Elena Nancu: Beyond Trends – Courage, Sustainability, and Meaningful Fashion

Elena Nancu, the founder of a sustainable fashion brand created in Germany, promotes transparency and durability through timeless pieces, ethically and responsibly produced, with respect for people, animals, and the environment. She is a grounded person, with a good sense of humor, who doesn’t fit the clichés typically associated with the fashion industry.

C&B: How did you start working in fashion?
Elena Nancu: There was a decisive moment: the decision to apply for admission to the fashion academy. It had always been my childhood dream to become a fashion designer, but out of fear of failure, I chose to study art history after high school. Art is my second passion, but one day during my studies, I realized that I would soon become an art historian if I didn’t find the courage to apply to the fashion academy. I applied—and was accepted.

C&B: What challenges have you faced in your career?
Elena Nancu: The pandemic period was extremely difficult. Everything was closed, there were no events, and no one seemed interested in fashion. Most people were wearing sweatpants while working from home. During that time, I sewed many face masks (working alone in the studio to avoid putting others at risk), planted a garden, and kept telling myself: it’s hard now, but this will pass. Perseverance can be crucial in such moments.

C&B: What motivates you in your work?
Elena Nancu: My dream has always been—and still is—for women to dress better, without blindly following every trend. The pursuit of the ideal is what makes my work so interesting, knowing that it’s something you never truly finish.

C&B: How have you evolved since the beginning of your career?
Elena Nancu: At the start of my career, I was less confident professionally and not as relaxed as I am today. Learning to say “no” is essential for anyone who is self-employed. Otherwise, you work too much and, one day, you risk burnout… and then nothing works anymore.

C&B: How does your team perceive you?
Elena Nancu: People would say that I’m a very fair and understanding employer, but also demanding—and that I have a good sense of humor.

C&B: How do you balance your career and personal life?
Elena Nancu: The most important decision was not to make a decision: family OR career. “Career first, then kids”… Time passes quickly, and one day, it’s too late for children. For women who want kids, I advise not to wait too long. It’s not easy to combine a profession with family life, but it is possible.

C&B: How do you make decisions in your company?
Elena Nancu: All design-related decisions are always made by me. When it comes to business matters, I listen to the experts.

C&B: What are your thoughts on growth and success in the industry?
Elena Nancu: In the fashion industry, as in all sectors, growth is very important. Companies are expected to grow. But in a post-industrial society, I personally believe that growth isn’t everything—especially not if it comes at the expense of the environment. I want to offer the best quality, which means higher costs. This also means my personal margin is smaller, but my standard is quality over quantity.

C&B: What does a typical day look like for you?
Elena Nancu: During the week, I wake up at 6:40 a.m. I have breakfast with my family, then listen to the news on the radio (most of which is bad), and then head to the studio. I like to be the first to arrive. I answer emails, and then the work begins: fittings, design, creating new patterns, planning, etc. My greatest satisfaction is when a client is delighted with her outfit. My motto is “Tailored to the perfect fit,” and that’s the standard I hold myself to.

C&B: What are your brand’s core values?
Elena Nancu: At ELENA NANCU, our values are set very high. We offer transparency across the entire production chain: from material sourcing to the final product. We manufacture in Germany, our materials come from the European Union and the UK, we use only biodegradable fabrics, and we offer a lifetime guarantee for all our products.

C&B: What advice would you give to someone just starting out?
Elena Nancu: Patience, hard work, and perseverance. Learn from failure. Believe in yourself and in the idea that dreams can become reality. And if they don’t, the most important thing is this: you tried.