sabukaru meets Paula Einfalt: A Universe Paved by Monster High
Paula Einfalt is an emerging Croatian designer based in Paris, after studying at Central Saint Martins for both undergraduate and Masters programs. Her intuitive application of layering textures and vibrant colors is masterful concoctions of non-disastrous clashes, but ornate ones that fuse the modern and olden era. This lies in her upbringing of finding deep emotional companionship with her fashion dolls; Bratz and Monster High that she’d sew clothing for until she was 17 years old. After determining to transcend her interest, she started designing clothing for herself. As an adult, she continues to weave the joy she felt in her childhood into her shared world of Paula Einfalt. “If you were to wear some of my garments, it becomes so personal to you and it’d be a part of your universe. In a way, I feel that I am creating puzzle pieces in order for your universe to be completed.”
Paula, you’re in Paris. How are you? Who are you in your own words?
Hello! Yes I’m in Paris, I recently moved 3 months ago from London. I quit my job, where I was working at McQueen for a year. And I decided to move to Paris because it is much cheaper, and there’s more opportunities. In London everything is more difficult, from Brexit to basic living costs.
The person that I am today stems deeply from my childhood and upbringing. My parents had a successful fashion empire in Croatia for the first 10 years of my life leading my parents to be preoccupied with work, and jealousy to fester in my peers.
The people in Croatia are very stunted in the way they think and dress, everyone wore the same white shirt , blue skinny jeans, and white sneakers where I was a pop of color and completely foreign to them. This resulted in me being quite lonely and having to create my own world. I did this through playing with dolls, particularly Bratz and Monster High. These dolls were my only friends and family.
Once I became older, my parents' brand came to an abrupt halt and suffered greatly from the 2008 economic collapse and went bankrupt. I was also forced to outgrow my childhood dolls and stop designing clothes for them. I decided to take a leap and become a creator of other worlds through fashion design for myself. I now hope that this universe of my making can enter into the lives of others through my designs.
Tell us about your brand: Paula Einfalt
When I think of my brand I analyze myself and what I feel the best in. I have come to realize that I am highly influenced by the textures and silhouettes of the 1920s and 1950s. The use of lace and feathers is something that truly speaks to me, I want to bring back historical references in my own way. I also feel that I have a specific skill of pairing patterns and colors that one might not think would work but in reality are in perfect symbiosis. My heart belongs in couture and I would like to create a modernized world of historical decadence.
Where do you operate your work from? Home, an atelier, etc.
I am currently a one woman operation with the occasional aid of a seamstress. I am looking for a good studio space in Paris but am creating out of my apartment at the moment. I’m fortunate that my mother still works in fashion in Croatia so, for the time being I have access to her small studio until I am able to find a space that is solely mine.
Which of your 5-6 bodily senses is your most refined one? And why?
I rely heavily on my eyes and hands for communication. In my youth I was diagnosed with learning disabilities, ADHD and Dyslexia. This meant that my way of interacting with the world differed from the typical person. I frequently get confused with simple things like where left and right is and have trouble conveying my thoughts through speech. When I am creating something with my hands such as sketching a design or draping fabric all of the aforementioned struggles disappear and I am no longer confused and I can perfectly communicate exactly what I mean.
Furthermore, when I look at the way colors of fabric work together, there are no words or letters to get tripped up on– the world of color and seeing the potential that others do not is something that is innate to me.
What are your inspirations behind a current project?
I am currently working on my second collection. This will be my first collection that is cultivated outside my previous supports at Central Saint Martins. Though I will no longer have the aid of my mentors, I will have the freedom to create solely what speaks to me without limitations. I will be taking inspiration from my previous designs but they will be more moody in tone. As of late I have been watching film and television from the 1920s and 1930s , Hercule Poirot, Joana Crawford, and Marion Morehouse have greatly inspired my current project.
How do you operate an appropriate discipline for deadlines, now that you have your own brand?
I am an incredibly impatient person meaning that once I know I have to do something I will not be able to rest until I have completed it. I begin working immediately regardless if I get it right or wrong. During my time in university my peers would take their time with each stitch and make sure that it was absolutely perfect– taking days, meanwhile at the same time I would remake the same garment 5 times until it is flawless. Because I am so impatient, I take on celebrity commissions, and work on my own collection simultaneously. I have to be incredibly organized and make sure that I am doing everything on my checklist, and will not rest until I am satisfied with my collection and will be delivering it very soon.
Share an area in which you believe you could improve.
I truly wish that I could allow myself the ability to rest. I am so envious when I see people sitting on the beach reading a book and relaxing. That is a capability that I do not possess. When I try to give myself a break I start to feel guilty. I know that I could be using my time more wisely by working on a project or creating something new.
Share something you love about your own mind!
One of my strongest qualities is that I am very stubborn. Though this may be frustrating for others it is what I love most about myself. There is nothing that can get in the way of me and what I want. It is crucial for designers to be a little delusional because if they do not believe in themselves and are certain without a doubt that they will be successful then all of their hard work and talent will take them nowhere.
What’s the next big goal in the world of Paula Einfalt?
I hope to one day be established enough to collaborate with Monster High Dolls. I still collect the dolls to this day and have the entire collection of their collaboration with OFF-WHITE and heard rumors of a collaboration with other well-known design houses. One day I will be one of those brands.
Interview by Mizu Matsuura @m.izu_
