Designing a Life: Turet Knuefermann Reflects on 20 Years in Fashion
Creative Direction: Osborne Shiwan – Photographer: Danilo David – Model: Petra Leary
Two decades into her label, Turet Knuefermann is not interested in fashion as noise. Her world is built far more quietly, in fittings where women exhale, in conversations about real lives rather than trends, in the small daily decisions that slowly add up to a kind of armour. Her brand has grown largely through word of mouth, one woman recommending another, proof that what she is really designing is trust as much as clothing.
When she looks back, the milestones that stand out are not the obvious ones. It is the tough conversations, the tax meetings, the late nights before a show, the courage to open her own store and curate pieces directly for the women she was getting to know. Each challenge has been a lesson in resilience and a reminder of how “colourful” life can be when work and pleasure blur into the same thing. For Turet, the store became a living studio, a place to listen, to solve problems and to see how her clients actually move through their days.
Her collections now carry that lived-in wisdom. The silhouettes are more refined, the design more assured, but the core feeling has not changed: femininity, quality, ease and a quiet confidence that does not need a spotlight. Beneath it all is a very personal philosophy about beauty, grounded in authenticity, strength and self-acceptance. As she marks 20 years in business, we sat down with Turet to talk about the real work behind KNUEFERMANN, the relationships that have sustained it, the legacy she hopes to leave for the women who wear her clothes and the next generation who are watching.
Twenty years on, when you look back at the arc of your career – from those first sketches to where your label stands today – what moments feel most defining, and what do they reveal about who you’ve become?
Looking back over 20 years, there have been so many defining moments because of the vast lessons that come with the variety of challenges that every entrepreneur faces – from taxes to putting together a show, navigating systems and aspiring to consistently improve. Every small challenge successfully overcome feels like a moment and a journey: each experience taught me about resilience, but mostly feeling privileged to have such a colourful life filled with getting to see the world and gain amazing friendships. These moments reveal my growth as both a designer and a person – instilling in me a deep appreciation for the journey and the unwavering support from my wonderful clientele and people I have been able to work with along the way. Opening the store gave me the freedom to curate items with and for the people I meet and get to know. To provide solutions and gain such an insight into how people live, and to share, is truly special.
Every designer evolves. How has your creative process – and what inspires you – shifted as your life, brand, and responsibilities have grown?
Over the years, my creative process has become more collaborative. It has always incorporated thoughtful consideration of sustainability and the needs of my clients to encompass narratives of strength and femininity; however, as I have had more growth, I have had more opportunity to diversify my product range and work with experts in their respective fields to develop and improve what we craft.
Was there ever a moment you almost walked away? What helped you find your footing again when things felt uncertain or overwhelming?
I am constantly evaluating, and with becoming a mum, it made me question where I need to be… However, I realise every time that this is where I want to be and I feel it is the biggest privilege to be allowed to share so many great relationships and learn together in this way.
Your collections carry a sense of quiet confidence – timeless yet unmistakably modern. How do you balance intuition with discipline when you’re creating something new?
Creating a collection involves both intuition and discipline. I approach each project with a sense of playfulness, yet I also establish a framework to guide my ideas in that they need to provide a solution for my customer. This balance allows creativity to flourish while ensuring that the final pieces resonate with my brand’s ethos of confident modernity. My clientele is forward-thinking, busy and modern in the way they live, so what I create is always a reflection of the time we live in and the stage of life in which the customers I have been serving are at.
Fashion can be deeply emotional work. What role does beauty play in your daily practice? Is it a pursuit, a philosophy, or something you stumble upon in the process?
Beauty lies in the eyes of the beholder…. as cheesy as it sounds, and transcends aesthetics. What we find beautiful shifts dramatically throughout our lives and is also heavily influenced by our upbringing and environment. For me, beauty is in uniqueness, simplicity and the calm. Things or people who have a strong sense of self – often self-acceptance or strength. For me, beauty comes from authenticity and is often raw and unworked.
Yes, it’s a pursuit… to encourage the craft of design and surround myself more and more with beauty, be it nature, architecture or music, as well as fashion and what we choose to wear. The philosophy: to make considered decisions, from how we live to what we choose in every aspect of our lives. It’s a philosophy rooted in creating garments that empower women. My daily practice involves surrounding myself with inspiring details, whether in nature or art, which fuels my desire to bring beauty into the lives of my clients.
Many creative leaders describe their work as a kind of dialogue with fabric, form, and feeling. What does that inner dialogue sound like for you today, compared to twenty years ago?
I think the dialogue hasn’t changed, but because I have, what is produced has become more classic. The essence of what creates this feeling is the same today as when I started: feminine, quality fabrics, but I like to think it is more refined now, a little more secure.
Leading a creative business demands both artistry and acumen. What have you learned about leadership – especially as a woman – over two decades of building something that lasts?
Not every opportunity is a good one. Stick to your knitting and do what you love. Every day. Consistency. Small amounts add up to a lot in every respect.
As your team and influence have expanded, how do you nurture creativity and inclusion while keeping the business grounded in its founding values?
As our team grows, I prioritise open communication and encourage diverse perspectives. Staying grounded in our founding values – honesty, quality and support – reminds us why we began this journey and helps maintain our creative spirit. I love to find the uniqueness in everyone and teaming with those who have complementary talents.
Over two decades, you’ve navigated both fashion’s glamour and its grit. What has leadership looked like for you behind the scenes, especially as a creative founder balancing artistry with business realities?
Behind the scenes, leadership looks like a constant balancing act. I strive to nurture a creative atmosphere while maintaining laser focus on business realities. The grit of the industry teaches me that resilience is as critical as creativity. However, I have never thought of myself as a leader, and I prefer to work with people who take the initiative to see what is possible and take action in this direction. I have been lucky enough to have become surrounded by such incredible people.
You’ve cultivated a loyal following – women who understand and feel your aesthetic. How would you describe your relationship with your audience, and how has it shaped your evolution as a designer?
I love to listen to what people need so it’s easy to respond to this. With the brand having little publicity and it being largely word of mouth, I have definitely felt a warmth and kindness flow into the store, which inspires me to work even harder to aspire to improve with every collection in order to give back.
My relationship with my audience is one of mutual respect and admiration. It’s been shaped by their feedback and support, which allows me to refine my vision continuously. Knowing I design for intelligent, strong women instills me with purpose.