Roseanna has an apparent identity as a brand due to its feminine, fresh and colourful feel. What has been key to building this identity for yourselves?
It's a mixture of things. I'm sure that our slow building process helped a lot. Roseanna is not only a fusion of our names, but it's also a blend of our characters and styles. We will always find a design that works, not for one girl, not for me, not for Roxane, but for the Roseanna girls. I think a lot of women can recognise themselves in that aesthetic. Another critical aspect for our brand's DNA is the heart and conviction we put into it. The love of doing something, of creating what we can find within ourselves.
You stay true to yourselves.
Always. Whatever the current seasonal trend may be, we do us; we do Roseanna. Even when the runways showcases an array of plain colours, we still did prints. We don't change the vision of the brand. The challenging part of staying true to our vision is the fact that we still need to seduce our clients to follow us. Each collection, we need to take them along. We would hate it if the Roseanna girl ever got bored of something. We have to stay true to ourselves, to our style, but at the same time, we need to be innovative, different and surprising. We need to offer something new and exciting. We always say that fashion uses the same seduction as love. It's fragile and delicate, but there's a real beauty when you witness the curiosity someone has for you.