This is my first time applying. A few friends pushed me and said, ‘You need to do this,’ but knowing the challenges that it comes with, I was a little hesitant; the demanding nature of it. I remember seeing it on television once and thinking, ‘Wow, that is amazing’; seeing what they went through was very, very intimidating, but I thought, what’s the worst that can happen? Nothing. I’m still working, I’m still doing all these things so let’s just see. The experience is the most important thing to me; being around other creatives, hearing advice and feedback on how I can navigate this world better because I don’t have that roadmap of how the fashion industry works — especially on the business side. I have this very niche area and clientele, but to open that up and see the bigger world of fashion… I’m very excited for that.
What do you think are some of the obstacles currently shaping the industry? How are you navigating the precariousness of the tariffs as an independent brand?
I don’t have enough hours in the day to do everything, that’s my only challenge, but I don’t even look at it as challenging just like getting over that hump to the next thing. I don’t know how to answer that question because I don’t know what’s available or what’s not available to me.
If you could dress a character from a book, a TV or movie, who would it be?
Tilda Swinton, she’s like a walking art piece.
Meruert Tolegen, founded 2021
Meruert Tolegen, 34
From Almaty, Kazakhstan, now based in New York, NY
How did you first get into fashion?
So I’ve actually always liked anything creative — I don’t think fashion was particularly it. Sometimes I get obsessed with little things and subjects, and at some point, I began collecting garments, but not as a ‘collector’. I just would buy pieces that I really liked, and loved to see how they were made. I was fascinated by how much work goes into it, and then I started to develop this fascination with the actual craftsmanship of it.
What made you decide to launch your label?
After giving birth, I was at home with my daughter. I thought I was going to go back to working in research labs, but I couldn’t. I started a children’s boutique — just curating some of the things I had found. Then, I made some childrenswear pieces and then moms started asking for matching ones. I would use very elaborate fabrics — velvets and French embroidered tulle with flocking — which were like $80 per metre, but at the time I didn’t realise they were insane prices. And again, I had to learn all the ropes of this business myself. Over time, I thought the garments I was making were just too elaborate, I was using couture fabrics, so I thought it needed to be something separate from the childrenswear. So I created a different website and then I just posted to Instagram.
Was this your first time applying for the Fashion Fund? What do you hope to get out of it?
