Jaida The Creator is a multidisciplinary artist pushing the boundaries of fashion, videography, and production. Her work embraces repurposing, recycling, and multifunctionality, setting the stage for a future where fashion and sustainability merge seamlessly.
Her label Sanctuaire emphasise individuality, offering fully custom garments tailored to the wearer’s precise measurements. This approach challenges the impersonal nature of mass-produced fashion, encouraging people to connect more meaningfully with the pieces they wear.
Jaida’s fluid journey across creative fields reflects her desire to explore as many mediums as possible, viewing each discipline as a way to tell new stories. We delve into her creative process, design philosophy, and how she navigates the intersection of art and fashion to shape a more conscious world.
Looking back, were you always drawn to fashion and creative fields like videography and production, or did your interests evolve over time?
It has always been something creative. I used to write and illustrate my own books when I was very young, then slowly my interest in videography came after watching music videos. I went on to study which lead me into photography, then modelling, then styling until I became interested in making clothes which prompted me to study. 5 years later I’ve been doing a bit of everything - I think at my core I am just an artist exploring as many mediums as possible to express myself.
Sanctuaire emphasises fostering connections to self, community, and the environment. How does this philosophy influence your design process and the story you aim to tell through your work?
By utilising human centred design principles while designing and putting problems we face with clothing at the forefront, for example - fit. Due to mass manufacturing clothing has become impersonal. By considering this I opened up fully custom orders in which a customer provides me with their measurements and I make the garment exactly to their precise size. This brings the wearer closer to their clothing as it is made specifically for them. This is one example of the approach I am taking with design. Being mindful of who will interact with the final product always helps to inform the process.
We love that you designed and created the pieces worn in our shoot. Can you share the inspiration behind the pieces and the creative process that brought them to life?
As much as designing for others is very important, I find when I make pieces for myself, I make some of my best work. It’s pretty obvious, but for texture and colour I tend to draw inspiration from nature. If I see a material that reminds me of a natural landscape in anyway, I gravitate toward that. And then for fit, I really just follow my inner compass as I usually free hand my patterns.
Your work challenges the boundaries of what’s expected in both fashion and art in a way that’s uniquely yours. How important is it for you to carve out your own lane rather than follow traditional industry pathways?
The only thing constant is change, therefore as a species we have to be adaptable. We cannot continue to use outdated systems and expect new breakthroughs, this goes for every industry especially fashion and art right now. Not to mention, no two artists or designers have had the same journey. Sure you can use someone else’s story as a loose guideline, but your path is your path only, there are no set steps to success and you also get to decide what success is to you, that’s so special.
Sustainable fashion is a growing movement, but your approach feels distinct with your use of experimental production methods. How do you see the future of fashion in terms of sustainability and innovation especially in streetwear and high fashion?
Consumerism is at an all time high, I think we are reaching a critical threshold in the fashion industry. There are more than enough garments and textiles in the world to create a sustainable life cycle with, the future is very much about repurposing and recycling. Bio materials will play a big part in this too, however drastic action needs to be put in place.
In terms of design, I see a big focus on multifunctionality. Jackets that turn into bags, pants that turn into shorts.
What are your hopes for the future? Are there any new mediums or industries you’d like to explore or dream collaborations and campaigns that you would like to bring to life?
There are so many things I am yet to learn and experience, but I hope to do as many things as I can. I would love to learn about perfumery, jewellery making, explore ancient historic sites, direct a short film, develop a shoe, the list goes on. Most importantly to me, is to contribute in my own small way to bettering us as a species, whether that be developing and implementing new systems in the creative industry or simply inspiring or leading by example to follow your passion, follow what brings you freedom and hope. Sounds lame but it’s real.
