While there is a lot to be said about the ethos of instant gratification when it comes to shopping for the latest trends, we are also living in a time when consumers also want to shop guilt-free and responsibly. Many people are on the search for brands that are fashionable, sustainable, ethical, and of great quality. Consumers want companies and brands that align with their values. The only problem —How do you find these brands? The process takes time, research, as well as a little more patience than adding something to your Amazon cart. Enter Fashinnovation. Founded by Jordana and Marcelo Guimaraes, Fashinnovation is a platform created to help consumers find the sustainable brands of the future. As a growing and global network, Fashinnovation is paving the way for making positive changes to the world of fashion and technology.

Beyond helping you shop more responsibly and create the guilt-free closet of your dreams, Fashinnovation is (as you probably guessed from its name) a platform for innovation. Fashion, like all other businesses, is experiencing an immediate and urgent demand for innovation in all business models. Jordana and Marcelo bring together community voices to challenge the industry to do better and to dream of future that is more viable, inclusive, and sustainable. Through panels, conferences, and content creation, Fashinnovation is able build a diverse community of like-minded individuals in intersecting industries, allowing for industry professionals and the public to see exciting new ideas and trends in innovating production and creating more transparent supply chains. Ready to join the conversation? We were too! In our exclusive interview with co-founder Jordana Guimaraes, she explains her goals for Fashinnovation, tells us all about new brands they are partnering with, and how to become a more responsible fashion consumer. Continue reading our interview with Jordana below!

Where are you based?
Currently based in Florida, USA.

Tell us a bit about yourself. How long have you been working in fashion? Was this always your career?
I’ve been working in fashion for the past 16+ years - what I did in the past with Fashion compliments what I am doing now as Co-Founder of Fashinnovation. I was a publicist for 16+ years - a solopreneur. I always had an innate belief that through fashion - being the biggest industry in the world - that I could impact billions if creating positive and impactful messaging. When I met my husband, being from an entrepreneurial background, allowed us to join forces and realize both of our desires/dreams with Fashinnovation.

Jejune is obsessed with your platform Fashinnovation. As a co-founder, can you tell us how you developed this platform? What was your inspiration?
My husband Marcelo who is my partner at Fashinnovation, comes from a background of internationalization, go-to market strategies, and entrepreneurship. I come from fashion, PR/Marketing, and social impact. The inspiration was just the two of us together as a team, and taking our pasts and combining them into our future. We simply one day after a simple question from Marcelo of “would it make sense to mix entrepreneurship, innovation, and fashion” and my response being “yes.” Fashinnovation was born!

What were your first steps in building Fashinnovation?
We decided to start reaching out to CEO’s, Founders - leaders in both tech & fashion - with a simple email explaining what we wanted to build with Fashinnovation and asking them if they’d speak at an event we would assemble. After our first yes, we knew it was something we had to continue doing. Started off with the basics which grew from there and continues to grow.

What are some of the key changes to fashion production and consumption that you want to support in the coming years?
There are so many - it’s hard to pinpoint only one.. I do believe in slow fashion and made-to-order, upcycling, etc. however, I’m also a realist knowing that the mass brands have to exist and those production business models don’t work for all companies and brands. Therefore, I just want to make sure that whether slow or mass, that the people making the clothes as well as all across the supply chain are treated fairly in every way! Consumption, I think it’s okay to not only buy what you need because the beauty of fashion is to express yourself in different ways (colors, styles, etc.)... however, I don’t want to see anyone purchasing fashion just for an Instagram photo to then dispose of it.

It’s really cool that you dedicate a part of your platform to education. Your series during Fashion Week NYC is always so informative and intersectional. Can you tell us more about your mission to educate people in the fashion world about innovational practices?
That is most definitely a mission of ours - we at Fashinnovation believe that innovation is KEY to moving forward in the right direction. Also, fashion has to open its doors for everyone to be a part of the conversation. Even those outside of what used to be the “exclusive” bubble, which we are slowly trying to disrupt to bring real inclusivity - in all aspects.

