In the third installment of my entrepreneur series, the focus will be on the visionaries in art, design, and fashion, featuring exclusive interviews with New York City-based artist Cindy Shaoul; Switzerland’s Raffaella Iten Metzger of De Marquet; and Brazil’s Stephanie Luyten, founder of EDITH Swimwear.
Artist Cindy Shaoul
Artist Cindy Shaoul
NM: Can you tell me about your backstory/background?
CS: I began painting at 18 when I was on Thanksgiving break from college. I painted a nine-foot colorful abstract mural in my mother’s art studio and never stopped after that. I didn’t have any direction at first, just a passion for color and oils. I mainly focused on abstract expressionism and painted from my emotions. I later traveled to Israel and Hungary and picked up a lot of inspiration while studying abroad. Those experiences formed lifelong impressions. But it wasn’t until I enrolled at the Art Students League that I focused on what I was passionate about, Impressionism. I studied under Joseph Peller, Gregg Kreutz, and Tom Torak, the great masters of Impressionism. Learning how to mix the paint like the masters from the early 20th century like Monet, Renoir, and Degas set me on a path to execute subjects that I feel connected to today.
NM: You say that you favor subjects that have meaning for you personally? Can you elaborate on this with regard to some of your works – The Brides, Dripping Dots, Plein-air scenes…?
CS: I gravitate towards painting subjects that I am passionate about, which makes me feel good. I love Impressionism, but there will always be a side of me that loves abstract expressionism (since this is how I first started to paint when I began), so fusing the two worlds makes me beyond happy. This is how I began the Brides – I wanted to create a series that would celebrate women and the bright future that lay ahead for them, along with the whirlwind of colors and emotions that are felt on this very special day. I also wanted to incorporate elegance from the days of Audrey Hepburn because a huge part of me is influenced by icons, such as Audrey, and the feelings of haute couture in the fashion capital of the world – Paris. All of these elements are part of me, and I aim to provoke these feelings in this series.
Paris is for Lovers
The Dripping Dots series began while I was attending the Art Students League. In my studio, I would clean my brushes and leftover paint from my pallet onto a new canvas, not to waste the excess oils, and soon, the motion of cleaning turned into dots on the canvas. I began connecting the dots with linseed oil, and this is how the motif of dripping was imprinted. The experience of discovery with color and emotion in the brushwork became very cathartic and felt familiar from the times I would collaborate with LA II. And, again, it was my love for Abstract Expressionism finding its way out and how this series communicates my love for travel strongly. The Dripping Dots are named after different locations around the world.
I love quintessential New York, like my favorite brunch spots or bakery, so being able to paint an open-air scene of these places makes me truly happy. I set up my easel, took in the energy of my surroundings, and interpreted the scene from life. The energy of people is also part of the experience. Having passers-by take a look and talk while painting is also part of the process, which I love. New York will always hold a special place in my heart, and I love to capture it.
NM: How did meeting LA II (Angel Oritz) influence your future work?
CS: Working with LA II helped me better understand that even if you’re going to school and learning the technical aspects of painting, it is still okay to express yourself freely. LA was all about free expression and boundary-free thinking, so being around his mentality helped me better ground my love for expressionism and be able to link it to the technical aspects of painting.
NM: A lot of famous names enjoy and admire your work. Can you name a few or share any stories?
CS: While watching Emily in Paris, I paused a clip from a scene with Lily Collins and Ashley Park talking in a café. I took a picture on my phone and used it as a subject. I posted it to Instagram, and it got noticed by both actresses. Ashley reached out and acquired the piece and just last month commissioned me to do a wedding gift to Lily and Charlie titled Lily and Charlie in Paris. That was truly such a beautiful experience. I also posted a reel of Emma Roberts in Maison Valentino at Book Soup in West Hollywood, and she reposted the painting to her feed. John Malkovich was the first to collect three pieces from my Old Hollywood series and NY Flatiron of impressionist scenes of old Hollywood and the times of Audrey Hepburn.
NM: How did the pandemic affect your “creativity” and your “creative process”?
