Jan Nehera was a Czechoslovakian entrepreneur renowned for his garment manufacturing in the first half of the 20th century. He opened over 130 fashion stores throughout Europe, Russia, USA and Northern and South Africa in the thirties before the developments of WWII halted business.
Skip to 1998, and the forgotten name, Nehera, was acquired by Ladislav Zdut, an expert in marketing and brand management. He got Samuel Drira in 2014 to run the creative side and reposition the name in the luxury sector. Drira, a French stylist and creative consultant who has worked with top tier luxury brands including Hermès, The Row and Christophe Lemaire, is also founder and editor of the Parisian magazine Encens, which portrays and discusses fashion as an art form, operating outside of seasonal trends.
Indeed, that’s precisely the tack Drira is taking with Nehera. ‘The title of the first collection for S/S 2015 was “Blank Canvas”; we had to invent everything from scratch,’ he explains. ‘We spent two months thinking about the basics; like “What is a white shirt? How should the collar be? The pocket? The cut?” I don’t think a designer anymore is someone who just makes a beautiful sketch, that’s a cliché, and that’s what I learnt from the designers I worked with in the past.’
Text from Wallpaper.com, read the full article [here]
Photography by Cecile Bortoletti