DESIGNERDiana Arno is a fashion designer who was born and grew up in Estonia. She believes that fashion is a self-expression tool that shares memories from the past, surprises with its newness, refreshes the habitual standards and widens the borders of one’s individuality.A great love for fashion and curiosity for the fashion world made it simple to choose the future profession. Diana studied business management at EuroUniversity and got her degree in fashion at EuroAcademy. In 2011 she created a fashion brand which she called after her name and that soon won many true fans in Estonia.TARGET GROUPThe target customer of DIANA ARNO is an active city woman, whose best years last forever. She is 30-50 years old, loves luxury and comfort, enjoys quality food, chooses theatre over movies and prefers reading to television. Usually, she is an office worker who needs to look representatively every day.She enjoys business trips but never misses an opportunity to explore the world as a tourist. When choosing clothes, the price is not the principal criteria, she is rather looking for a beautiful silhouette, comfort, high-quality fabrics and an outstanding design. This is why she loves designer clothes more than mass market, combines her clothes in a unique way and always remains elegant and feminine.CURRENT SALES CHANNELSOnline shop dianaarno.com/shop , a showroom in the center of Tallinn, re-sellers Must Pop-Up and Tallinn Design House. Brand’s main product categoriesOuterwear, dresses, skirts, blouses, trousers, costumes, jumpsuits. Knitwear and accessories coming soon.
ABOUT SS20181. What inspired you during your creation of this year's collection?I was inspired by the romantic atmosphere that fills the air with happiness and sunshine during the spring. When trees dress up in their green gowns and everything starts to bloom. And those breathtaking sunsets that dye gray cities into pinks and violets!Our SS 2018 is a combination of now and then – a fashion mix of memories and modern influences, totally full of contrasts and sentimental pastels that continue to inspire even more than they ever did. From minimalist shirt dresses to lace-and-ruffles occasion wear. In collaboration with one Estonian illustrator, we created a unique print – a contemporary interpretation of a mythical ladybird that will unite the present and the past, traditions and a modern point of view.2. Why, when, how did you start getting involved in fashion design?
Fashion always had a home in my heart. Before I started studying fashion design, I worked in marketing for a long time. This helped me a lot to move slowly and confidently towards my dream and passion. I think that fashion is always a combination of vision and knowledge of business and economics, so in 2011 I turned my own ideas into reality.3. What makes you or your designs different?All of our collections offer a dose of femininity and romantic vibes that are so essential for any woman. We always find a way to melt some ruffles or lace into simple silhouettes and lift the minimalist designs to the next level with interesting details and feminine elements.4. What has been your greatest accomplishment to date or what are you proud of the most?Working in fashion is never easy, especially if you are from a small country like Estonia. I am grateful that despite all the difficulties, we have our own manufacturing and showroom and we are about to launch an online store. I am also extremely proud of my coherent team – we all work hard to grow and develop our brand.