Diving into the enigmatic world of ULTRANOVA, we had the opportunity to engage in an insightful conversation with the creative minds behind this avant-garde fashion brand. Seamlessly blending traditional craftsmanship with futuristic technology and innovative materials, ULTRANOVA’s talented team of designers is challenging the boundaries of conventional fashion while championing the principles of purity, perfection, and idealism. Drawing inspiration from legendary figures like Terry Mugler, they continue to carve out their unique identity within the industry. In this Q&A, we explore the intricacies of their creative process, inspirations, and aspirations, uncovering the essence of what makes ULTRANOVA truly extraordinary.
Considering your atelier’s location in France and your focus on using French materials, can you share more about the decision-making process behind establishing your brand in Cannes, and how your connection to AI fashion and material experimentation has shaped ULTRANOVA’s unique design philosophy?
Our atelier is situated in France, even though we are an American company. Our decision to locate in France is deliberate because we utilize only French materials such as plastic, PVC, and superior quality fabrics in the production of our goods. Additionally, we have selected the city of Cannes as the location for our modest atelier. In due course, we envision it evolving into a fashion house that draws in celebrities. Being situated in Cannes will also enable us to be in closer proximity to our customers.
ULTRANOVA comprises a collective of designers who derive their creative impetus from AI fashion, incorporating its abstract forms and constructions. We have come to the realization that we are capable of materializing what many perceive to be achievable solely through artificial intelligence. Through constant material experimentation, we aim to unveil garments that are not only flawlessly shaped but also offer prolonged comfort during wear. Our upcoming creations are poised to astound the world.
Your brand seems to be focused on the concepts of purity, perfection, and idealism. Can you speak more about how these ideas inform your design process?
What motivates a person to do something creative lies deep within the soul. But still, your creativity has a purpose, and you sometimes create because you disagree with something, for example, we disagree with the current fashion for clothes, we disagree with the fact that there is no innovation, that the world is not improving, there is no progress. Right now, people are obsessed with the cosmos, new materials, idealism, which is what the neural network gives out to the world, it closes people’s needs. So our main task is to get ahead of everyone else in bringing the neural network to life, and to adhere to the concept of purity, perfection, and idealism accordingly.
The use of fundamentally artificial materials such as plastic, pvc, silicone and latex is an interesting choice. Can you explain why you chose to work with these materials and what challenges and benefits they present?
Our product design process is meticulously structured to ensure that each garment is founded on the ideal contours of both the male and female physique, accentuating the musculature, curves of the chest, waist, and hips. Our approach is rooted in the methodology of a sculptor, whose artwork serves as the blueprint for the final product crafted from an array of futuristic materials such as plastic, PVC, synthetic leather, and other avant-garde fabrics.
Can you walk us through your design process? How do you approach creating a new collection?
The whole creation process is more like improvisation. The sketch of the product is drawn on the iPad, but in fact 70% of the idea is kept in the head. During the creation process of the product, the sculptor shapes it to fit the human body. The majority of the work involved in bringing the idea to fruition happens during the production stage. You see immediately what surface to make, how to curve it, what lines or details to add. It is very difficult to realize an idea because one product can be remade several times until it reaches the desired result, the ideal of the idea. But an idea without realization is worthless.
The influence of Terry Mugler is evident in your designs. Can you speak to how his work has inspired you and influenced your brand?
Yes, the ideological inspiration for us has always been Terry Mugler. His radically and unpredictably assembled suits of latex, faux leather, fur, metal, feathers, turned women into superheroes, with broad shoulders, high heads and thin waists in corsets. It gave women the opportunity to become whoever they wanted to be. Also all the lines in Terry Mugler’s products are based on the frame of a powerful man, for example, we like most of all his leggings, which go along the lines of the muscles. Our goal is to create something similar, but with our own vision.
Who is your target audience, and how do you aim to appeal to them with your designs?
As for the target audience, our brand is for everyone, but not everyone can dare to wear it. So, our clothes are more suitable for people who follow their own style, the fashion world. To be more specific, for media people such as stars, bloggers and stylists.
With fashion being cyclical, how do you plan to keep your designs fresh and innovative?
The main principle is to never stop creating. You have to overpower yourself and do things that you have never done. Today you did one thing, and tomorrow you will do something completely different from what you did yesterday, you cannot stop generating ideas.
How do you balance your desire to stay true to your brand’s ideals while also meeting the demands of the fashion industry?
It’s no use conforming to any requirements, what you like won’t always please everyone else, and vice versa. But at the same time, if you act only in the interest of sales and do what you don’t like just to sell, it won’t please those who buy. People sense lies. You have to do what you like and not adjust to others.
Can you give us a sneak peek into what we can expect from your brand in the future?
The production of outerwear and ready-to-wear garments, including dresses, trousers, and skirts, has commenced. Several items are currently available, and in three weeks, a new collection will be unveiled. Stay updated by following us on Instagram. The forthcoming presentation is set to be remarkable and instantly recognizable as embodying the Ultranova style.
What advice would you give to young designers and students who aspire to pursue a career in fashion design?
Do not fear pursuing your passions. Embrace discussions and constructive feedback. Do not strive to please everyone, but instead, act solely for your own enjoyment. Diligence and passion for one’s work are the essential qualities and skills for achieving success in any job.
