Xenia Telunts, Breathing New Air to Fashion in the UK

The United Kingdom's fashion industry has been at the forefront of conscious clothing production and design, with names like Bethany Williams and Story Mfg leading the charge since the mid-2010s. While these powerhouses often dominate the media spotlight, smaller, equally significant brands can sometimes be overlooked. Xenia Telunts exemplifies this underrepresentation despite her noteworthy work. Xenia Telunts' design journey began at the London College of Fashion, leading her to intern at J.W. Anderson's atelier and work in visual merchandising for the British brand YMC. After graduating, Telunts freelanced before officially launching her namesake label in 2017.

© Xenia Telunts

Telunts' designs are characterized by a minimalist aesthetic emphasizing functionality, sustainability, and gender fluidity. The brand's commitment to environmental responsibility is evident in using natural fibers, undyed wool, and recycled materials. A key aspect of the brand is its knitwear, which draws inspiration from traditional Aran sweaters, adding a rich layer of cultural heritage to her brand. By integrating elements of traditional UK fashion, Telunts preserves the legacy of British design and elevates it through her sustainable practices. She brings UK-designed and UK-made clothing into the spotlight, providing a brilliant example of heritage-inspired sustainability in the modern fashion industry.