Designer of the Year
Ulla Johnson
An inspiring American designer and owner of her eponymous brand, Ulla Johnson is dedicated to emboldening the wearer, the preservation of craft, women's advocacy and environmental conservation. Here is just a glimpse into how she creates. Hear more words of vision, leadership, and craft as we count down to her Designer of the Year Award celebration on April 29!
You launched your brand with just $5,000 and five pieces—what advice would you offer to aspiring designers in 2025 looking to start their own line with limited resources?
Create with intention, no matter how small the start may be. There’s great power in having your own point of view. Staying true to your voice and what makes your work special is integral.
I certainly hit many roadblocks along the way, and in doing so many of my lessons on how to run a business were self-taught.
Collaborating with artisans around the world has become a significant part of your brand, not only adding uniqueness to your designs but also serving as a part of your sustainability efforts. How do you see these partnerships evolving to create even greater opportunities for underserved communities?
While many of our partnerships are long-standing, we are always looking for ways to engage with more artisans and their communities. Not only does it allow us to uplift the makers but also preserve and expand upon traditional techniques. I do believe this work we do resonates with our UJ woman – that they care deeply about the integrity of the pieces they live and invest in. So while it’s not always the easiest route, it’s incredibly important to the brand and something we’ll continue to expand.
In 2023, you launched a resale platform allowing customers to sell and purchase sought-after pieces from past collections. What insights have you gained from incorporating this circularity model into your brand strategy? Was there a particular piece from previous collections that you found yourself wanting to have back?
It has been exciting to see how well received our PreLoved platform has become. I’ve always created things with the intention that they be future heirlooms, and I love the idea that this gives a piece another life with someone else.
Since launching your brand in 1998, you have expanded into collaborations on eyewear, makeup, and most recently a home decor collection – anything you’ve taken away from outside the apparel and accessories box as it relates to sustainability?
I approach any new category with the same intention as I do all our collections. My brand is not just about the clothes themselves but also how they become personal and intimate objects in a person’s life. All we create is with this guiding principle. Garments or objects with integrity that bring joy, celebrating the hand of the artist, whether it be a dress or a beautiful glass, that will hopefully, live many lives.
Your Fall/Winter 2025 collection is a tribute to your mother. What was it like to honor her in such a personal way? How did she influence your design approach—both in this collection and throughout your career?
My mother was a collector of textiles and many other things. She was also an archeologist and a real nomad who lived a thousand lives. I really trace so much of my work and my passions to the things that she taught me. From a very young age, I’ve always been exposed to different points of view, and I think that led to my love for not only fashion but of craft and collaborating with artisans globally.
Get your tickets to support Ulla Johnson and the future of the industry! We look forward to an incredible celebration on April 29!