Reda Paula: building a purpose-driven fashion label

Reda Paula Brand Book Project I Photography Rugilé Juodzbalyte

Fashion designer Reda Paulauskė on what it’s like to run a sustainable business and how our recent brand development project has influenced her brand —
Reda Paula.

A Lithuanian women’s fashion designer Reda Paulauskė flourishes with conscious production ideas and therefore, is a founder of Reda Paula - sustainable luxury fashion brand that revives nostalgic femininity into modern minimalism. The products are purchased by an international audience and have been recognised by quite a few sustainable fashion organisations and stores, not only for the exclusive designs but also for the mission to advocate on the sustainability subject. 

We have met with the founder for the first interview to evaluate the project needs and continued the collaboration for about five months through branding workshops, research and analysis, additional content production. The goal was to crystallise Reda Paula’s brand strategies to be able to form more defined visual objectives. 

We have developed a personal Brand Book for Reda Paula and guided the team through the implementation process. The collaboration has resulted in more strategic planning and organic aesthetics which increased the overall brand’s Instagram following by 20% through a single collection release. The more logical website layout and content use with easier shopping tools were implemented for a happier customer experience and better sales too. Brand strategies gave more insight for further business steps that helped to grow a stronger brand representation by different media channels.

What influenced you to create a sustainable fashion brand?

Reda: Sustainability has accompanied me since childhood. Those ideas came to me from my parents who have always saved resources and encouraged me to create beautiful relationships with society and nature. My great-grandmother was a professional seamstress. My grandmother and mother also taught others to sew, although they had other jobs. Because sewing has been passed down from generation to generation in my family, I have also dove into this profession. By combining these two things, I had sustainable fashion idea in my head for a long time. Giovanni Ottonello, a lecturer at the Istitituto Europeo di Dasign, encouraged me to speak louder. His lectures and creative workshops made a huge impression on me because he is a great advocate of sustainable fashion and also has a charming personality.

What does it take to run an environmentally friendly business?

Reda: Respect for the environment and everyone in it is a must. As well as a commitment to creating harmonious relationships in the society throughout the business chain. There are a lot of things to take on running an eco-friendly business: at Reda Paula we buy natural textiles, dead-stock materials and prioritise garment quality to expand its lifetime. We also work with a sustainable packaging supplier. Trying to have evolving relationships with our customers, we share transparent information and actively raise awareness through our collaborations with local and global organisations such as the largest annual world's fashion activism movement — Fashion Revolution Week. Most importantly for me, is to believe in what I do and motivate the team to work together.

“Having a personal brand strategy book helped to see clear vision where Reda Paula want to be and how to achieve it.”

What difference have you experienced in managing your fashion brand with and without your personal brand strategy book?

Reda: The difference actually, is very big. Working without a book was pointless. We made a lot of mistakes and didn’t understand why our ideas are not working out. Having a personal brand strategy book helped to see a clear vision where Reda Paula want to be and how to achieve it. Everyone we work with must read the book, in which case they will understand the values of the brand and achieve better results in photoshoots, communication, marketing and design.

How assessment and understanding Reda Paula’s core values has influenced your decision making as a head of the label?

Reda: When we were creating a personal brand strategy book, I received questions which helped me to refine all the values and goals I had never thought about before. Now my decisions are more clear and accurate. It is easier for me and my team to select and hire workers, create advertising strategies and communication, collaborate with influencers, find inspiration for designs and give feedback to the society. 

How do you seek creative inspiration and step out of the daily routine?

Reda: I am a nature and vintage lover. I adore vintage shops, old photos, old stories, cultural heritage, traditions and handicrafts. No matter what season, I walk and photograph nature. Research the changes of plants that depend on the weather, colors and shades under different lighting, observe the moments in nature and listen to the sounds.