From Childhood Dreams to Industry Recognition and Transformation
Newly crowned “Best Art & Design Brand” at the SME News UK Enterprise Awards 2022, Emotionism-Art is revolutionizing the fashion industry with their sustainable approach. Founder Norma Duncan takes us on a captivating journey of resilience and innovation, showcasing how her brand is changing the face of fashion while driving positive change in the world.
From a young age, Norma displayed an innate passion for fashion, starting with designing delicate outfits for her dolls and teddies. What began as simple experimentation soon blossomed into a full-blown love affair with design. With limited resources, she transformed lace-trimmed socks into exquisite doll dresses, leaving observers enchanted.
By the age of 14, Norma’s creative talents were unstoppable. She sketched and crafted unique fashion pieces out of plastic bags and any materials she could find. It was at this point that her mother recognized her potential and entrusted Norma with the design of her very own wedding gown. To her astonishment, the bridal shop not only brought Norma’s creation to life but also approached her to sell the design. She agreed and gave them the original sketch with no ask of money; “it was priceless to me to have my design in a shop at aged 14, 1998”- Norma. Thus, at the tender age of 14, Norma Duncan’s fashion journey had officially taken off.
Norma’s commitment to education and qualifications paralleled her natural flair for design. Graduating from high school and earning her first national diploma qualification in business studies, she understood that expertise went hand in hand with talent. Local fashion shows soon became her runway, and in 2005, at just 21 years old, she made her debut at the prestigious London Swatch Alternative Fashion Week, captivating the attention of the industry’s elite.
Norma’s undeniable talent and unrivaled passion propelled her into the limelight. As invitations to high-profile fashion shows poured in, she caught the attention of industry insiders who recognized her potential. Alongside this recognition came pertinent business inquiries, prompting her to take her skills to the next level. Determined to master the intricacies of the industry, Norma delved into the world of corporations, gaining invaluable experience across diverse sectors.
In 2014, Norma made a groundbreaking decision. Realizing the need for innovative products and services in the market, she set her sights on creating a sustainable global fashion brand. She specifically aimed to tackle the rampant issue of garment waste caused by fast fashion trends.
Emotionism-Art’s first venture into sustainable fashion captured the world’s attention. Their pioneering product aimed to curb the wasteful culture of throwing away garments prematurely. By emphasizing durability and style, Emotionism-Art empowered consumers to revamp their looks without constantly replacing their clothing. This game-changing solution resonated with the masses, garnering widespread acclaim on social media platforms. The brand received thousands of sales inquiries, partnership proposals, and recognition from notable industry players.
Building on their success, Emotionism-Art continued to expand their sustainable fashion line. Their commitment to inclusivity is evident in their range of garments and accessories catering to every gender. The brand prides itself on creating limited editions or original fashion pieces, highlighting their diverse and inclusive approach.
But Emotionism-Art’s commitment to sustainability goes beyond their products. They provide restoration, cleaning, and packaging services for preloved items, encouraging customers to participate in a global secondary resell marketplace. Moreover, the brand offers auctions for rare or limited-edition pieces, allowing customers to bid on coveted fashion treasures.
The industry has taken note of Emotionism-Art’s groundbreaking efforts. The brand boasts multiple award nominations and wins, including the esteemed Corporate Live Wire Global Awards for “Art & Design Brand of the Year” two years in a row. In 2023, they even secured the coveted “Retail Trading Company of the Year” prize, solidifying their status as industry trailblazers.
Looking ahead, Emotionism-Art plans to make a splash in the international fashion scene. Collaborations with A-list Hollywood fashion stylists and renowned fashion icons are on the horizon. Year 2024/25 will witness the launch of their new venture service—a prestigious UK-based business consultancy firm that aims to support companies in overcoming sustainability challenges.
Emotionism-Art’s inspiring journey is a testament to the power of creativity, innovation, and sustainable fashion. By redefining the industry landscape, Norma Duncan and her brand are reshaping the future of fashion, one eco-friendly design at a time.
References: Emotionism-Art
