“New opportunities in biodesign, regeneration and conscious place making, and fresh creative energy from those, is what inspired me to launch Looms”
KSENIA STARIKOVA, Looms Founder
From London to New York to Berlin, my work in creative strategy has taken me around the world with brands and innovations in travel, hospitality, arts and tech. Along the way, my focus has been defining brand visions to generate cultural change, improving representation and accelerating the exploration of sustainable practices. Our gradual shift towards biodesign, regeneration and conscious place making and fresh creative energy that's coming from those developments is what inspired me to launch Looms.
What fascinates me about circularity is the concept of hyper locality – you really need to 'read' the place, the landscape, the culture and social set up to be able to innovate in a sustainable and helpful way. For inspiration and balance, I like to walk a lot; it’s my early morning ritual, everywhere from urban wandering to Alpine hiking, often with a sketchbook in hand to capture ideas.
“I love projects that focus on people, creativity, wellbeing and circularity. I’m also fascinated by the nuances of language and how we can use it to better connect”
FARAH SHAFIQ, Looms Editor & Writer
While my background is in fashion and travel – including Wallpaper*, Net-A-Porter and Vogue – I love projects that focus on people, creativity, wellbeing and circularity. I’m also fascinated by the nuances of language and how we can use it to better connect. Looms brings all of this together for me, with a real sense of purpose.
If I wasn’t a wordsmith, I’d do something related to the human body – I teach and practise yoga, where there’s always more to learn. I’m also inspired by those I work with, gravitating towards largely female teams, and have been lucky enough to collaborate with many incredible minds along the way. A daily ritual I rarely compromise on? Coffee and people watching, outside in the fresh air, no matter the weather.
“I enjoy broadening people’s perception of design and its related subjects… to encourage people to discover spaces they might not have known existed”
SUJATA BURMAN, Writer
Since I started at Wallpaper* over 10 years ago, and now as editor for London Design Festival, I’ve enjoyed broadening people’s perception of design and its related subjects. In 2019, I co-wrote the book An Opinionated Guide to London Architecture, taking it as an opportunity to make architecture accessible to wider audiences. I was born and grew up in London, so it was a fun and important project. Most of the buildings highlighted can be visited for free; we wanted to encourage people to discover spaces they might not have known existed.
If I wasn’t a writer I’d be a dancer – in particular, practising a north Indian classical form called Kathak. I used to perform when I was younger; it is a type of storytelling, like writing, but through movement.
“My hero is primatologist and all-round badass Jane Goodall for her unwavering dedication to the environment”
IMOGEN LEPERE, Writer
My best work moments of late have included the publication of my book, The Ethical Traveller (Smith Street Books), and being named Young Travel Writer of the Year 2022 by AITO. I also regularly contribute to the Financial Times, SUITCASE, Telegraph, Condé Nast Traveller and The Independent.
My hero is primatologist and all-round badass Jane Goodall for her unwavering dedication to the environment, her refusal to conform to societal norms and her hugely inspiring capacity for hope. And, the two rituals I never compromise on are maté tea in the morning and a probiotic before bed – that way I start my day with focus and end it by ensuring I am fighting fit to hit the road whenever the opportunity arises.
“The more we explore and try to synchronise with the wise, evolving ecosystems we inhabit, the more enriching our personal and collective journeys will be”
SILVENA IVANOVA, Editor & Writer
As a natural storyteller and design lover, I’ve led various publications, content and brand projects, but I’m most proud of my work for Design Hotels’ magazine Directions and book Taste and Place, about food culture, locality, heritage and hospitality at their best. I’m driven by connecting people and ideas in generative ways, to learn how we can tune into our inner and outer environment with equal care and awe.
For me, circularity is about recognising our impact, purpose and creative legacy within a larger natural and temporal context. Our universe holds this remarkable intelligence and capacity for regeneration that we are only beginning to grasp. The more we try and synchronise with the wise, evolving ecosystems we inhabit, the more enriching our personal and collective journeys will be.
“It's such a thrill to experience places around the world and work with people to create photographs that tell a story that aims to benefit the local communities”
MARK RAMMERS, Photographer
As a photographer, it's such a thrill to experience places around the world and work with people to create photographs that tell a story that aims to benefit the local communities. For me, there's nothing more exciting than arriving at a destination, when all my senses are stimulated and everything that I've read about comes to life.
In terms of circularity, I'm most interested in solutions that maximise the accessibility of higher quality and sustainable goods, and providing alternatives for the capitalist structures that drive needless consumption. If I wasn’t a photographer, I’d be running a sustainable, rural homestay in Spain, which I'd combine with a residency for artists to come and work on their craft.
I have loved working for Condé Nast and other high-end lifestyle magazines, which has enabled me to travel to the wildest places: Namibia’s most arid regions, Chile’s volcanic region all the way down to Punta Arenas, embarking to Antarctica, going to Rwanda to see the gorillas, travelling across Bolivia, reaching Svalbard under the Northern Lights, discovering Ladakh, a spiritual kingdom. The planet is such an awe inspiring place.
To me, circularity means finally starting to respect the planet for what it gives us: everything. For many years, conservationists Douglas and Kristine Tompkins, along with Yvon Chouinard have never stopped inspiring me and my work, despite their age. And, beyond work, the one daily ritual I never compromise on is meditating.
