Jeanne De Kroon: "True luxury is the connection we have to life" Interview with the founder of the Dutch ethical luxury brand Zazi
What does luxury mean today? Everything and nothing. In a fashion system searching for its meaning, and during the very first days of Milan Fashion Week, the answer to this question seems more elusive than ever. To gain some clarity, we decided to interview Jeanne De Kroon, founder of the Dutch brand Zazi, which is committed to sustainability and supporting women artisans. This week, she will present her exhibition, titled The Voice of Craft Beyond Borders, supported by the Camera Nazionale della Moda Italiana through the Fashion Hub. Here’s what she told us.
Interview with Jeanne De Kroon, founder of Zazi, presenting her exhibition during Milan Fashion Week
What was the spark that led you to found Zazi and dedicate yourself to traditional women’s craftsmanship?
I had a brief and very unsuccessful modeling career back in 2012—when the world was far less aware of the impact of fashion. I found myself in New York, surrounded by polyester dresses, disconnected from creativity and from what it truly means to be a woman. That period left me feeling uninspired, yearning for something deeper, something that felt alive. Then, in a small back alley in Nepal, a woman took my hand and introduced me to the majestic world of ancestral textiles. I remember and looking into her sparkly eyes while she showed me the embroideries of her ancestors. We didn’t speak the same language, but her presence enchanted me. In that moment, I felt reconnected—to creativity, to womanhood, to something ancient and beautiful. I didn’t know exactly what it was, but I knew I had to build something from that space. Today, through Zazi, I use craft to make women feel their most beautiful, iconic, and expressive selves—wrapped in stories, heritage, and intention.
What do you envision for Zazi in the coming years? Are there any new collaborations or projects on the horizon?
So many exciting things are coming! Italy, in particular, has embraced Zazi so beautifully, and I feel like it will play a big role in the next chapter. To bring our work deeper into the heart of craft and heritage feels like a natural evolution. There are collaborations on the horizon that I can’t reveal just yet, but stay tuned—this is just the beginning.
What advice would you give to young designers looking to merge fashion and sustainability?
Don’t start a brand just because you want to be sustainable. Start a brand because you have something burning inside you—a vision, a story, a creative force you can’t ignore. Then, from that place, ask yourself: "Who do I collaborate with? How do I honor the materials, the makers, the land?" Sustainability isn’t just about organic cotton— it’s about relationships, respect, and creating something that carries meaning beyond the surface. When you create from that space, magic happens.
