We believe in creating fashion that is not only beautiful but also responsible
Limerick by Abirr n’ Nanki embodies a unique aesthetic, blending artisanal techniques with digital design to create timeless pieces for the modern woman. Under the creative direction of Abirr and Nanki, the brand masterfully fuses meticulous tailoring with exquisite design, celebrating the dynamism of prints and intricate hand-embroideries. In an interview with Fibre2Fashion, Co-founders Abirr and Nanki discuss inspiration, fabric, patterns, textures, techniques and the essence of their brand.
How important is it for fashion brands to have a strong online presence and engage with their audience through digital platforms?
A strong online presence is essential for modern fashion brands. Digital platforms enable brands to reach a global audience, engage with customers in real-time, and build a loyal community. Social media, e-commerce, and digital marketing are crucial for brand visibility, customer engagement, and driving sales in today’s digital age.
With increasing awareness of sustainability, how do you think fashion brands can adopt more eco-friendly practices without compromising on creativity or profitability?
Fashion brands can adopt eco-friendly practices by investing in sustainable materials, ethical production processes, and innovative technologies. By educating consumers about the value of sustainable fashion and offering high-quality, unique designs, brands can maintain profitability. Transparency and authenticity in these efforts are crucial to gaining consumer trust and loyalty.
With the rise of fast fashion and changing consumer behaviours, how do you think luxury and niche brands can maintain their relevance and appeal?
Luxury and niche brands can maintain relevance by emphasising quality, exclusivity, and unique storytelling. They should focus on creating timeless, high-quality pieces that offer long-term value. Additionally, leveraging digital platforms to create engaging, personalised experiences and fostering a sense of community around their brand will help maintain their appeal amidst changing consumer behaviours.
What role do you believe technology will play in the future of fashion design and production?
Technology will play a pivotal role in streamlining production, reducing waste, and enhancing design capabilities. Innovations such as 3D printing, AI-driven design, and virtual try-ons will revolutionise how fashion is created and consumed. These technologies will enable more efficient, sustainable, and personalised fashion experiences.
What inspired you two to start Limerick, and how has the brand evolved since its inception?
Limerick was inspired by a passion for creating high-quality, stylish resort and swimwear that merges traditional craftsmanship with modern aesthetics. We began with a focus on hand-embroidery and intricate detailing, aiming to offer unique, luxurious pieces. Over the years, we have expanded our collections to include digital prints, eco-friendly fabrics, and have incorporated a more diverse range of styles to meet the evolving tastes of our clientele. Our journey has been about staying true to our roots while embracing innovation and sustainability.
How do you ensure that each piece remains timeless while still resonating with modern sensibilities?
We focus on classic silhouettes and versatile designs that transcend seasons. By blending traditional hand-embroidery with contemporary cuts and digital prints, we create pieces that are both timeless and modern. We draw inspiration from nature, art, architecture and global cultures to ensure our designs have a universal appeal that stays relevant.
Can you describe your design process from concept to final creation?
Our design process begins with extensive research and mood boards that reflect the season’s inspiration. We sketch initial concepts, select fabrics, and develop prints. After refining the designs, we create prototypes and conduct fittings to perfect each piece. Throughout this process, we balance traditional craftsmanship with modern techniques to ensure high quality and originality.
How do you balance hand-embroidery with digital prints in your collections?
We strategically combine digital prints with trendy cuts and silhouettes to highlight the strengths of both. Exaggerating with intricate embroidery or detailing adds a personal touch and luxe appeal, while digital prints allow for bold, vibrant patterns that are not feasible with manual methods. This blend ensures each collection is rich in texture and visual appeal.
What are some of the fabrics and materials you prefer to use in your designs?
We use fabrics like textured satin, crepe, chiffon and organza. Each fabric chosen serves as a canvas, offering its own unique texture and character to the interpretation of the timeless frescoes. Much like the nuanced brushstrokes of an artist, the choice of fabric adds depth and dimension to the storytelling of the artworks translated into fashion. By juxtaposing sheer and solid fabrics, the collection not only amplifies the visual impact but also underscores the multifaceted nature of the artistic inspiration behind it.
How do you select the patterns and textures that appear in your collections?
Our pattern selection is driven by our seasonal themes and inspirations. We experiment with different textures and patterns during the design phase, often drawing from nature, art, architecture and cultural motifs. We also consider feedback from our clientele and trends within the fashion industry, ensuring a balance of innovation and wearability.
What challenges do you face in integrating traditional and digital techniques?
One of the primary challenges is maintaining the quality and authenticity of traditional techniques while scaling up production with digital methods. Balancing the labour-intensive craftsmanship with faster digital printing requires meticulous planning and quality control to ensure consistency across our collections.
What role does sustainability play in your design and production processes?
Sustainability is at the core of our brand ethos. We prioritise eco-friendly materials, ethical production practices, and reducing waste. This includes using organic and recycled fabrics, implementing water-efficient dyeing processes, and ensuring fair labour practices. We believe in creating fashion that is not only beautiful but also responsible.
How do you stay inspired and continually innovate in your designs?
We stay inspired by continuously exploring new sources of creativity, including travel, nature, and inspiring from world renowned artists/art forms. We also keep abreast of industry trends and technological advancements. Innovation is driven by our commitment to pushing the boundaries of design and experimenting with new techniques and materials.
What innovations or directions do you see Limerick heading towards in the future?
In the future, we envision Limerick embracing more advanced sustainable practices, such as zero-waste production and biodegradable materials. We also plan to integrate more wearable technology into our designs, offering functional yet fashionable pieces. Our goal is to stay at the forefront of the fashion industry by continuously evolving and adapting.
Lastly, how do you envision the future of fashion, especially in terms of combining art and technology?
The future of fashion lies in the seamless integration of art and technology. We foresee increased use of digital design tools, AI for personalised shopping experiences, and smart fabrics that enhance comfort and functionality. Fashion will become more interactive and immersive, allowing for greater customisation and sustainability.
Interviewer: Shilpi Panjabi
Published on: 18/06/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
