MAKE IT DIFFERENT - Interview with Mirjam Smend!
Hi Mirjam, many people already know you, but please be so kind and introduce yourself.
With a CV as varied as mine, that's not so easy. Maybe like this: I am a fair fashion enthusiast and game changer. Almost five years ago, I decided to no longer make my skills available to conventional fashion, but to make my voice, my energy, my XL network available to sustainable fashion. As a blogger, donor, Fashion Revolution Ambassador and as the founder of the GREENSTYLE munich fair & conference, which we expanded into the "home of sustainable fashion" during the lockdown.
How did you come up with the idea of founding Greenstyle? Was there an "enlightenment in the shower" moment?
I never had the plan to develop a trade fair and conference format. I am a journalist with a new mission. To get even more people excited about sustainable fashion, I wanted to organize a pop-up event and show the great eco brands that I usually write about. The interest from the brands was so great that a few months later we held the 1st edition of GREENSTYLE in the Haus der Kunst with over 30 exhibitors and a two-day conference format.
We think the concept that Greenstyle is many things at once (conference, trade fair, shopping, happening, place to be) is great. Was that the strategy from the beginning?
We wanted to get consumers excited about sustainable fashion. To do this, we first had to create access, as the large trade fairs like NEONYT are reserved for trade visitors. In other words: consumer trade fair. However, we didn't just want to promote a different type of consumption, we wanted to put the topic into a context - hence the conference. And because sustainable fashion not only feels better, but is also a lot of fun, it was clear that it had to be a happening. So we started the 1st edition and the concept was well received.
We (Susanne and Julia) met through Greenstyle. Which exciting people have you met at your trade fair / who were you most pleased with?
The 2.5 days of the event are still like a tunnel experience of adrenaline, excitement and exhaustion for me after months of preparation. To be honest, I can't remember all the people I spoke to. But one person definitely stuck in my mind. Susanne Barta attended all the conference slots at the 2nd edition and spoke to me on the last day. This not only led to a wonderful friendship. Susanne Barta writes texts for GREENSTYLE, moderates many of our topics, gave us access to biolife as an Innsbruck resident living in Bolzano and has become part of the GREENSTYLE family.
I received compliments from my 14 (!) year old daughters and my mother-in-law.
Could you say something about our red pants? If possible, something nice :)
Honestly? Red isn't even one of my favorite colors. But:
- I put it on and it fit perfectly
- She became a part of me within a split second
- She is so wonderfully feminine
- We should all bring a little more color into our lives and
- This is almost the most important point: I received compliments from my 14 (!) year-old daughters and my mother-in-law (in whose studio we took the photos).
Do you want to know more? Then take a look at @mygreenstylecom when you get the chance.
You work together with your husband. We imagine that this is difficult, especially in Corona times. How does it work for you?
It's no more difficult now than it was "before". No, just kidding. We've been working from home for over two years. Together. Each with his own head. Sparks fly. But honestly? I don't know who it would work better with. We're a great team (warning: that was a declaration of love!).
Disruptions like these are the catalyst for change.
Is there anything that you consider positive that could only have come about as a result of the changes during the Corona period?
During the lockdown, we all slowed down quite a bit. People had more time to think. Solidarity was a word that hadn't been heard for a long time. Development was going in the right direction. But honestly? We could all have made more of it. Disruptions like this are the catalyst for change. But at least: the supply chain law is finally coming (the situation in Bangladesh & Co. is hardly getting any worse) and all the small eco brands that we always work with have almost all survived the crisis. Not easy, but at least. We're just carrying on.
What do you think about transparent supply chains? Are you following the debate in the Bundestag? Do you think it is important that a legal framework is created here?
Transparent supply chains are the be-all and end-all. And the law is long overdue. Voluntary action has unfortunately not worked. It is hard to imagine how easily many companies ignore their responsibility. Why should I care what happens abroad? If our fundamental human rights were protected by voluntary action, we would all be up in arms!
Do you already have plans for the next Greenstyle? When is it again?
At the beginning of November we will be going to the biolife in Bolzano again with a small version of GREENSTYLE. This will (hopefully) be our step back into the analogue world. As organizers we have been hit pretty hard. Another co-op is planned for the end of November and in March - if circumstances allow - we want to do a real GREENSTYLE again.
