Normalising Chronic Skin Conditions Through Holistic Design + [Professional Member Highlight]

Joanna Blein Saturday, 1 August 2020

Joanna Blein, founder of Feel Good Couture™ and eczema skin warrior, joined us to explain the effect that clothing has on those suffering from chronic skin conditions. After another hospitalisation, Joanna's 40 years of experience with severe eczema led her to finally take the plunge and launch a lifestyle brand that would assess the needs of other skin warriors alongside her own. Aiming to normalise skin conditions, while increasing confidence and wellbeing through stylish yet comfortable designs, Joanna's business is genuinely bringing something new to market - it was not being able to find it aged 15, that got her juices flowing in the first place.

Tuck in to raise your awareness on a little discussed topic, and increase your knowledge in researching sympathetically for such a business.


In this lesson you will learn:

  • What eczema is, and why "normal" clothing affects those with this skin condition
  • Affects on the skin from chemicals, metals, trims, and how to design out these flaws
  • Steps towards creating a focus group or market research with sensitive communities
  • What it is like working with a start up all-round fabric manufacturer and producer
  • The benefits of Pyratex fabrics on those suffering from skin conditions
  • Stories on experience with crowdfunding, and dealing with delays
  • What the difference between a fashion and a lifestyle brand is, and the importance of negotiating these semantics
  • Advice on practical consumption, and designing with longevity for health in mind
  • Benefits of being a Professional Member



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    with Stephanie Steele
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    Underwear and lingerie is inherently personal, with markets across the board for functional or sexy, eco and quick. In this session we want to dive deeper into how underwear and lingerie can affect our mood, how sales have changed over lockdown and specifically how you go about launching a sustainable or ethical underwear and lingerie brand.

    This live panel discussion first aired on 18th May 2020, 7-8pm.

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    [Header image: shoot from Organic Basics]

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