“To me, circularity means finally starting to respect the planet for what it gives us: everything”
CLARA LE FORT, Writer
I like telling stories about sustainability, architecture and community – often starting broader conversations about urbanism, heritage, materials and environment with fascinating people who care about making the world a better place. Working for publications including Wallpaper* and The World of Interiors has taken me around the world; I love experiencing different cultures and philosophies of living. It’s also a privilege to tell stories closer to home, such as exploring London’s neighbourhoods for my book The Sustainable City.
When it comes to circularity, I’m captivated by the idea that we could eliminate the word ‘waste’ from our vocabulary, and that all ‘waste’ could bring a positive value to the planet. Plus, I’m in awe of the inspiring people driving the cross-disciplinary collaborative disruption necessary for circularity to work in society.
“I’m in awe of the inspiring people driving the cross-disciplinary collaborative disruption necessary for circularity to work in society”
HARRIET THORPE, Writer
“When it comes to circularity, the regenerative aspect is what interests me the most. Giving back to nature, after all the damage humankind is leaving behind”
DANIEL LOBER, Photographer
For the last 10 years and counting I’ve been working across Europe and North America as a creative director and photographer. I’ve collaborated with design and hospitality professionals, creative studios, restaurants, chefs, travel and lifestyle brands; LVMH, Design Hotels, Bordeaux Wines, SOHO House and Venezia FC, to name a few.
When it comes to circularity, the regenerative aspect is what interests me the most. Giving back to nature, after all the damage humankind is leaving behind. The search for a rural, "simple" life and all its attributes (including relationships with nature, time and people) has always inspired me and my work. To stay grounded, I tend to turn to a soothing hot cup of Hōjicha or Genmaicha tea, at any time of the day.
As a writer, researcher and futures strategist I spent 5+ years working at The Future Laboratory, where I forecasted trends ranging from the macro – think the future of collectivism – to the micro – think hedonistic hotels. Since being freelance, one of my highlights has been working with SPACE10 in Copenhagen, a research lab funded by IKEA, where I joined an inspiring team on a number of insight reports to educate and inspire their community on the Future Forest and Regenerative Home.
I'm truly fascinated by human behaviour and I love seeing examples of circularity from a community perspective, whereby regenerative practices are passed on to new generations through unique means. The ability to re-learn better habits, and unlearn exploitative ones, is something that is always present in my work.
“I'm truly fascinated by human behaviour and I love seeing examples of circularity from a community perspective”
HOLLY FRIEND, Writer
My work has allowed me to travel the world, living in Spain, The Netherlands, Hong Kong, Australia and the UK. Recently I’ve relocated to my home city of Barcelona – coming back, I realised the amazing human qualities here. The Mediterranean way of being, socialising and sharing moments; people live connected to communities and really take care of each other.
If I wasn't a brand designer I would be a tailor, upcycling clothes; I love to make things and hand-craft is very important to me. Also, I'm a fashion nerd! Gabriela Hearst inspires me, both for her sustainable approach and the way she grew up in sync with nature. For me, circularity is key, because it helps manage waste and doesn't create newness – it’s more revolutionary than creating more stuff.
“If I wasn't a brand designer I would be a tailor upcycling clothes; I love to make things and hand-craft is very important to me”
ARIADNA VILALTA, Brand Designer
My passion for storytelling has grown throughout my time at IADT, Dublin's National Film School, where I recently completed my BA in New Media Studies. As I navigate my career in social media, I've learned to embrace change as a constant. While trends come and go, I remain committed to creating compelling content that fosters community, inspiring audiences to take action towards a better future.
For me, circularity is not just a buzzword, but a fundamental shift on an individual and collective level. It's about taking ownership of our actions and recognising that every small change can make a difference. It's about celebrating creativity and ingenuity. Circularity imagines a world where waste is transformed into value, where resources are used wisely and thoughtfully. In short, circularity means hope, possibility and progress.
“For me, circularity is not just a buzzword, but a fundamental shift on an individual and collective level”
TORI KEEGAN, Community Lead
I use my creativity to positively influence culture and support businesses with purpose. I’ve been branding anti-racism platforms with SheSays, designing training programmes for ESG in impact investing, and helping female founders set up their social change businesses. My career highlights include branding the UK Pavillion at the Dubai World Expo and visual identities for districts inside the London Design Festival.
For me, circularity is deeply tied to the efficient and fair use of resources. Growing up in Romania, I was exposed to real systemic changes and saw the damaging effects of capitalism and overconsumption first-hand. This has influenced me to adopt no-waste practices from food to fashion to travel. If I wasn’t a designer I’d be a chef or a gardener – anything with making or growing food.
“For me, circularity is deeply tied to the efficient and fair use of resources”
ANA GRIGOROVICI, Brand Designer
As a trained civil engineer, I’m fascinated by places and the built environment, with an appreciation for the complexity involved in influencing change. Exploring the influences that could bring cities more in line with sustainability has taken me from San Francisco to London, where I’m currently a foresight planner at Arup. Our aim is to understand the forces shaping the future of the built environment, to identify opportunities and overcome challenges.
I’m inspired by the realisation that everything we interact with (outside of nature) comes from another person – their mind, practice, and experiments. Your own daily efforts can sometimes seem insignificant, but knowing that they could, in the future, be woven together with the ideas and works of others to create something lasting or meaningful is empowering.
“I’m fascinated by places and the built environment, with an appreciation for the complexity involved in influencing change”
RITU GARG, Writer