Twin sisters Daniela and Annette Felder launched their womenswear line Felder Felder whilst studying at Central Saint Martins. Following their graduation in 2006, they were selected by Gen Art to showcase their collection during New York Fashion Week, and swiftly won the attention of the international fashion press and buyers, including Selfridges and Browns Focus. The sisters’ signature style–feminine silhouettes toughened with chunky knitwear and bold accessories–garnered support from Simon Robbins of Russian Vogue, photographer Lorenzo Agius and stylist Patti Wilson.
The German-born siblings received support from the Topshop/NewGen scheme three times, including for S/S 09. They were also featured in Hywel Davies’ book 100 New Fashion Designers, published 2008.
Daniela and Annette talk to Stellar Woman Magazine about leading with style.
You landed your sponsorship from Topshop New generation. How significant was this as well to your brand growth?
It really gave us a platform to be together with like minded designers, you know, designers at the same time and enable us not just ask but all the designers that were part of the new gem program to show their collections to top people from the industry which is such an amazing model and we’re absolutely grateful to be able to be part of it. So, it was really a fantastic and brilliant for what we were doing at the time.
What does leadership mean to both of you?
Leadership to me means that you have a clear vision, but then also can communicate that clear vision with the people that you are working with.
To sort of like tap into your higher purpose and empower not just yourself but also empower whoever you can empower. I think that is great leadership.
What are some of the attributes or characteristics of a great leader.
Vision, competence, trustworthiness, authenticity, responsibility, action and communication, generosity in order to give back because I’m sure every great leader has a great role model, you know, tha shared a lot with him or her. And yeah, I think anyone who had that will also give
that back.
If so, what gaps do you see in leadership in the fashion industry?
I mean, the thing that I hope will change, but I think its very consumer driven, so you know, the leadership will listen to the consumer.
So, again, there’s actually Power to the People even though a lot of consumers aren’t aware about it. Is the impact of the High Street on the environment, and how hopefully that can shift into a more conscious way of consuming and therefore brands, even if they make a lot of money right now, will also shift their business models and whoever is in power there that they will take those. They will take the right steps to be a great leader.
From the beginning, it seems more like a success story for Felder Felder. What is it that you believe has made it possible for you?
I think persistence is probably the first thing because maybe on the outside it looks like quick success story but you know, from the inside or behind the scenes, it’s you know, really not giving up not giving up not giving up and I think in most cases, this is true. You know, it looks easy on the outside but on the inside is just not giving up just continuing just being consistent. And, yeah, I think that’s that’s what makes a difference.
Where do we see Felder Felder in the next 5 to 10 years?
So, when we say to the next five to 10 years what I hope that you know, we will be able to, to really make an impact with our sustainable equal tour, you know, through working with, you know, like people who have presence on the red carpet or on stage, who have even a much bigger audience to bring the message across of sustainable to them. And I saying thank you and good luck with that. And do you Okay.
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