A conversation between Maud Gerard (founder and designer of Instance) and Sveva Clavarino

So, how did it all begin?

I had just finished my studies and was interning for a small leather goods brand. I didn't really know what to do and I didn't see myself fitting in any "case”. No job really appealed to me. I had always dreamed of designing clothes since I was a little girl and I thought : "why not! I'm 23, it's now or never!". My family was very supportive so it gave me confidence to dive into this new adventure! 

What was your inspiration? 

I wanted to create clothes that I couldn't find in store and were representative of my style. I mostly wear pants but love having something pretty and feminine on top, which is why I decided to start with blouses. To me they are the most versatile piece as they can adapt to any look and any situation. I take inspiration from my own closet and people on the streets but also from paintings, old illustrations, movies... My goal was also to really use Italian craftsmanship to give a true added value to my designs, so I decided to have everything Made in Italy : from the sketch to the final sewing process. 

What is the most important thing that you care about when you are creating your blouses and dresses?

I want women to feel beautiful and comfortable and to make their "ordinary extraordinary". What I mean is that I love when my clients elevate their casual look with one of my garments, like a blouse with a pair of denim or a dress with sneakers. In fact, I work a lot with my pattern maker to ensure that my pieces are very feminine and have nice volumes but that they are also easy to wear and fall nicely on the body. 

Is there any particular reason why you almost always choose pink in your collections?

It's true, I get asked a lot why I don't include black or dark colours in my collection. To be honest, it's only a matter of personal taste. I almost never wear black and you'll rarely see me with dark tones. I find these colours a bit sad and too serious and life is too short for that! In my opinion wearing lighter colours and "happy" shades can have a true impact on one's well-being. 

When I bought my first silks, they were all in the same hues of pink, beige and gold. I find the way they look together very subtle and harmonious so I have been working on these shades ever since.

What’s your creative process?

It’s one of the most exciting parts! I gather images and fabrics that inspire me and create mood boards. They help me better understand where I want to go with the new pieces. I draw many potential garments that I then combine and mix together to reach a final sketch. I also listen to customers’ feedback and make sure my designs are in line with what they want. When I am set on a drawing and it’s clear in my mind what I want it to look like, I meet with my pattern maker who will bring it to life!

If you ever get creatively stuck, how do you “unstuck” yourself?

It happens sometimes and when it does I just stop what I am doing and do something completely different. I find it hard to create when there’s a deadline or some kind of pressure. It becomes a burden and it’s not fun. So I will just stop and come back to it a few days later. Sometimes your creativity needs to rest to be at its full potential.

Could you please describe the typical Instance girl?

The Instance girl is confident, feminine and bold. She lives in the moment and is simply herself. She is very elegant but never tries too much and needs to feel good in the clothes she is wearing. She loves travelling and discovering new places, cultures, exploring museums and galleries.

How are the fabrics that you use sustainable?

I only use deadstock fabrics, meaning the fabrics were produced already and had not sold. I get most of my silk from an Italian silk maker who produces for big fashion houses. I basically help myself to their leftovers! It would be a pity to let them go to waste, don’t you think? And the whole collection is manufactured in a small workshop close to Milan. I know who makes my clothes and they call me by my first name. In a way, we have become a little family now. I also produce very few pieces so that nothing goes to waste. I think it would be hypocritical to say we are 100% sustainable as by definition, producing clothes cannot be. But we certainly try our best to make it as ethical and environmentally friendly as we can.