Sonzai Studios founder Celeste Tesoriero shares her purpose and power to change the fashion industry.
mn_Muse Celeste Tesoriero at Sonzai Studios
Photography Daniel Hanslow
Sonzai Studios
Celeste: Please share a little bit about yourself, your background, where you were born and raised, noting some of the defining aspects that have contributed to the person you are today?
Hi! My name is Celeste, I grew up in the Hawkesbury River, N.S.W and I’ve been a fashion designer for 15 years. Through my journey as a designer, I got first hand knowledge of what producing and consumption-culture does to the planet, people and societies. From that first hand knowledge, I became very passionate about sustainable business, my own footprint and sustainable living. Good health and wellbeing (United Nations Sustainable Development Goal No.3), is therefore interlinked and an important parallel to societal and business health. I now run my sustainability consultancy (Sonzai Studios), where I help brands do better, communicate their progress and plan for the future.
Celeste: You launched Sonzai Studios in 2019, how long did it take from the idea to launch the business? and why did you decide to create such a business and why sustainability? and we would love to learn about the meaning behind the name Sonzai Studios?
Sonzai is a Japanese noun (存在) meaning; existence, being, or presence. The consultancy eventuated organically on my return from London, where I had been the Sustainability Manager at Roland Mouret. Friends in the industry reached out for some guidance and it grew from there. I was balancing being the senior designer at another label at the time and also studying.
The shift for me away from having my brand to helping others was because I realised my opportunity to instigate change would be limited to my operations unless I could work on multiple brands at a time. I want to help as many brands as possible, and that's what is driving me to push it forward. It is growing because I care, but also because it's proven that doing good is good for business - so any company that chooses to invest in my services is enhancing their brand in so many more ways than just revenue. It’s a super exciting space to be in.
Celeste: Sonzai Studios is an amazing all-encompassing approach to advocating sustainability within the fashion industry. Now with the UN’s recent IPCC report, it is clear that the fashion industry needs to halve its emissions by 2030. Can please you walk us through three ways that every fashion business can implement to be able to meet the UN’s goal?
Every business is different, and there are no blanket ways to reach this goal. Before you can reduce your impact as a brand you need to first measure it and find the areas of opportunity for the greatest reduction. But if we are going to speak generally, 70% of a product's total climate impact is in the raw material farming and processing phase, so avoiding virgin fibers and opting for recycled options is a good place to start. You can also look to decrease supply chain miles, and shift to more circular models (such as free repairs or mending education to your customers).
Celeste: In times of the environmental climate crisis, being sustainable can be an incredible tool to amplify the importance of your business environmental impact. How has the recent year affected your business and the message you want to convey to support your business values?
The pandemic has been a forced time of reflection for brands, as they navigate ways to shift, alter and safeguard their processes. For many, it has become very obvious the best way to do this is to lean into sustainability initiatives. Given that 9 out of 10 millennials are shopping via their values, and that across virtually every category of consumer goods, sustainability is where the growth is - therefore if a business is smart, sustainability is the area they are expanding.
The aim of my business is to drive positive shifts on a large scale by helping multiple companies reduce their overall impact whilst increasing revenue, economically supporting their workers and empowering the societies involved in the supply chain. I help them reduce their CO2 output, waste, chemical contribution, resource use and find more circular solutions within their business model. If I am able to do this in the way I am aiming for, my business will be mitigating climate change in a way that is so much bigger than just my individual actions. To think of that makes me really happy.
Celeste: Our mission at madre natura is to create an optimistic future for Australian fashion, what do you think is the most important aspect of sustainability within the Australian fashion industry?
Manufacturing here is no easy feat! In Australia, we are facing a dilemma within the societal pillar of sustainability. Our industry manufacturing abilities are limited and decreasing due to a lack of a young, upcoming workforce. Unfortunately becoming a seamstress or cutter isn’t viewed as sexy as becoming a designer for example. We need a systematic shift to support the craft of making clothes in Australia. Wage increase and industry-relevant education around this within design schools would be a good place to start.
Celeste: What is your relationship with nature and how do you implement it in your daily life?
I grew up surrounded by the Australian bush, and my connection to the natural world is so important. The man-made world has its advantages but nothing beats nature. I do this by simply getting outside, making time for it and no matter where I’m living I try to grow some of my food. Growing, even if it’s your herbs, is so healthy and satisfying and connects you back to the cycles of the seasons.
Celeste: What is your routine for your self-love practices?
I practise Vedic meditation, and try to prioritise moving my body daily - whether that be stretching, yoga, a sweaty workout or dancing around the kitchen. Self-love to me is looking after myself so that I can show up in my relationships and work as the best version of myself. My partner has a joke that if I’m feeling frazzled, all he needs to do is dip me in the ocean and I will come out happy. So nature is intrinsically linked to keeping my cup full.
Celeste: How would you describe your style? And how has it changed over the years?
I have always had a Japanese influence on how I dress, but I used to be more outlandish. I think with maturity you learn what cuts fit you best, and what styles make you feel amazing and your aesthetic becomes more streamlined? I like quality, timeless pieces with a design twist and love mixing masculine and feminine silhouettes. Fashion has the power to influence and uplift our moods and self-confidence - power suits do this for me.
Celeste: What is your favourite madre natura garment and why?
The matching blush linen set is so dreamy. I like the practicality of it and also its versatility.
Celeste: Lastly, where do you see the future of Celeste Tesoriero & Sonzai Studios?
The future looks exciting and collaborative as Sonzai’s services continue to grow and be streamlined. I’m looking forward to working with other industry experts to expand the company's capacity, expertise and therefore drive bigger change.
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