CEO Ladislav Zdut is reviving a classic brand with a modern and practical twist.
Ladislav Zdut is bringing Nehera into the 21st century with his focus on comfort and fashion within the brand. (Photo by Evyn Bileri Banawoye)
In 2014, Slovak entrepreneur Ladislav Zdut revived Nehera, an iconic brand founded in 1930 Czechoslovakia. In its first incarnation, the brand helped revolutionize the ready-to-wear fashion industry before halting production during World War II. As current CEO, Zdut has made it his mission to retain the original brand, while bringing Nehera in the 21st century with a modern vision of sustainability.
Drawing inspiration from the archetype of the working woman, the brand aims to create a collection of quality pieces that can be worn anywhere. In a fashion world that is constantly trying to do more, Nehera tries to focus on timeless pieces and subtle luxury. Nehera’s Spring/Summer 2023 collection embraces the brand’s core message of “less is more.”
“The main themes of this collection are asymmetry, colors as carriers of emotion and versatility in style, based on our terrain of functional comfort, menswear tailoring and innovations,” said Zdut.
It was refreshing to witness a brand that prioritized comfort and fashion while also catering to the multifaceted needs of the modern woman. The silhouettes of each piece were supple and comfortable, yet elegant and graceful. Zdut demonstrated how Nehera blazers can be worn in the traditional way, or in a half-over-half style, showcasing the asymmetry of the piece and allowing freedom of movement.
“When we say functional comfort, we don’t necessarily mean too big a size,” Zdut said. “We take very sophisticated features from men’s fashion to enhance the features of Nehera women. For example, large armholes on jackets to improve functional comfort.”
Nehera’s collections expand the doors of womenswear with untypically structured menswear silhouettes, as well as her emphasis on creating realistic and practical pieces for her clients. What made this collection different from the previous ones it was the subtle but noticeable addition of new colors. Traditionally, the brand has stuck to a range of neutral tones, consisting of sage greens, creams and greys, but in this collection there were new pops of colour.
According to Zdut, the additions to Nehera’s color palette in this collection are part of his effort to build on Nehera’s previous incarnation. Wanting to add a splash of color to enhance the collection, Zdut drew on his belief that colors have emotional resonance.
“[We] including pumpkin orange, which brings the emotion of creativity, and yellow, energy carrier,” Zdut said.
Additionally, Nehera continues to make a conscious effort to be respectful of her surroundings. Zdut ensures sustainability and utility in all materials used and hopes to keep this at the forefront of the brand’s future vision.
“We would like to be a sustainable brand, in all important dimensions of the word, not just ecological,” Zdut said. “Of course, we would like to remain green, but also profitable and friendly to our surroundings, both environmentally and socially.”
Contact Zainab Rizvi at [email protected]
Source: news.google.com