Interview with Jelizaveta Hagleitner- The founder behind Right Direction
Her signature aesthetic and keen eye for detail combines progressive and handmade techniques, resulting in collections which feature timeless pieces. In this interview Jelizaveta reveals her success secrets and how she started her own luxury fashion brand. Time for a one on one with the CEO behind Right Direction.
L'Officiel: What made you start this label? At what point did the idea of creating a brand come up?
Jelizaveta Hagleitner: "My background as product manager with responsibility for large supply chains in the textile industry gave me the opportunity to observe the fashion world from the inside. Soon I felt an urge to use my knowledge to create my own brand with the values which matter to me: ethical production processes, highest quality while being sustainable. This is how Right Direction was born".
L'Officiel: What does Right Direction represent to you? What is the philosophy behind the brand?
Jelizaveta Hagleitner: "Right Direction incorporates a futuristic vision while honouring traditional craftsmanship. We are part of the shift in the fashion world towards more sustainable and environmentally conscious solutions — by producing small quantities in Europe and by working with the latest technology available. we believe in the revolutionary possibilities the digitalisation of the fashion world. The Right Direction customer enjoys high-end ready-to-wear pieces which stand out through their timeless designs and unique digital opportunities".
L'Officiel: We really like your sense of aesthetic, what is your “hallmark” for the brand as a designer?
Jelizaveta Hagleitner: "Classic silhouettes with a twist. Clear lines, minimalistic patterns and timeless cuts. We stay true to the minimalist statement „less is more“ and let the quality of the fabrics and the classic cuts speak for themselves. Our range consists of a permanent collection, Aesthetic 1.1, limited editions made from surplus fabrics and upcycled materials as well as capsule collections. Additionally, our phygital pieces manifest the experimental, futuristic aspect of our vision which includes our clients creativity".
L'Officiel: Describe your brand in two sentences
Jelizaveta Hagleitner: "Right Direction stands for high quality fashion with low environmental impact. Limited editions and unlimited phygital opportunities".
L'Officiel: How do you find inspiration? Who are the fashion designers that inspire you?
Jelizaveta Hagleitner: "Inspiration comes from a variety of impressions — art, nature, people with compelling life stories. I admire Jil Sanders’ timeless elegance, the creative approach to classic silhouettes of by Sacai and the incredible, deconstructive work of Yohji Yamamoto. Ultimately, we always have our female identified customer in mind during the designprocess: independent, creative, strong, confident, sensitive, and versatile".
L'Officiel: Tell us more about digital 3D unique outfits “phygital”
Jelizaveta Hagleitner: "The influence and impact of phygital has changed the way fashion is designed, produced, marketed and consumed — with technology and innovation continuing to gain importance. Virtual try-ons, online fashion shows, augmented reality shopping and smart clothing are just some of the areas where we see phygital technology become more and more eminent. Our customers can enjoy the fusion of phygital and physical fashion — for their online and their offline life".
L'Officiel: If you had to choose among your garments the one that most represents you and that could become an “iconic” product, which one would you choose?
Jelizaveta Hagleitner: "The upcycled Trenchcoat made from surplus fabric — of course both, the phygital and the physical version!".
L'Officiel: What are your plans for the future? Where do you see your brand in 5 years?
Jelizaveta Hagleitner: "We are building a platform for phygital fashion and lifestyle — aiming to collaborate with similar brands. We will expand our product range, with a focus on the phygital market and ultimately, we want to provide our skills and knowledge to help other brands to evolve in the digital fashion world".
