I was mesmerized by Z.I.D.I’s collection after witnessing its breath-taking debut at London Fashion Week 2025. The brand’s innovative approach to contemporary luxury, seamlessly blending deconstruction, functionality, and illusion, challenged everything I thought I knew about fashion. Each piece was a masterful composition of unexpected silhouettes, intricate craftsmanship, and a play on perception that blurred the line between art and wearability. What struck me most was the way Z.I.D.I redefined luxury, proving that high-end fashion can be both accessible and deeply thought-provoking. From trompe l’oeil illusions to sustainably engineered modular designs, the collection captivated audiences, leaving an indelible mark on the future of fashion. Post event, in conversation with the visionary behind the brand, I was eager to uncover the creative process, philosophy, and ambition driving Z.I.D.I’s ground-breaking aesthetic. This conversation is a glimpse into that extraordinary vision.
Q: Z.I.D.I was founded in 2024 with the goal of offering affordable contemporary luxury. What was your inspiration behind creating a brand that challenges traditional fashion norms?
The inspiration behind Z.I.D.I stems from a deep-seated belief that luxury should be an accessible experience for all. In a world where fast fashion often compromises quality and ethics, I wanted to create a brand that redefines luxury by blending exquisite craftsmanship with affordability. My vision is to empower individuals to express their unique identities through contemporary designs that are both aspirational and attainable.
We create silhouettes that celebrate the body while incorporating practical elements like deep pockets, adjustable features, and reversible designs
Q: Your design ethos centres around deconstruction, functionality, and illusion. How do you approach these elements when designing a collection?
Deconstruction allows me to rethink traditional silhouettes, functionality ensures adaptability, and illusion challenges perception. For example, in our AW25 opening look, we used trompe l’oeil mirrored chrome fabric to create the illusion of metallic skin, while a biodegradable polycaprolactone scarf mimicked fabric caught in the wind. Each piece invites curiosity and engagement.
Q: Z.I.D.I’s collections transcend traditional seasonal schedules. What led you to this decision?
The rigid seasonal calendar often fuels overconsumption. By embracing a more fluid and responsive design process, Z.I.D.I prioritizes quality over quantity. We release collections based on inspiration and demand, allowing consumers to engage with fashion as an evolving dialogue rather than a fleeting trend.
Q: How do you ensure that Z.I.D.I remains true to its sustainable ethos while offering contemporary luxury at an affordable price?
Sustainability is at the core of Z.I.D.I. We use ethical sourcing, limited stocking, and responsible production practices. Our materials include organic cotton, recycled fabrics, and low-impact dyes. We also offer custom alterations on select pieces, ensuring minimal waste and personalized luxury.
Q: Can you walk us through how you incorporate sustainability into your design and production process?
We prioritize eco-friendly materials, adopt a zero-waste pattern-making approach, and upcycle discarded fabrics. Our manufacturers use renewable energy sources and water conservation techniques, while our transparency efforts keep consumers informed about our practices.
Q: Functionality is another central theme in your collections. How do you blend practicality with high-end design?
We create silhouettes that celebrate the body while incorporating practical elements like deep pockets, adjustable features, and reversible designs. High-quality materials and modular components ensure both comfort and striking aesthetics.
Q: Can you share a specific example of a garment that exemplifies functionality and deconstruction?
The ‘Trompe l’oeil necktie shirt’ reinterprets the classic shirt and tie combination. A necktie seamlessly blends into the fabric, creating an optical illusion, while breathable, wrinkle-free fabric ensures comfort across various climates.
Q: Illusion plays a big role in your work. How do you incorporate this concept into your designs?
Illusion challenges perception and sparks curiosity. For example, a polycaprolactone necktie, moulded to appear as if it’s flying into a coat pocket, re-emerges from another unexpected area. These elements redefine how clothing interacts with the wearer and their environment.
Q: How do you think challenging traditional perceptions of clothing changes the way people view fashion?
It fosters inclusivity and self-expression. By breaking away from rigid sizing, gendered designs, and seasonal cycles, we encourage consumers to see fashion as an evolving art form rather than a disposable commodity.
Q: Your pieces are designed to surprise. How do you ensure these unexpected elements remain stylish and wearable?
We balance innovation with practicality. Adjustable silhouettes, multifunctional elements, and clever material choices ensure our designs push boundaries while remaining effortless to wear.
Q: Z.I.D.I is known for exceptional craftsmanship. How do you maintain quality while ensuring accessibility?
We work closely with skilled artisans and manufacturers, streamlining production to identify cost-effective methods without compromising quality. By designing timeless, versatile pieces, we provide lasting value to our customers.
Q: What specific elements of craftsmanship are most important to you?
High-quality materials, precise tailoring, and innovative construction techniques. Attention to detail, such as hand-finishing, edge painting, and seamless trims, ensures each piece is both durable and visually striking.
Illusion challenges perception and sparks curiosity
Q: How do you collaborate with artisans and manufacturers to ensure your vision is realized?
We establish open communication and provide detailed specifications while welcoming artisan feedback. Regular visits to production facilities ensure quality, while skill development initiatives empower artisans and uphold our commitment to excellence.
Q: How do you see Z.I.D.I fitting into the high-energy environment of London Fashion Week?
Our approach to limited collections and non-traditional timelines creates exclusivity and urgency. Our presentations emphasize storytelling, allowing audiences to engage deeply with our designs while challenging conventional fashion narratives.
Q: How does participating in London Fashion Week influence your collections and brand storytelling?
The avant-garde energy inspires us to push boundaries, experiment with new techniques, and craft narratives that resonate emotionally. It also allows us to connect with a diverse audience, shaping our future direction.
Q: What do you hope to achieve by showcasing Z.I.D.I at London Fashion Week?
We aim to solidify Z.I.D.I as a leader in sustainable, innovative fashion while fostering collaborations and expanding our global reach. This platform allows us to inspire a shift toward mindful consumption and artistic expression.
Q: Finally, what message do you want Z.I.D.I to communicate to the world?
Z.I.D.I is about more than just clothing; it’s about reimagining the boundaries of contemporary fashion. We want to create a movement that champions sustainability, individuality, and creativity, where fashion is not just worn but experienced.
