Earlier this month, founder Joanna Dai had the opportunity to be interviewed by British Style Society.

We love sharing insights to the creative industry incorporating all aspects of design and innovation. Recently Editor Natasha had the pleasure to talk to Joanna Dai, founder of fashion label DAI on her inspirations and advice on entering a creative career.

 

Founder Joanna’s vision is to offer women the perfect blend of style, function, quality and value. The fashion label DAI represents performance wear for the professional woman with smart, technical fabrics blended with elegant tailoring and modern design.

 

Joanna, please give us a little insight into your creative background.

 

I didn’t take the traditional path to becoming a creative as in, while most creatives studied the arts in university, I studied engineering and subsequently had an 8-year career in investment banking. My mom now shows me my childhood art projects which I had forgotten about, and they show I could draw and had a point of view. When I left banking, I rediscovered drawing which led to a series of watercolour paintings of everyday things and travels. From there, I studied fashion design and pattern-making at London College of Fashion which taught me there are no boundaries for creative design and gave me the foundations for tailoring, style lines and dart manipulations.

Read the full interview here.