Fashion, Instagram & authenicity. Here’s how NY brand Timo Weiland uses Instagram to give a behind-the-scenes insight into the life of the design studio
Fashion and the social media age. This 3-part series looks at the key designers successfully embracing new mediums as part of their creative process.
Today for the final part of the series, our WGSN contributor and former digital editorial director for Nylon.com, Liza Darwin meets the designer behind New York based Womens and Menswear brand Timo Weiland.
Timo Weiland first dipped into design way back in 2006 with his wallet brand, simply titled TIMO! The Nebraska native isn’t new at the fashion game, but within the past several years this New York designer has steadily expanded his eponymous accessories line into both complete menswear and womenswear collections—not to mention, collaborations with the likes of Banana Republic and Anthropologie.
Weiland, alongside the clothing brand’s co-founders Alan Eckstein and Donna Kang, has participated in the CFDA’s prestigious incubator program, been a finalist for the Woolmark prize, and picked up a posse of cool girls (and guys) along the way.
Whether it’s the denim “Sophie” tank top (inspired by close friend and fashion photographer Sophie Elgort) or the cult favourite Coconut sweater (featuring an image of Eckstein’s dachshund), each of Timo Weiland’s pieces comes injected with an effortless originality. As Eckstein explained of the brand’s aesthetic to V Magazine, “Creating clothing is always trying to create something that’s your ideal self, so I think that’s a really interesting place to start. Like, what would you wear on, say, a time with your girlfriend? What would you wear with your boyfriend? What would you wear to look your best—and not [necessarily] to look the fanciest but look your coolest?”
Timo Weiland the brand is rooted in a quirky downtown vibe, and this same philosophy applies to the company’ social media presence as well. You don’t have to scroll far to see how its Instagram account complements this off-the-cuff persona. “Our Instagram is a reflection of the brand lifestyle,” Eckstein says. “As well as showcasing product, we aim to give a behind-the-scenes insight into the life of the design studio and the whole creative process.”
And when it comes to what’s OK and not OK to post, there are no hard and fast rules. Eckstein continues, “As far as strategy, we have a general voice and parameters we keep within, however we like to keep our posts pretty spontaneous.”
Just take it from Weiland himself, who cites New York City as the brand’s biggest inspiration. “We are constantly inspired by the dynamic world around us—New York City not only as our home, but as our ongoing muse.”
The Timo Weiland Instagram account explained:
“This shot was taken at the sewing station in our new Greenpoint HQ.”
📸 2nd shoot of the week in our photo studio! This time w/ the beautiful @spidermanmovie star ❤️ A photo posted by Timo Weiland (@timoweiland) on
Utilizing the photo studio area of our new HQ in Greenpoint, Brooklyn.
Lovely snap of the three of us from our TW with Banana Republic launch cocktail party in the spring.
This is the final profile in a three-article series examining the impact of social media on the fashion world. Be sure to read the additional profiles on Area and Beaufille that offer a look at how each designer is embracing social media in their own innovative and inspiring way.