Chloé Julian
Designer & Founder — Videris
Designer and founder of Videris, Chloé Julian created lingerie with intention, lingerie for everyday wellbeing. Made from natural and sustainable fabric, designed for comfort and support - Videris moves with you.
There is beauty in everyday, there is beauty in Videris lingerie.
Hi Chloe, can you tell us a little something about you and your life pre-Videris? Where is home now?
I live in Auckland, New Zealand now after spending a few years in London. I grew up in Hamilton, New Zealand and Tonga.
I studied Fashion at Massey University. I had already studied for 3 years and earned a Biomedical science degree, when I decided to switch and pursue fashion. I completed a 2 year diploma, it was a really practical degree and I learnt how to do everything. My University tutors put me forward for a graduate position at Bendon Lingerie as we had done a lingerie module which I loved. Back then Bendon had a really strong Design Manager who wanted to foster and train new talent so I was lucky to gain a position and learn how to pattern cut and construct a bra, working with the sample machinists on first prototypes. She also gave me the lead designer role for Stella McCartney Lingerie a few years later. Since then I have become specialised in lingerie, I really like the technical aspect, when I am sketching I am thinking about how the pattern will be go together, this really informs my aesthetic which is to design something that looks simple and effortless but actually has clever pattern cutting or design features to ensure it is functional.
What inspired you to start Videris?
Doing something with intention is important to me. It had never been a plan of mine to start my own lingerie brand but after 15 years designing lingerie, with hundreds of bras in my drawer, I realised I didn’t own anything I wanted to wear. As a lingerie designer, I want to wear something every day that is not only well designed but also looks good with ultimate comfort. I don't think one of these should exclude the other. So I guess I designed Videris with myself in mind, and I am a Videris customer.
After finishing my last role at Savage X Fenty, which was extremely stressful, I had to give myself space to re-energise and took a break for the first time in my career. I was making more mindful and sustainable choices in my clothing, choosing natural fibres or organic options but realised that I hadn’t extended this thought process to my underwear which is worn directly against our skin on the most intimate parts of our body. The majority of my lingerie draw was made from lace, tulle, and mesh which are all plastic-based fabrics; polyester and polyamide.
I had already moved on from wearing a wire, but at that time most soft cup bras available were quite basic. They didn't have the same consideration regarding the structure and fit that a wired product has, shortcuts are taken in the componentry needed to give support because these are seen as cheaper items. The pretty ones are flimsy, delicate, and unsupportive. And the supportive styles can be quite juvenile and sporty - pull over your head with no underband or strap adjustment, missing important design elements that allow you to fit a bra to your individual body shape.
I knew there was space for consciously made soft cup bras that moved with the body, rather than constricting it. Also a big motivation was to incorporate principles of colour therapy to send a message of intent to wearers (for a boost in creativity you’d opt for violet, and green for emotional balance). I wanted to disrupt the traditional lingerie paradigm from portraying ‘how I am seen’ and ‘how I see myself ‘to instead asking ‘how do I feel’ and ‘how do I want to feel?’
“I wanted to disrupt the traditional lingerie paradigm from portraying ‘how I am seen’ and ‘how I see myself ‘to instead asking ‘how do I feel’ and ‘how do I want to feel?’”
Incorporating sustainable, nontoxic fabrics is a big part of your design process. Was it challenging to find the right supplier and manufacturers?
I spent months researching fabrics. I looked at organic cotton, hemp, bamboo and various blends of fibres, in the end TENCEL™made the most sense. Not only does TENCEL™ feel soft against your skin, it also gives you the chance to breathe.
TENCEL™ is a soft breathable, natural fibre made using sustainability-sourced wood pulp. These botanic fibres are created from renewable wood sourced from natural forests and sustainably managed plantations within Austria and neighbouring countries. The environmentally responsible closed loop production process transforms wood pulp into cellulosic fibers with high resource efficiency and low ecological impact. The process recycles water and recovers more than 99% of solvents used.
Our lingerie is manufactured in a factory in Sri Lanka that I personally visited and selected not only for their conscious manufacturing and high ethical standards of employee welfare, but also for the support they offer to their local community. Initiatives include regular financial contributions to improve medical care in the local hospitals.
