It’s time for another interview, and time for a fresh approach. Introducing Nona Assisi Cunningham, and her eponymous label, Nona Assisi. I spotted Nona Assisi fresh off the Jimmy Choo Academy (JCA) undergraduate show. She is among a handful of talented designers that make up the design school’s first graduating class, and her ‘soft girl aesthetic’ and circular approach caught my eye.
Nona is an exceptional womenswear designer with a focus on sustainability. Her first collection features deadstock, end-of-roll fabrics, and sustainably-sourced fastenings, spinning circularity into a youthful yet sage ensemble. It was a joy to speak with Nona Cunningham about the collection for this piece, and I’m excited to follow her journey.
1. What inspired you to approach fashion in a sustainable way, leading to the creation of Nona Assisi?
Fashion sustainability has always been an important factor for me; before studying at JCA I had a sustainable small business creating personalised styling boxes using preloved clothes. Although I enjoyed kilo sales and rummaging through charity shops already, this business allowed me to truly see how much clothing goes to waste despite being in perfectly good condition- perfect enough to sell!
As a designer it is difficult to come to terms with how unsustainable the fashion industry is, so I believe if there’s a way, I can contribute to a greener future with the resources we already have, that is the best, and only, way forward.
2. Your debut collection ’The Essence of Adolescence’ entwines a youthful innocence and adult vulnerability. Can you share more about your vision for the collection?
‘The Essence of Adolescence’ pays as a homage to my own childhood and I hope many others’ alike. This theme is particularly special to me as it is in dedication to all the people who were key parts of my childhood.
The collection is intended to reflect the beauty of growing into the people we are today, yet not forgetting to embrace our inner child. Through soft pastels, oversized silhouettes and layered pieces, the collection reflects our ever-changing selves.
3. I’m intrigued by your textile choices – nettle wool, recycled fastenings, deadstock jersey – what drew you to these fabrics?
In my design process I knew that I would layer pieces in a variety of different weights and textures so finding a balance of fabrics was necessary; these materials each hold properties which, not only have a sustainable focus, but also promote comfort and wearability. In fabrication it is important for me to find the most ethical alternative, the entirety of ‘The Essence of Adolescence’ was designed with sustainable materials in mind.
4. How easy (or hard) has it been to find ethical manufacturing partners for your collection?
Although I have researched into ethical manufacturing partners, my main focus is to create all garments myself. This way I can ensure all standards of sustainability are the highest they can be and for my customers to have the peace of mind knowing this. In the coming years, with the hope of growing Nona Assisi will eventually partner with manufacturers in locations such as Portugal to create garments which do not compromise design nor ethos.
5. What are your main takeaways from the JCA Design, Branding and Entrepreneurship course?
The Design, Branding and Entrepreneurship course has been a great way of building up knowledge on what it takes to create a fashion business. By intertwining design with business theory, it has opened a lot of doors for understanding which areas to focus on when starting a micro-brand and how to navigate the fashion industry.
6. Finally, who (or what) inspires you?
My biggest inspiration will always be my family. I come from a family full of creatives, from artists to poets to musicians, they have always been my drive to continue to do what I love and to be unapologetically myself.
Each look in my collection is named after the wonderful women who have been major parts of my life (Mia, Lucia, Maria, Romy, Madeleine, Rosie, and Carrie) I owe my creativity to them for giving me the narrative to what is ‘The Essence of Adolescence.’
Thank you Nona. Find Nona Assisi on Instagram.
