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In our final video interview with Hella Jongerius, the Dutch designer explains why she prefers to work with a very small group of clients and says that building a long-term relationship with a company is a more sustainable way of working than designing collections for different brands each year.
"I don't believe in working for everybody," Jongerius says. "It's a waste of energy. You have to pump something up for marketing because [companies] all need a story, so you pump up something that's not relevant."
Rather, Jongerius says it is important for designers to be selective with who they work with: "You better choose a company that can give you an identity and that you don't have to [create] marketing stories for," she says.
"I also believe that as you work longer [with a company], you can really trust each other and you can really build on a collection that's not only about money but is also about invention."
Jongerius says that a long-term relationship with a designer is also beneficial to manufacturers, allowing them to invest more prudently in new manufacturing processes. "At a certain moment you buy a new machine because you both believe in a certain range for this company," she says.
"It's another way of working that's less about ego and more about making a nicer world. It's almost a hollow phrase, but it's a sustainable way of thinking for the profession."
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