Ida Gut and Lela Scherrer

Ida Gut (fashion designer and entrepreneur) meets fashion and concept designer Lela Scherrer to talk about the challenges facing the fashion industry in the context of the Swiss Design Awards 2020 online programme Failure Is Not an Option? How can a successful long-term career be achieved in this complex environment? What factors need to be considered in production in order to bring a successful creation to the market? Ida Gut is a winner of the Swiss Grand Award for Design 2020. Christoph Hefti, member of the Federal Design Commission until 2019, comments: “Ida Gut has matched her creativity to a business model that allows her high-quality, exquisitely minimalistic and captivating designs to achieve the perfection she considers essential. Her garments are as individual as her clients and yet she sets up a dialogue between them, transforming her specially conceived shop into a sensual place of encounter and exchange.”