature and the cities, hashtag your photos with #NetrobeWearsDatura and win a Datura cotton kimono!

Screen Shot 2014-02-04 at 12.24.06 PM

NR: Datura is a toxic poisonous and according to the Indian culture an aphrodisiac plant found in warm climates. Metaphorically, it carries some characteristics from the Fashion World and also sounds so close to the word ‘Nature’. What the name implies?

Datura was a name I heard some years ago when I was buying a scent. I liked the story behind it and the sound of it, it gave me a sense of something mysterious and unknown and the scent was elegant and rare at the same time. This experience and the fact that it was a short and easy six letter name to remember was the reason behind choosing it for our women’s online-only company. It´s mysterious, natural and elegant.
NR: The line provokes a substantial connection between the nature and the modern world. What underlies your inspiration?
 
I always find inspiration in nature. Nature is safe and dangerous at the same time. It´s where we all come from.  Nature is the place where we can find all the answers to our needs and questions. Nature is a pure state of beauty with it´s miracles and with it´s mistakes. I like to think that my clothes bring natural elements to cities where nature is harder to find and to learn from.

AM

NR: Quality craftsmanship in affordable pricing. How did you achieve such a combination?

We always use high-quality natural materials. That’s what I enjoy the most, selecting good fabrics that will  feel like a second skin. The design, fit and manufacturing are also important to us, these elements turn out to have a high price tag in the end that is not affordable to all. The so-called fast fashion industry has expanded tremendously in past decades and people have got used to their unreal prices, where clothes are made with low quality fabrics and poor attention to quality. We felt there was a gap between the inaccessible prices of the luxury brands and the low quality of fast fashion. So we found our gap between these two by going online-only and eliminating the middleman. The result is high quality fabrics, controlled manufacturing, design at an affordable price.

Screen Shot 2014-02-04 at 12.26.54 PM

NR: Barcelona, Mallorca and Greece share some lifestyle similarities but New York is completely different. You seem to be able to combine different worlds and eras into your designs. Was that the aim of your latest collection? 

My roots, my childhood and most of my inspirations come from the Mediterranean. I love it in every way,  the lifestyle, the people, the food, the sea …  but I also love New York at the moment for what it offers. The mixture of people, nationalities and cultures found here are unique. Also the energy here is a boost. It´s a good place to launch a brand, and the high level of competition makes it very challenging. 
NR: Describe to us the woman who wears Datura…we imagine she is independent, creative, a bit retro yet sophisticated…
Yes she is an independent woman that normally works in creative areas and likes to look elegant and feminine in an effortless way. She is very active work-wise and socially so she has to look good but also comfortable. She has her own individual style and likes to experiment and feel unique.

AS

NR: What is the relationship between fashion and women, through your perspective?

Fashion is a form of self expression. Women need to express how they feel and how they want to be seen both by men and women. It can be fun, serious, elegant, sexy, sensual – you choose. It’s a choice and an expression of your individual self identity. 

NR: What is your vision for Datura?
I want Datura to be a brand that educates and encourages people to choose quality over quantity. The less is more adage really applies here. I like to think that our pieces are like small jewels and that they can be worn in many different ways and styles. With this I want to encourage  women to have a smaller wardrobe, to be more creative and to experiment with their individual style. 
At the same time I want women to understand what´s behind what they are buying, where the fabric comes from, who made it …

We would love it if our message to reach people in every corner of the world; from a city girl to one that lives in a house in the middle of nowhere; that’s what makes the Internet so great, you can get to everyone.

Screen Shot 2014-02-04 at 12.32.42 PM

NR: What is your vision for Datura?

I want Datura to be a brand that educates and encourages people to choose quality over quantity. The less is more adage really applies here. I like to think that our pieces are like small jewels and that they can be worn in many different ways and styles. With this I want to encourage  women to have a smaller wardrobe, to be more creative and to experiment with their individual style. At the same time I want women to understand what´s behind what they are buying, where the fabric comes from, who made it …

We would love it if our message to reach people in every corner of the world; from a city girl to one that lives in a house in the middle of nowhere; that’s what makes the Internet so great, you can get to everyone.

BJ

NR: Do you have any style icons or people whose style inspire you?

I always find something inspiring in every women I meet. Those little things that make a women unique are what inspire me.  I don´t have a specific icon. Bardot, Vanessa Paradis, Helena Rubenstein are all icons I love for their elegance and effortless style and beauty but they can be found in many women. 

Screen Shot 2014-02-04 at 12.37.11 PM

NR: Which are the staple pieces for a woman’s wardrobe?

Any piece that makes you feel good is a staple item, it can be a men´s white shirt, a pair of jeans…. In my case I need an elegant black dress, a silk jumpsuit with an open back, boyfriend trousers, a silk kimono and a good pair of shoes.

BH

NR: What do you like most about Netrobe? 

I love the idea of a virtual wardrobe where you can combine different looks with your own clothes. Sometimes we narrow down by wearing clothes always in the same way and it´s great that you can combine and make different looks and also share them with your friends. Also getting ideas from others is always  inspiring. The net is a great way to find clothes, accessories and new brands that are out there.

 

Photo Credits: Datura

No comments

«Home