CS: I got more home time in my studio, which immersed me in painting every day for longer sessions. This led me to focus on styles and develop my aesthetic a bit further. I dove into more textures and started a new series called Girl with Balloons, inspired by hope and optimism. I wanted to create a series with a light heart, blending my love for whimsey and also translating a message. Since balloons in Spanish mean “globos,” I wanted the balloons to represent global unity. It represents how we can float and rise to the occasion, and we certainly have all been doing this together during such a challenging time.
NM: Who or what inspires you these days?
CS: Currently, I am inspired by gold leaf. I find it adds another dimension to the paint, and I want to incorporate it as much as possible. Moreover, gold symbolizes compassion and prestige, but it is also uplifting and inspires us to have the confidence to reach our potential. I want to take those feelings and connect this sentiment as much as possible in my work. So, for me, gold leaf is just that – it adds a little extra something that truly uplifts the piece in a spiritual and motivational way.
NM: What’s next on the horizon?
CS: I am preparing for my next show with Lilac Gallery at Art Expo at Pier 36 in New York City. I’m excited because I will be showing alongside world-renowned artist Hunt Slonem, one of the most influential artists of our times today and who I truly admire and look up to.
Raffaella Iten Metzger, De Marquet
Raffaella Iten Metzger
NM: What is unique about your business?
RIM: The Night&Day bag is identical on both sides: minimal design with a simple closure on each side, emphasizing elegance and class. The interchangeable covers allow a change of style in just one click going from day to night according to one’s occasions and moods. The unicity of the Night&Day is a worldwide design protected by the WIPO.
NM: Can you tell me a little about your background and how it led you to launch De Marquet?
RIM: My background is in marketing and communications, and I’ve always been traveling a lot, usually on short business trips. Hand luggage did not allow carrying multiple bags, so I decided there had to be a way of making more bags out of one, hence the idea of the interchangeable covers.
NM: What is the inspiration and philosophy behind De Marquet?
De Marquet
RIM: De Marquet is the name of my great-grandmother, who was a noble Viennese. My inspiration was to create a smart bag that was practical but beautiful, emphasizing the unicity and personal style of a woman, and last, but not least, it was sustainable in the way of consuming less but consuming better (i.e., keeping the same base and changing the covers).
NM: Things are starting to get back to normal. How did you “pivot” during the pandemic to keep your brand and business “alive”?
RIM: Luckily, we’re a small team, and pivoting is key, but also a little bit easier when you’re not a huge company. We decided to focus on online activities, improving our Instagram account and website. The forced stop of the pandemic also was a chance to stand still for a little while and think, ask ourselves about priorities, and decide where to go next.
NM: Who is the De Marquet customer?
RIM: People, so far, mostly women, who are always on the run and need to perform a multitude of tasks every day – the mother, the businesswoman, etc., those who know their style and like to be unique, but also lookout for a smart brand which helps them keeping things practical but still beautiful.
NM: What’s new on the horizon for De Marquet?
RIM: We’ve been developing different base sizes where again, the one and only cover size is matching, which also makes multiple occasions easier, such as the micro base clutch for the red carpet, the midi size base for every day, and the maxi size base as a fantastic holdall. Plus, we’re working on personalization variants that can be ordered online and will be offering a lot of interchangeable handles and straps.
Stephanie Luyten, founder, EDITH Swimwear
Stephanie Luyten, founder, EDITH Swimwear
NM: What is unique about your business?
SL: EDITH is a slow-fashion swimwear brand that is 100% ethically made in Brazil. The brand has a unique concept of “editable swimwear.” This means that our fabric, exclusively developed by us, offers a true, one-size-fits-all and our swimwear pieces have a smart clasp system that allows you to attach the top with the bottom. That way, you can transform your bikini into a swimsuit and create many different ways to use and style your swimwear.
The extreme versatility creates a circular fashion because you can have many different styles with just one set. Our Ipanema set, for example, has over 120 different ways to be used and styled.
The durability of the fabric and its one-size-fits-all capacity help us reduce a great amount of waste both during the confection process and when worn.
I truly believe that when a woman feels good in a bathing suit, she can conquer the world. So, our brand wants to give women that feeling of uniqueness and empowerment by offering a bathing suit for all styles, ages, and body types. We promote body positivity, inclusivity, and innovation, all in one.
