The tagline describes the sentiments of ‘Rora Clothing’, a New York-based brand. The name RORA comes from Aurora Borealis, the northern lights. It is a powerful phenomenon that makes you redefine beauty and widen your horizons. Through their clothing, they want to inspire people and show them the world in a different light. And true they remain to it.
“Fashion to me is a true expression of what I see and feel around me,” says Ashley Gill, the head designer of Rora Clothing, who sees the world like her fashion muse. “I have been so lucky in my life to travel the world. My brand is a reflection of my travels and everything I have seen. From crowd cities to deserted deserts the inspiration comes so naturally if I just slow down to notice everything around me. I cannot really explain to people in words everything that I have seen or experienced. I take what I have seen and transform it into what you wear. My clothing is a way for me to show you instead of telling you.”
When asked, what’s the story behind her brand, she told us heartwarmingly: “I always wanted to start my own clothing company for as long as I can remember. When I was younger I would paint on anything I could get my hands on and when I got older I started daydreaming of clothing that I could not find in stores. Started sketching those ideas down and never stopped. It just came so naturally to me that I knew this was what I was meant to do with my life.”
“While away on a work trip to China, I finally believed that I could actually make it happen. It wasn’t a sudden burst of confidence, it was a sudden burst of peace,” she told about the creation of her brand. She adds: “A vendor that I was visiting took me to the purple mountains in Nanjing, China. They told me stories of their ancestors and showed me an ancient instrument they used to study the stars. They inspired me with the belief in nature and space. I started working immediately when I got back to my hotel and really have not slept since that day.”
India inspired her next collection. She loved the architecture and colors. Furthermore she is keen on sharing what it meant to her.
When asked about her thoughts on sustainability, she said:
“Sustainable fashion is the future of this industry. We need to find more ways of being progressive with manufacturing, not just designing. I do plan on using ethical techniques and have been doing research to find ways to be sustainable. The fashion industry is the second most polluting industry in the world besides oil. We cannot keep this up or there will be no world to wear the clothing on. I am doing researching on ways I can make a difference and help.”