In the world of fashion, where individuality and expression reign supreme, RIINA LAANETU stands out as a beacon of female empowerment and contemporary elegance. 

Founded by a tailor with a vision to transcend the boundaries of conventional attire, RIINA LAANETU is more than just a brand; it’s a manifesto of personal evolution and bold self-expression. 

Rooted in the rich tapestry of Estonian sartorial craftsmanship and inspired by the unparalleled allure of Italian design, each piece from RIINA LAANETU is a harmonious blend of glamour, versatility, and instinctive style. From the meticulous tailoring to the ethos of comfort meeting elegance, RIINA LAANETU garments are designed to accompany women as they navigate the complexities of life with grace, confidence, and an indomitable spirit. 

This brand is a tribute to the fearless, to those who dare to let their souls lead, listen to their bodies, and unapologetically etch their identities into the fabric of their being. 

To delve deeper into its essence, we sat down with the founder of the eponymously titled brand to discuss her background, the company, and her vision for its future.

“What story are you telling about the women who wear your designs? What inspired this collection?”

I am a tailor by profession, but I always wanted to go further, to create clothes that reflected my personality and desire to be seen as my best possible version.

RIINA LAANETU was conceived as a brand that embodies female empowerment, contemporaneity, glamour and versatility.

My collections urge women to be visionary, to put their souls first, to listen to their bodies, and to express their identity. If they are true to themselves with all their desires, feelings, ambitions, and fragilities, the bright new future looks like everything they’ve ever wanted. And this is what my collection, a woman’s DNA, consists of.

“As the leader of a brand celebrated for empowering women through fashion, how do you define self-love, and how do you infuse your concept of self-love into RIINA LAANETU designs?” 

The outfit must suit you, not the other way around.

Wearing RIINA LAANETU is an experience through which you can reveal your personality, a speaker that amplifies your true self. Glamorous, versatile, dynamic clothes that make a statement: I am my own boss, I walk confidently, and I fight for my goals. RIINA LAANETU is a clothing line that speaks to those who, like me, walk in the world fearlessly, to those who want to make their voices heard without shouting. RIINA LAANETU is a style that embodies a way of dreaming, acting and being.

RIINA LAANETU’s signature dress-up and dress-down features help you always to feel effortlessly comfortable and classy no matter the occasion. Ultimately, self-love is about honouring your individuality, embracing your unique beauty, and wearing clothes that empower you to shine from the inside out.

“Do you think your brand’s message of helping people express themselves matches Insignia’s dedication to giving the best service and meeting its members’ wishes? In fashion, how do you ensure people can be themselves whenever and wherever they want?”

RIINA LAANETU items are elegant and comfortable, perfect from morning to evening, and able to adapt to any situation. They help you easily navigate every situation and fit your lifestyle, just like Insignia’s services. My brand is luxury, not “fast fashion.” It’s timeless and made of the best materials that can be sourced. The items are tailor-made and must be pre-ordered, but they still reach the customer swiftly.

It’s a perfect fusion of aesthetics and practicality, similar to my lifestyle and sports collections. RIINA LAANETU desires to accompany you in your evolution, to be present and involved in your revelation of a woman who loves to excel with confidence, style and elegance. 

I always listen to women and translate their needs into my collections. In return, this helps my products be the ultimate companion to RIINA LAANETU women. Insignia is doing the same thing: tailoring its services and helping its members feel good seamlessly.

“As a lifestyle company, Insignia values the importance of saving time for our members. Do you prioritise this with your designs also? Can you share any stories or inspirations behind this focus on efficiency in your brand?”

As a luxury brand, we highly value the time customers spend with us and try to use it as efficiently as possible while offering a unique shopping experience; this also translates into my designs.

I can give you an example of this from one of our VIP clients. She ordered a tailor-made Aden dress for her daughter’s wedding. The Aden dress is a beautiful long dress made of a custom silver viscose and polyamide blend fabric. The highly refined ceremony had a red-carpet dress code.

The open-air afterparty hosted in a stunning garden setting called for a more casual look; my client kicked off her heels and replaced them with sneakers, removing the bottom half of the skirt to make the dress shorter. This simple and subtle change made for the perfect outfit for celebrating until the early morning hours without the hassle of packing an entirely different outfit.

She looked mesmerising and could enjoy every minute of the momentous occasion without being insecure about her appearance. These stories are why I do what I do; it’s incredibly gratifying.

