Why Emily Ratajkowski, Bella Hadid adore season-less fashion brand Orseund Iris

How did you come up with the idea to launch a brand on social media? “I studied fashion at FIT [the Fashion Institute of Technology, in New York] for four years but so much of my experience lies in lifestyle. As soon as I left school in 2014, I was hustling and worked in various areas including graphic design, art direction and photography.

“One of my clients was a denim brand from China who hired me to create content for its social media. I knew how important content was and how you could create a brand around it. The real catalyst though was my mom – she pushed me to stop working for others and focus on launching my own collection.”

Why a season-less model? “Like most new brands, we followed the usual fashion calendar and started to approach retailers and buyers. I realised no one cared and it was so disappointing. That’s when I saw social media as a good opportunity. I started from scratch and focused on designing one style, the Le Funk, a silk bowler’s shirt which is still a bestseller. I was obsessed with making sure every detail on this one piece was perfect. We launched it and it blew up.

“I realised that I thrived when I focused on one design at a time, like an artist. It also helped build our following – we launched with 1,000 followers and now we have more than 200,000.”

How do you design your collections? “Initially I didn’t have much money, so it was too risky to make something no one would buy. I would test an idea on social media first and wait for feedback. Vintage is also a big source of inspiration as people always come back to it. I believe in slow fashion. If the style is still selling, we keep it; but if it has had its time, we can archive it. We now do five mini drops a year – with about five pieces each time.”