NM: Is there a story behind the name EDITH swimwear?
SL: EDITH comes from the name of my grandma, a woman who always inspired me with her timeless, versatile, and elegant style. I have always been creative, and she used to tell me when I was a kid that I had to be a fashion designer because I could spend hours in her closet and even sometimes transform clothing pieces she had into something totally new. The name sounded perfect because when pronounced, you don’t really hear the “H,” and so it transforms into the word “EDIT,” which is also the base of the whole “editable swimwear” concept.
EDITH Swimwear
NM: Can you tell me a little about your background and how it led you to start EDITH Swimwear?
I was born and raised in Belgium but had been living in other places such as San Diego, Barcelona, and for the last 11 years, Brazil. This led to my passion for swimwear and considering swimwear as more than just an accessory. I did a small 10-piece collection back when I lived in Barcelona, which sold out quickly. I wanted to continue and develop it, but unfortunately, I didn’t have the funds. I tried to convince my dad to invest, but that was a ‘no.’
After arriving in Brazil, I saw that swimwear was sold on the beach, so I thought making swimwear here wouldn’t be as successful as in Europe. It’s only after a few years of living here and going to the beach every weekend that I started to feel bored with the swimwear I had. I began to realize that I couldn’t find anything different on the market. When I saw some other type of swimwear on someone, I knew it wasn’t from here, as I could see or hear that the person was a foreigner.
In 2017, I discovered that a very stretchy fabric that my mom used to have bathing suits made with was starting to trend again. I told my dad, who was a textile expert, that I wanted to find that fabric.
At the end of 2017, my dad passed away suddenly. So, I flew back home to Belgium. This tragic moment made me realize that life can be so short and that we need to live the life we really want. So, I decided to quit my corporate job and start my swimwear brand.
NM: What is the inspiration and philosophy behind EDITH swimwear?
SL: I wanted to create something innovative, 100% made in Brazil, and something that could fit everybody, something inclusive. I had seen friends struggling and having a hard time finding the right swimwear. There is a big problem in Brazil with sizing charts as there is no standard sizing, so all brands do their own. So, I wanted to offer a solution to this huge problem, which leads to deeper issues than just a sizing problem, such as body insecurities, low self-esteem, etc. I think that this problem is not only in Brazil but something that women all over the globe suffer from. Most brands use top models and represent bodies that are almost unachievable and not common. So, I wanted to break that image and create a community of all kinds of real women where each one of them could recognize themselves and know that they can wear our swimwear.
I also think my own lack of finding something different and innovative is also the source of inspiration.
NM: Things are starting to get back to normal. How did you “pivot” during the pandemic to keep your brand and business “alive”?
SL: The first three months of the pandemic were terrible, and I didn’t sell a single bathing suit. I also didn’t feel good about promoting it. So, I took the time to reinvent myself to show the brand from another perspective. I started a hashtag campaign on social media called “edithemcasa” (translated edithathome). I asked friends and customers if they could take pictures of their swimwear top, wearing it at home to show how comfy it is and how it can be used outside of the beach, with sweatpants, or even to do yoga. That’s really what started to give a new life to the brand and show even more versatility.
I also started a tie-dye service that could be personalized, which helped a lot as it was trending. The colors and patterns I did were very different than those you are used to seeing, so people really loved it, and until today, they sell well.
NM: Please describe for me who is your ideal customer?
SL: Since our swimwear is so adaptable, it can be many different profiles – from women who are looking for a good, comfy but stylish bathing suit depending on their body type, to the pregnant woman who looks for comfort and something she can use during her entire pregnancy and even after, to the customer who is looking for a sustainable brand, innovative and 100% made ethically, to the one who loves to support women-owned brands.
NM: What’s new on the horizon for EDITH Swimwear?
SL: We hope to participate in upcoming gift lounges and to spread the mission of the brand globally, to be known for a brand that stands for body positivity, inclusivity, and innovation.
In our next interview series, we will share more stories from leaders within the top names in fashion, design, and art. Stay tuned! ■
