Product and UX Lead

Movinun

Designed by humans, approved by Earth.

Movinun

Designed
by humans, approved
by Earth.

Movinun began as a personal project, creating unique, one-off fashion pieces.

This case study explores the brand's evolution from its inception to its pivot during the COVID-19 pandemic, highlighting its journey through challenges and innovations.

➞ Design Director

2016 - present

➞ Design Director

2016 - present

As the founder and lead designer, I managed all aspects of the brand from design to business strategy.

➞ The Challenge:

In a market crowded with fast fashion, Movinun wanted to carve out a niche by focusing on sustainable practices, setting itself apart from competitors.

However we soon realised, sustainability in itself is not a niche that would drive demand.

➞ Process:

Integrated sustainable practices into every stage of the product lifecycle.
Pivoted the brand during COVID-19 to focus on timeless pieces with hand-made and vintage elements.
Emphasised the brand's activist stance on human rights and climate action.

➞ Results:

Established a unique brand identity in the sustainable fashion market.
Successfully navigated the brand through the pandemic by adapting the product line and business model.

Phase 1: Initial Concept and Market Entry

How we started?

The brand started with bespoke pieces designed for personal use, quickly garnering enough demand to consider a broader market approach.

Target Audience:

The brand resonated with young creatives seeking statement pieces with meaning and uniqueness.

How we started?

The brand started with bespoke pieces designed for personal use, quickly garnering enough demand to consider a broader market approach.

Target Audience:

The brand resonated with young creatives seeking statement pieces with meaning and uniqueness.

Bespoke

Pieces

What?

For?

Young

Creatives

Phase 2: Growth and Expansion

Market Challenges:

Despite success in international markets, the high price points were not sustainable in the Slovenian market, where the brand originated.

Retail Expansion:

The brand's expansion into European markets was a strategic move to cater to an audience that appreciated and could afford the unique value of Movinun's designs.

Early Success:

Movinun's unique designs found their initial success at the Berlin Fashion Week, leading to the brand's first retail partnerships in Belgium, Germany, Austria, Netherlands and Poland.

Market Challenges:

Despite success in international markets, the high price points were not sustainable in the Slovenian market, where the brand originated.

Retail Expansion:

The brand's expansion into European markets was a strategic move to cater to an audience that appreciated and could afford the unique value of Movinun's designs.

Early Success:

Movinun's unique designs found their initial success at the Berlin Fashion Week, leading to the brand's first retail partnerships in Belgium, Germany, Austria, Netherlands and Poland.

Price Point

Challenge?

Opportunity?

European Markets

Phase 2: Growth and Expansion

Opportunity?

European Markets

Price Point

Challenge?

Phase 3: Pivoting During the Pandemic

Impact of COVID-19:

The pandemic posed significant challenges, making it difficult to sustain the business in its existing form.

Strategic Pivot:

In response, Movinun shifted its focus to creating timeless, cherished pieces, integrating luxury with sentimental value.

Innovative Design Approach:

The pivot included incorporating hand-made details and vintage elements, such as lace and buttons from heirloom garments, to craft unique, emotionally resonant clothing.

Impact of COVID-19:

The pandemic posed significant challenges, making it difficult to sustain the business in its existing form.

Strategic Pivot:

In response, Movinun shifted its focus to creating timeless, cherished pieces, integrating luxury with sentimental value.

Innovative Design Approach:

The pivot included incorporating hand-made details and vintage elements, such as lace and buttons from heirloom garments, to craft unique, emotionally resonant clothing.

Impact of COVID-19:

The pandemic posed significant challenges, making it difficult to sustain the business in its existing form.

Strategic Pivot:

In response, Movinun shifted its focus to creating timeless, cherished pieces, integrating luxury with sentimental value.

Innovative Design Approach:

The pivot included incorporating hand-made details and vintage elements, such as lace and buttons from heirloom garments, to craft unique, emotionally resonant clothing.

Go to movinun.com

How we started?

The brand started with bespoke pieces designed for personal use, quickly garnering enough demand to consider a broader market approach.

Target Audience:

The brand resonated with young creatives seeking statement pieces with meaning and uniqueness.

Bespoke

Pieces

What?

For?

Young

Creatives

Phase 1: Initial Concept and Market Entry

market research

bespoke pieces

Slovenia

market research

bespoke pieces

Slovenia

Founded

2016

product-market fit

3 retailers/2 countries

product-market fit

3 retailers/2 countries

Debut at Berlin FW

Berlin FW

2017

8 retailers/5 countries

profit: not yet sustainable

8 retailers/5 countries

profit: not yet sustainable

Continue shows in Berlin

2019

5 retailers/2 countries

2 collections per year

5 retailers/2 countries

2 collections per year

Continue shows in Berlin

2018

Strategic Pivot

Going back to bespoke

Strategic Pivot

Going back to bespoke

Covid-19

2020

Want to work with me?

Let's connect!

Yes, let's connect

Movinun

Designed by humans, approved by Earth.

Movinun

Designedby humans, approvedby Earth.

Phase 1: Initial Concept and Market Entry

Phase 1: Initial Concept and Market Entry

Phase 2: Growth and Expansion

Phase 2: Growth and Expansion

Phase 3: Pivoting During the Pandemic

Phase 1: Initial Concept and Market Entry

Designed
by humans, approved
by Earth.