During my first months in fashion school, I often wondered if I even belonged there. I almost convinced myself that I wasn’t creative enough to be a designer. Luckily, that belief didn’t stay with me for long. Over time, I found confidence in my own way of thinking — and now I want to share what I learned from that journey.

But let’s start at the beginning.

How did I end up in fashion school?

My path to fashion wasn’t the typical one. I didn’t grow up watching runway shows or reading my mom’s fashion magazines. What I did love, though, was trying different kinds of arts and crafts. Sewing was just another one of them.

So instead of discovering fashion through big designers or glamour, I got to know it from the technical side — how garments are constructed, how materials behave, and how design choices affect both beauty and functionality. I mostly sewed everyday clothes that I could actually wear. Only once did I create a small “collection” that was more of a showpiece than something to wear.

Preparing my university admission project was the first time I went through an actual design process — though I didn’t know that’s what it was back then. I remember wanting to get everything just right. My biggest challenge? Drawing. I had never been good at it, and even a few months of sketching classes didn’t really change that.

When I got accepted to study Fashion Design, it felt like a dream come true. But during those first months, I started to feel different from most of my classmates. They had big, artistic ideas. Their sketchbooks were filled with beautiful illustrations and bold concepts. I, on the other hand, was more practical. I focused on making sure each idea had a clear concept, structure, and execution.

I realised that my strengths lay elsewhere — in research, conceptual thinking, writing, and understanding how garments are actually made. Over time, I learned to see this as a strength rather than a weakness.

Eventually, I discovered the difference between fashion as art and commercial fashion — and that my way of designing belonged firmly to the second group. At first, that realization didn’t make me feel any better. But later on, I understood its real value: commercial awareness.

What Is Commercial Awareness — and Why Does It Matter?

For many, the artistic side of fashion is the most exciting — the catwalks, editorials, red carpets. But in reality, most of the industry isn’t about that. It’s about designing clothes that serve people in their everyday lives.

That’s where commercial awareness comes in.

It’s the understanding that design doesn’t end with creativity — it needs to connect with real people and their needs. It means recognising that your designs must sell, that they must fit into someone’s lifestyle and preferences. It’s not about abandoning your creative vision, but about aligning it with what your audience actually wants.

Commercial awareness is about knowing your target audience, understanding the market, and having an eye for trends. It’s the bridge between creativity and purpose.

And that’s what I call Design Foundations.

In this section, I won’t teach you how to draw stunning fashion illustrations (I still can’t make those myself). Instead, I’ll focus on how to build a strong concept, define your value proposition, and identify your target group — everything you need to turn your creative vision into a commercial success.

Looking back, what once felt like a weakness turned out to be my greatest asset. Creativity takes many forms — and mine lies in connecting vision with purpose. If you’ve ever felt “not creative enough,” remember that design isn’t only about aesthetics. It’s about understanding, problem-solving, and creating something that truly serves people. That’s where meaningful fashion begins.