July, 2020
The Story of WOH Hanger x Diivan Magazine
You specialized in fashion design as Your field of study, how did You end up in product design?
I see myself as a clothing designer rather than a fashion designer. The different disciplines within the realm of design can be considered somewhat universal as, despite the object being designed, the approach to analysis and problem-solving behind the process can be very similar. Although differences might arise mainly in highly specific skillsets, just the existence of a properly fleshed out idea allows for technical nuances to be worked out by additional learning or consultation.
I first became more acquainted with product design and decor while presenting coursework, when I happened to mull over the overall functionality of hangers. I was mildly bothered when knitwear that I’d worked hard on ended up losing shape at the shoulder, while light blouses and heavier jackets sometimes slipped off altogether. The subject of functional hangers became actual once more when I was already working in the fashion industry and had designed some of my first pieces. That’s when the idea of creating an aesthetically pleasing and practical hanger first struck. The primary criteria were – as mentioned – being able to simultaneously present clothes in an aesthetically pleasing way, and making the maintenance of more delicate fabrics in a domestic setting more easy. If anything, I believe that the fact that I’m a fashion designer by trade is exactly what led to the WOH hanger being my first piece of designer decor.
***
In May, just after WOH Hanger Set was awarded with Red Dot: Product Design, Kersti Jaigma, the editor in chief of an Estonian interior design magazine “Diivan”, chatted with WOH’s designer Margot Vaaderpass about the birth story of WOH and how the hanger idea came about. Below is a digest of the original interview that was published in the June issue of “Diivan”.
What do You believe allowed WOH to be presented with the prestigious Red Dot design award?
I believe that the product’s unique visual appeal and use of technology in this particular field were facets that stood out. In addition, the functional use of material, clean lines, and the ever-prevalent focus on sustainability certainly played a role.
How did You first become involved with the WOH brand, and what do You find most inspiring about it?
WOH got its start as a hanger, as in addition to fashion, I also found an outlet in the field of home decor. Years ago, when running initial testing for market release, it became very clear that for optimal results, we would need to develop a product series with a multitude of functions. Although the product is somewhat small and seemingly simple, the process of its development was by no means easy. Thankfully there were enough people that had faith in the idea and who were willing to contribute.
As the following progressed slow and steady – mostly side by side with work and further studies – the process took quite a while. Initially, I was fueled by an idea that originated out of personal need; nowadays, I find the most inspiration in contemplating and envisioning what WOH could become in the future. Now that the vision for the future is a lot more clear, I’m excited for the opportunity to bring it to fruition.
What does recognition at this level mean to You as a designer, and how does this affect Your future endeavors?
As a designer, there’s no denying that this sort of recognition is highly encouraging. Personally, I gain the most professional fulfillment from seeing other people appreciate my work so much that they want to own and use it. That said, I have to say that this level of professional endorsement is an entirely other level of praise!
As a fashion designer, I tend to hide my glee behind a little smile whenever I see someone walking on the street wearing a piece that I designed, looking confident and self-assured. Understandably, this doesn’t happen quite as frequently with items of home design.
Winning the Red Dot award was particularly impactful to me because the product that was considered worthy of the prize doesn’t directly correlate with my previous field of study. To me, that signifies that the ways of probem-solving and product presentation can hold their own in the industry – that’s more than enough to keep me motivated and daring in the future.