De La Vali Founder, Jana Sascha, Takes Us Behind the Scenes of the Celebrity-Loved Brand

2025 is a giant yr for De La Vali. Not solely is the Ibiza-born model getting into a transformative new period below the artistic course of founder Jana Sascha, nevertheless it has additionally simply launched its first London boutique on Marshall Avenue—and increasing into new classes is on the horizon, too.

After all, the cult model’s free-spirited, bohemian aesthetic and much-loved signature types stay rightfully entrance and centre. They do have a powerful fan-base that spans the likes of Dua Lipa, Rita Ora, Kate Moss and Nicole Richie, in spite of everything. However there is a distinct dose of elevated, elegant sophistication to Sascha’s new collections that promise to propel De La Vali even additional.

To rejoice this thrilling new chapter for the model—in addition to the just-dropped summer time collections, aptly named ‘Phoenix’ and ‘La Isla’—we caught up with De La Vali’s founder and artistic director, Jana Sascha, to debate her nine-to-five, design inspirations, day by day rituals, and what’s subsequent…

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(Picture credit score: courtesy de la vali)

I am unable to begin my morning with out… A espresso. It by some means at all times seems like such a deal with.

How I costume actually actually depends upon what I am doing that day… If I am on a shoot or in fittings, I am usually in outsized cozy clothes. But when I am headed into city to go to our boutique on a sunny day, I will undoubtedly be sporting one thing from De La Vali’s new collections.

I burn palo santo each morning. It cleanses the power round me and brings the artistic spirit.

(Picture credit score: courtesy de la vali)

After work, I do my entire skincare routine. I religiously use my LED face masks and FaceGym machine, and I prefer to learn earlier than mattress to unwind. I am presently studying Jacqueline Susann’s Valley Of The Dolls.

I prefer to design what I might prefer to put on. If I really feel an urge for a sure feeling that I need a costume to offer me, I hold that emotion in thoughts when sketching. My course of at all times begins with constructing an idea, adopted by placing collectively a cloth board. I then begin sketching and creating the gathering with my group in our West London atelier.

In just a few phrases, the De La Vali lady is… Magnetic, majestic, mystical.

(Picture credit score: courtesy de la vali)

The perfect factor about my job is attending to be artistic. My favorite days are spent within the atelier, doing fittings and designing the items.

We’ve been extremely lucky to decorate some really inspiring girls through the years. One actual pinch-me second occurred final summer time in Ibiza. I met Salma Hayek one night and he or she stated she cherished the costume I used to be sporting, which led to a dialog about De La Vali. To my amazement, she requested for my quantity, and I used to be completely shocked when she referred to as the very subsequent day and got here into the shop. It felt utterly surreal.

Some of the magical issues is seeing somebody sporting a De La Vali costume out within the wild—particularly when it’s a complete stranger on an evening out. The sensation by no means will get previous.

(Picture credit score: courtesy de la vali)

The most important lesson I’ve discovered… Is to take heed to your personal instinct.

It’s been such an unbelievable yr for De La Vali. We’ve actually revitalised the model, bringing a contemporary power and a transparent imaginative and prescient that’s resonating globally. I believe the important thing has been staying laser-focused on our model imaginative and prescient, whereas being daring sufficient to evolve.

We didn’t simply tweak the model—we reimagined it with objective and power. That meant refining our storytelling, connecting extra deeply with our group, and creating experiences that really feel genuine and thrilling, each on-line and in-store. We’ve been intentional, fast-moving, and passionate, and that’s actually what’s pushed the momentum.

(Picture credit score: courtesy de la vali)

One of many largest highlights has been opening our London retailer. It was an enormous second for De La Vali—however truthfully, it seems like we’re simply getting began!

I am presently engaged on… The Spring/Summer time 2026 Luna assortment, that is impressed by the enduring Sixties supermodel Donyale Luna.

(Picture credit score: courtesy de la vali)

We’re actually enthusiastic about the opportunity of increasing into equipment and swimwear. They really feel like a pure evolution for De La Vali, and would permit us to increase our imaginative and prescient into extra facets of our buyer’s life-style. Swimwear feels particularly near our hearts given our roots in Ibiza. It’s one thing we’re enthusiastic about rigorously, figuring out how you can carry the identical spirit, confidence, and individuality our attire are recognized for into these new classes. There’s a lot potential, and we’re enthusiastic about the place it may take us.

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