Right now sustainability is a HUGE topic, especially with the cycles of fast-fashion speeding up to the point that they are today. What reliable and transparent changes do you want to see from brands in the coming years to help with sustainability?
This is a great question and something I always speak on as well as ponder upon because sustainability means something different to each individual. This is what makes it complicated. I am one to applaud even if a baby step towards sustainability for a brand, as it’s the way they’ll be encouraged to do more. I want whether big or small steps, for brands to speak on it - and be truthful! No one is perfect but if honest and trying, that’s all that we as a society can ask for!

What are small things that consumers can do to build better fashion habits?
Research and ask questions. Sounds simple but the majority don’t do this and I believe when researching something as simple as “where is it being produced”, it goes a long way in the way it may show them not necessarily the brands to shop, but more importantly, the brands NOT to shop.

We love that you help connect the public to brands that are ethical, sustainable, and often ran by women! What is your process in finding such amazing brands? What makes you love their business and want to support them?
It used to be constant research - which still takes place - but now we are lucky to be in a position where we are sought out by the founders of these brands. I feel that when you do something genuine and true to who you are, it resonates with those that mirror your mission/values.

This is the case of two of the brands from our community that we are totally in love with: Naytra Couture and DaCosta Verde.

Here’s why Fashinnovation LOVES DaCosta Verde:
DaCosta Verde designs guilt-free, luxury products that empower women to do good for themselves and for the planet. With their eco-stylish lunch bags and their line of sustainable athleisure, DaCosta Verde’s ultimate goal is to make your journey to an eco-conscious lifestyle simple, stylish, and fun. The brand is a woman-led, family-owned, and family-operated business, taking the guesswork out of sustainable shopping.

Dacosta Verde designs loungewear that is sustainable and ethical. Their timeless pieces are coordinates that will look good anywhere and can be styled for the comfort of your kitchen or dressed up for a Saturday brunch.

Additionally, you can also find lunch bags at DaCosta Verde. While we love a good handbag, a good lunch bag is just as important! The brand’s designer lunch bags for women replace the PVC, aluminum, and PEVA in traditional lunch bag interiors with a food-safe, non-toxic alternative. It keeps your food safe while also being an extremely cute accessory for your first “back to work” outfit.

The Amazon Rainforest became the major source of inspiration for the brand, when the Brazilian-born founder experienced the power of the Rainforest on her first trip back in December 2019 and its at the heart of their design and sustainability efforts.

Here’s Why Fashinnovation Loves Naytra Couture:
A female founded business that aims to support female artisans while creating keepsake pieces. They design 100% mulberry silk tunics and scarves based on exclusive Madhubani artwork by Indian artisans. This brand is truly luxury with a vision and it setting a high standard for luxury brands to be conscious in their art, production, and distribution.

Naytra supports and encourages their Indian female artisans to create unique handcrafted pieces. In addition, the brand gives all credit to its artisans. Shagun Sharma, founder & designer of Naytra Couture, proudly states that her brand has a “No Plastic” policy. They also work “as responsibly as we can”, promoting gender equality and providing their artisans with dignified and well-paid work. This company is For Women and By Women —what’s not to love!

We love that Jejune and Fashinnovation share a similar goal: to help support those who are giving back! These two brands are also doing this in their business models. Can you share what they are doing in their businesses to give back?
DaCosta Verde donates a tree to the Amazon rainforest for every purchase you make through their 1-for-1 program.

At Natrya Couture, with each purchase made, a portion of proceeds goes towards eliminating curable blindness.

Jordana, you have already done so much in setting up Fashinnovation as a platform. But we have to ask: What would be a dream project for you?
A dream project for me would be to take part in figuring out with the Official Fashion Week teams, on how to humanize Runway Shows and make it so that it’s more connected to those watching as well as how do we get the end consumer to participate from home in a way where they too are engaged and feel important to the designers.

What is your motto in life?
To inspire... to leave a legacy of having been an inspiration for others to make their dreams come true. I love people and it’s the reason why I got into fashion - because if done correctly, billions of people can be impacted.

To learn more about Fashinnovation, please follow them via the below platforms:
www.fashinnovation.nyc
Instagram: @fashinnovation.nyc

Fashinnovation - A Global Network for Sustainable Change in Fashion