Designer Interview: ELUROOM
At Eluroom, their mission is to bring joy through their clothes and mindset tips. They believe your mood and mindset are interwoven with how you dress. To sustain our planet, they are committed to responsible sourcing and production, focusing on creating quality dresses that become wardrobe favourites.
When and where did you first begin?
I have worked in fashion all my life. I left my role as buying director for a change in life and direction. With this experience I have gained a wealth of knowledge on how you dress your mood and mindset are interwoven. Forming the foundation for the brand Eluroom, which mean’s joy of life in Estonian. I love inspiring women to radiate joy through effortless style and mindset. I launched the first collection in June 2021.
I have created a collection of dresses which are designed and made in London using materials which are sustainably sourced, using recycled materials, upcycled and deadstock. Based on classic silhouettes they are destined to be wardrobe staples as your will return to them time and time again as they are so easy to wear and style. Seeing you through from desk to dinner - ready for anything. I predominantly sell online and have in pop ups around London and NYC.
Where does your design inspiration come from?
It all starts with the fabric. Materials which drape beautifully to caress the skin. Prints and colours which catch my eye and boost my mood. The sari dresses are a wonderful example of this. I have always loved them and wanted to create an easy piece you can throw on and feel amazing. I wear mine whenever I want to cheer myself up. The designs are inspired from classics silhouettes. Effortlessly elegant shape which are easy to style in a multitude of ways. The current collection has influences from the 70’s think studio 54 with a modern twist.
Describe your brand in 3 words.
Effortless, Joyous, Timeless.
What is the most difficult aspect of running your own label?
It can be lonely. I am used to and enjoy working with a team, brainstorming and asking/ sharing in opinions. Sometimes I have asked the dog :)
Which part of the creative process do you enjoy most, and least?
I love the creative process involved in making a collection, finding the fabrics seeing my ideas materialize into beautiful pieces. The details which surprise and delight people when they try things on. It’s what makes me tick.
The parts I don’t enjoy don’t have anything to do with the creation of the collection. When it comes to things like auditing & accounting well that’s a whole different story.
Describe your brand in 3 words.
Effortless, Joyous, Timeless.
Do you have a mentor?
People who have inspired me are Deborah Harry for breaking into the music scene and paving the way for female artists, Serena Williams for her determination and drive, Banks’s for continuing to be a disruptive creative.
How long did your latest collection take to create?
It can take a while for an idea to fully come to mind, once it’s there the process is relatively quick. The factories I use are all local to where I live so I can drop fabric and patterns off and the sample will be ready in a couple of days. I use deadstock end of line fabric which predominantly comes from Italy. It’s the benefit of being a small business things happen quickly.
What are your future plans?
To be able to work anywhere in the world and have a team of like minded people to share in the journey of the brand.
Which pieces do you think everyone should have in their wardrobe?
An Eluroom dress of course. A shirt dress is a wardrobe essential which you can from desk to dinner wear 52 weeks of the year. Eluroom has a few versions of a shirt dress, something for everyone.
What attracted you to The Clothing Lounge?
A friend told me about Clothing Lounge and I liked the curation they offered and thought it would be a good fit for Eluroom.
Other Posts
