Story by Rachel Schwartzmann – Shop KIMEM – Photos by Alexander Coggin for The Style Line
“I think ‘less is more’ has always been a thing in
fashion, but yes, it’s definitely becoming more of an obsession these days.” KIMEM founder and designer Emilie Boschung shared below. “KIMEM specializes in ‘elevated essentials,’ beautiful pieces made out of noble fabrics, but also basic pieces every woman need in their closet. I think the balance maintains itself; quality is definitely one of the most important aspects of my designs.” Important yes, but also one of the most present elements within the brand itself… and Emilie’s designs truly embody an understated elegance (with a definite hint of edge) that make KIMEM all the more needed for women who value timeless style. The collections also boast a sense of sartorial ease, which is more than likely a nod to the designer’s roots in Los Angeles.
Having made the move to Berlin (an emerging and dynamic creative hub in its own right), Emilie contends that Europe, and Berlin more specifically, is the perfect place to both personally and professionally thrive. While Emilie is certainly no stranger to travel (as you’ll read more about below), we wanted to meet with the budding designer to discuss how she plans to make Berlin a home for herself and her thriving brand. We visited Emilie at her awe-inducing studio to see the collections and chatted with her about the KIMEM woman, her thoughts on creativity and why fashion is so obsessed with simplicity. Discover the full conversation below featuring gorgeous moments from our visit captured by Alexander Coggin for The Style Line.
*THIS STORY WAS ORIGINALLY PUBLISHED IN JUNE 2016 AND REFLECTS UPDATED CHANGES TO THE LAYOUT
I am Emilie, the designer
and founder of KIMEM. I lived in LA for the past 8 years and just recently moved to Berlin. I have two little dogs and two little bunnies! I am obsessed with cacti, and plants in general, and I grow my own veggies! Traveling is a passion of mine. Being raised in the beautiful nature of Switzerland and riding horses gave me really strong down to earth values. I am a real tomboy at heart.
Collectively fashion seems to have this obsession with the idea of “less is more” – would you agree? How do you find a balance between the need to build sales but still remain true to KIMEM’s values of simplicity and quality vs. quantity? What has this process taught you about your own approach to personal style?
I think ‘less is more’ has always been a thing in fashion, but yes, it’s definitely becoming more of an obsession these days.
KIMEM specializes in ‘elevated essentials’, beautiful pieces made out of noble fabrics, but also basic pieces every woman need in their closet. I think the balance maintains itself, quality is definitely one of the most important aspects of my designs. Everything I design for KIMEM is something I design for myself. I’ve always had a very minimalistic style and it reflects on my designs.
From LA to Berlin, what have you learned about the global fashion industry and what are some things you’d like to see change? At this point in KIMEM’s life, why do you think Berlin makes the most sense for building a successful fashion brand?
I’ve only been in Berlin for a couple of months now and it’s been great, but to be honest, I haven’t had time to realize anything yet. Moving your whole life as well as your design studio and your production at the same time is quite challenging! I am finally getting all set here and already working on some new exciting projects here in Berlin.
Europe is a good place for KIMEM to keep growing and I think it goes with my aesthetic. Berlin is very young and energetic; the vibe here is exactly what I wanted for myself as well as for KIMEM.
Speaking more to the previous question talk to us about life in Berlin – how have you made it a home both personally and professionally and how would you characterize the fashion scene?
My boyfriend, who is an artist, and I made the big move a couple of months ago and we are loving it! I want to explore the fashion scene of Berlin a little bit better, but I already like it a lot. People are eager to collaborate and take you with them on some really exciting ventures.
What are your (tangible) go-to tools or resources would you advise other aspiring emerging designers to utilize in their own endeavors?
I try to follow my instinct as much as I can and go with the flow. My family and my friends are my greatest resources. They help me every day.
Who is the KIMEM woman and how do you hope to see her evolve?
The KIMEM woman is confident in her own skin, easygoing and effortlessly cool. She is a modern woman but doesn’t fall into the fashionista cliché. She has her own style, timeless, but that shows her personality. Every day she tells us a story with what she pulls out of her closet. The woman I design for praises the ‘keep it simple’ and ‘less is more’. I see her evolve as I evolve personally. She will be the same woman and grow in maturity.
The Style Line was built on the premise of discovery, exploration, and transit. With this in mind, what is “the style line” in your wardrobe?
Effortlessness and comfort.
What is one question that you wish people asked you more often?
How would you like your eggs done? I am a big breakfast/brunch lover so anything that involves food, I’m in!
How do you think creativity contributes to some of the world’s bigger conversations and what role is KIMEM playing in this shift in thinking?
Creativity is so important! I can’t begin to imagine how monotone and boring it would be without the freedom of creativity. It is what makes us grow and develop personally as well as a society. I think that KIMEM, as well as all other emerging brands and artists, play a role in the growth and development of our society. We are the future of our industries.