- Shashini Jinasena on Leo the Label
Sashini Jinasena[/caption]
During her time here, although the work was interesting, she began to realise that it didn’t appear to be her calling. Then came Covid-19 which shook things up a bit, and it gave Jinasena some time to really dig deep and think about where her passions lie – which is when fashion, architecture/interior design, wellness, sustainability, and marketing/content creation were all subjects that kept popping up. Jinasena now works as a Business Development Executive and Social Media Manager part-time, while working on her fashion label Leo the Label full-time.
When chatting with Brunch, she told us that she is known for being obsessed with finding new places to travel to, trying out new restaurants/dishes, and always doing a self-development or spiritual course of some sort. The journey of self-actualisation is very important to her and she doesn't think that she would have been able to begin her brand had it not been. This is how Jinasena understood the importance of doing something that combined all her interests and what she was good at, because it is only then that she will truly be able to feel a sense of fulfillment and thrive in what she does.
We caught up with her to learn more about Leo the Label and how it came to be.
What inspired you to start up your brand?
I remember having the idea of starting a clothing line when I first moved back to Sri Lanka, but at that time it was just that – an idea. I didn’t make much of it because I felt obliged to pursue something related to my degree, and I also didn’t have the confidence or know-how on where to even begin. Fast forward three years, I still didn’t have the technical knowledge or experience, but I had the drive and determination to start anyway, because I knew that this was something I was truly passionate about. I was highly keen to bring to life a brand that maintains a localised supply chain whilst incorporating ethical and sustainable values and local craftsmanship into all its pieces. There are also multiple female entrepreneurs that I look upto, both locally and internationally, all of whom really expanded my belief on what’s possible if you really put your mind to something.
When did you discover your passion for fashion?
I think I’ve been interested in fashion and design for quite some time now! I love creative, bold, and aesthetically pleasing things in general – be it beautiful architecture/home decor, photography, nature, and of course, clothes, jewellery, and so on. I literally have a different Instagram account where I only follow design and architecture pages – it acts as my very own curated source of inspiration whenever I need it. For me, what I love most about owning a fashion brand is that it allows me to truly express and showcase my creativity in every part of the process – from the design of the clothes, to the concepts of the shoots, crafting your unique online presence, and so on.
Tell me about the concept behind your collection.
Our debut collection “Abundance” was all about creating pieces that reflect the inherent effortlessness of island living – consisting of flowy linen staples in a range of pastel and earthy tones. It was shot in a beautiful colonial villa in the hills of Galle which I found to be the perfect backdrop for the collection. Our upcoming collection “Aura” will be quite different, and I’m really excited for it! Without giving too much away, I will just say that its primary theme is that of strength and sensuality – and we have designed clothes and have planned a shoot that will reflect just that. It’s launching early November so stay tuned!
Where do you derive the inspiration for your products?
As mentioned earlier, I am highly inspired by any type of creative work that I see either online or in movies, books, and so on. I am also incredibly drawn to styles and themes of the past – it’s always been so interesting for me to see how styles make a come-back and are all of a sudden back “in” (like how 2000’s fashion is making a comeback right now), before they fade away again. My goal with Leo is to create pieces that transcend trends altogether, pieces that incorporate styles of both the past and present, and (I hope) are seen to be stylish irrespective of what appears to be trending at the time.
Do you believe in sustainability?
Of course. Although I must say that in my view, to be 100% sustainable would be to stray away from creating new products altogether, and to instead engage in the model of circularity where we keep reusing products. Since we are actively creating new products, I cannot claim that we are 100% sustainable. However, I can say that we are consciously-produced. By this, what I mean is that we do everything within our resources to ensure that every part of our supply chain is conducted in the most responsible manner possible – both environmentally and socially. Some examples of this include – we make sure to optimise our patterns to ensure minimum fabric wastage, we intend to produce a minimum number of collections throughout the year in very small batches, we only use linen deadstock fabric which is both biodegradable and highly durable, and all components of our packaging are either recyclable or recycled. You can find a more detailed breakdown of our production process on our Instagram: @leo_thelabel.
I would also like to add that all our clothes are made by small (one to five employee) local production units, owned and run by females with flexible working hours and appropriate pay. All prices and production timelines are set by these artisans themselves – off of which we plan our collection launches. I’m really proud of this component because not only does it allows us to embrace local craftsmanship, but I feel like there is also something so meaningful in knowing who makes your clothes, and knowing that they are being paid and treated fairly – which we know is not always guaranteed in most garment factories that engage in mass production.
What kind of work ethics do you believe in following while working with fashion?
I think there are certain values and ethics you should strive to follow when it comes to entrepreneurship, regardless of the field you are in. Again, engaging in conscious business and production is the main thing that comes to mind. “Conscious Business” is actually a term coined by Economist Fred Kofman, and I remember watching a video of his years ago where he explains it to be a shift from being purely profit-driven to incorporating it with being values-driven as well. There are also frameworks like the Triple Bottom Line which is one that many successful companies have adopted, where companies monitor their social and environmental impact along with their financial performance – it’s broken down into 3 P’s; profit, people, and the planet. I guess it’s all about realising that we are involved in a network and community that’s so much bigger than just yourself, and we have a responsibility to respect that. I really believe that all companies, big and small, should explore this approach more and I hope that it grows to be the standard for all businesses.
What is the story you want to tell with your collections? What makes your brand unique?
Honestly, I just want to create beautiful pieces that allow women to feel strong and confident. I know that these are attributes that come from within, but a cute outfit always helps! Every collection will have a theme and concept, which will always be portrayed through the clothes and the shoot. I feel like Leo will always be unique because it’s a direct reflection of my personal style. I am currently managing all aspects of the company – from developing, designing, and maintaining our website, coming up with the concepts for each collection and its respective shoot, deciding on the designs of the clothes, sampling, fabric sourcing, managing inventory, packing orders, maintaining customer relations, managing the finances, planning, and managing its social media, and on it goes! I know there are plenty of more amazing entrepreneurs out there who start off as a one-woman show and I think that is great especially in the beginning because it adds a personal touch to every aspect of your business. I do have to mention that I am lucky to be collaborating with a great production partner and freelance designer which allows the production process to run more smoothly.
Do you think this wave of Covid-19 will affect your business?
I launched in the middle of this current wave so I’m still waiting to see what it would be like when things settle down! I definitely imagine that people’s spending patterns have changed and I wouldn’t expect anything less. But at the same time, it’s been amazing to see some local businesses who have adapted by pivoting or using this time to enhance their social media presence by engaging with their community – which gives me hope that we can stick it out until we return to some semblance of normalcy.
Do you have any plans for the future?
Yes! I want to grow Leo the Label whilst also growing Leo as a company in general by exploring other areas of production and design. But for now, my main priority is focusing on the label and enhancing its presence both locally and internationally.
Instagram: @leo_thelabel
Website: leo-thelabel.com