“How did you come up with the idea for your brand’s standout piece, “Dress-Up Dress-Down,” which grabbed people’s attention during Milan Fashion Week?”

“Dress-up dress-down” is inspired by the coronavirus-related lockdowns, when events did not take place and the need for new clothes decreased. People started looking at their consuming habits more closely, which inspired me to create the ultimate design—one item suitable for every occasion. 

Today, the design has been so greatly enhanced that it justifies itself as a flagship of sustainable design. It satisfies the needs of every individual with high standards and thus also won the Best International Collection award during Milan Fashion Week.

“What was the driving force behind your award-winning collection showcased during Milan Fashion Week? Was it the pursuit of recognition or the passion for creating something deeply authentic to your vision?” 

The driving force behind the collection was the wish to present an innovative design that allows women to wear high-quality garments whilst being comfortable and able to adapt. Creating the “Dress-up dress-down” concept is one of the most outstanding achievements in my working life. I’m eager to share the joy of wearing the designs with the world.

“When we see your designs, we immediately sense your brand’s identity. How do you balance being unique with ensuring your designs appeal to a wide audience?”

You said it best: the audience can sense the brand’s identity. People love luxury pieces and owning something one-of-a-kind. Consuming these items gives a sense of empowerment and a boost of confidence. 

RIINA LAANETU garments are timeless luxury classics whose appearance is unaffected by the bonus of versatility; this offers RIINA LAANETU the opportunity to dress different customers with different preferences. Whether wearing a dress to a business meeting or a blazer for a night out, I can confidently say that Milan fell in love with the collection.

“As someone with a visionary perspective, how do you foresee the evolution of fashion over the next decade? And where do you see your brand within this timeframe?”

I see my beliefs steering the evolution of fashion. Unlike most big brands, I don’t produce four new collections per year. Instead, I produce a maximum of two, and in the future, the plan is to produce two collections every other year while only changing their tonality. We are moving towards a high-luxury service industry, which means that all products must be pre-ordered but reach the customer promptly. 

In the future, pre-orders will add value to the products and make them even more luxurious, as not everyone will be able to attain particular garments. Producing in a smart, sustainable way that is based on the client’s needs is the future. 

“Do you think we need more diversity among designers, and how does RIINA LAANETU set itself apart from other brands?”

I don’t think diversity is currently an issue in fashion; rather, it is combatting the culture of mass consumption and fast fashion. RIINA LAANETU prioritises versatility and multifunctionality, inspiring women to adopt a ‘less but better’ approach to consumption. Our garments are designed to last for years, offering endless styling possibilities that allow individuals to create diverse looks with just a few pieces.

“Fashion is currently being closely examined from a sustainability and environmental impact angle or in terms of designers’ ethnic and gender identity. When you started your fashion brand, were you aware of the importance of sustainability and diversity in the industry? Did you feel a responsibility to make an impact, and if so, how do you approach it?”

When I started my brand roughly ten years ago, the matter of sustainability was nowhere as close to people’s hearts as it is today, including mine. I mainly produced one-of-a-kind pieces in small quantities. My speciality was mostly ballroom dresses, which didn’t have that big of a demand. 

Sustainability was there but in a different way. It was translated as purchasing second-hand clothes, especially ballroom gowns, as they were seen as luxurious items. Today, it’s about producing less, more thoughtfully and efficiently. As my business has grown, I have started to pay more attention to these factors, and sustainability is one of the core values of RIINA LAANETU.

“When you first started your career in the fashion industry, did you ever imagine it would lead to the success you’re experiencing now?”

I have always dared to dream big; as a side-effect, the more minor things also start happening. In addition to hard work and dedication, sending messages to the universe is important. I like to think that this practice has helped me achieve some of the success I have been lucky enough to experience. 

“We always end our interviews with the same question—if you had an Insignia “wishgranter”, how would you spend your perfect day?” 

Great question! I would cherish these 24 hours by collaborating with Insignia to host a pre-organised luxurious charity event with Insignia’s most loyal members in attendance. I would realise my dream of seeing Karol G performing on stage in a design of mine. An auction would also be held, with proceeds donated to the Children’s Cancer Fund.

We trust you felt inspired by our insightful discussion with Riina and are eager to explore her collection, which has captivated audiences from Milan to the corners of the digital world. A visit to https://riina-laanetu.com unveils the breadth of creativity and craftsmanship that defines the RIINA LAANETU brand. 


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