Sri Lanka is well known for their high end lingerie manufacturing, plus it is also a great place to visit with the nicest people. In the old normal I would visit the factory every time a new order was on the production line, obviously this has not been possible for a while and I find it really challenging. I love being in the factory environment and there really is no substitute for being on the floor when your product is on the line. Without being able to be there presently, it’s even more critical that we are partnered with a responsible manufacturer that I trust.
Instagram has become a fairly important part of most businesses. How do you navigate this space? Do you have an Instagram strategy?
We don't really have a strategy to be honest. We are all about organic and natural so I suppose if anything that would be our strategy. Also we are staunch believers in body positivity and natural silhouettes so our Instagram feed features real, untouched bodies of all shapes and sizes.
We are forever grateful when others on Instagram share images of our lingerie and we always check that creators are happy for us to share their imagery before we post.
How do you market your brand to consumers and reach out to editors and creators?
We work with a lovely PR agency to manage press relations and send new collections out to the editors and creators. It is so important to work with others that understand your brand, especially as a new brand, Lomas Kerr PR completely get my vision and ethos and have launched Videris with such thought and consideration . I believe the best marketing is word of mouth so I do my very best to make sure customer service is on point. We also regularly shoot our lingerie to make sure the collections look fresh.
What advice would you give to a young designer or entrepreneur starting off?
Know that everything happens for a reason - good or bad. And trust that in hindsight some of the worst times have actually led to opportunities and a chance to become more innovative and creative. I know from past experience that I am likely to look back on the situation and realise that it was a necessary period to go through. Try to recognise what's serving you and what‘s not. After many lessons learnt I am much at letting things go and focusing on the things that matter most.
Also learn to trust your intuition. As a designer, I am constantly creating newness which often means justifying why something is better than something that already exists, but if you don’t believe in yourself no one else will.
“I know from past experience that I am likely to look back on the situation and realise that it was a necessary period to go through. Try to recognise what’s serving you and what‘s not. After many lessons learnt I am much at letting things go and focusing on the things that matter most.”
What music are you listening to?
My current playlist on rotation features SAULT, Maribou State and Flying Lotus. We always listen to music in our home in the morning when the family is getting ready and when i'm working so I am constantly making playlists, this one has a fun vibe that gets you moving.
What are you reading?
I am almost finished reading Hamnet, by Maggie O’Farrell. It is quite an emotionally devastating read especially as someone with a young baby. It is a fictionalized account of the story behind Shakespeare's play Hamlet which was inspired by the death of his son who died at age 11 from the plague. It’s so fascinating that we know so little about the life of someone so well known for his work compared to today’s appetite to know the private lives of absolutely everyone.
What are your favourite movies?
Anything directed by Wes Anderson - I’m a big fan.
What are your favourite places in the city?
I’m lucky that I live in Point Chev and in such close proximity to great coffee (Daily Bread), great pizza ( Francescas), great natural wine ( Point Chev Organic Wines), a lovely beach, loads of parks and even a zoo.
On skincare routine :
In the morning I cleanse with Eve Lom and recently I have started using the Emma Lewisham skincare products, their spf face cream is the best. I also use Aleph makeup products as I like quite a minimal natural look. In the evening I cleanse with Eve Lom and use a mix of Emma Lewisham and Sans Ceuticals products.
On haircare routine :
My hair is quite long and straight and I do very little to it after washing and prefer a messy look. For years I didn’t even own a hair brush but now I do and brush it about twice a week. I don’t dye it so it can get a little oily. I use Botaniq Cleansing Powder - This is a plant based dry shampoo and is the best to get rid of any excess oil and also gives a little messy volume which I quite like.
Bedside essentials for a good night’s sleep :
Kindle and crochet set - before bed to help me unwind I’ll either read or crochet
New Era Tissue Salt No.6 Kali Phos - known as ‘nature's relaxer’ as it supports feelings of calm and wellbeing. I take these if I feel like my mind is unsettled.
Videris sleep mask - its super soft and provides the ultimate comfort during sleep
Zanzibar plant - helps to purify the air
Aesop room spray - makes the room smell heavenly
Other essentials are lip balm and water .
Interview — Zeenat Wilkinson
Photography — Supplied by Chloé Julian
