Nilüfer Bracco: “niLuu combines luxury with sustainability”

Luxury vegan silk brand niLuu founded in 2020 by Miami based designer Nilufer Bracco. Marrying the archetypal sophistication inherent to traditional silk with a purpose-driven twist, niLuu brings you cruelty-free vegan silk-wear to accompany you through your most treasured moments.

Blurring the line between loungewear and outerwear, luxury and sustainability, niLuu focuses on meticulous and timeless construction, welcoming an era of refined comfort with an earth-positive footprint. A vegan silk and cruelty-free loungewear brand niLuu has announced its expanded luxury distribution in the UAE, now with an exclusive presence at the 'his and hers' store in Atlantis, The Palm. This unique multi-brand concept store is dedicated to swimwear, loungewear, and sleepwear, and it represents niLuu's second touchpoint in the Middle East following its successful debut at Galeries Lafayette in Downtown Dubai last year.

What gives niLuu its unique identity?

What gives niLuu its unique identity is our commitment to combining luxury with sustainability. We started with the vision of creating products that are not only elegant and comfortable but also kind to our planet. This ethos has been a part of niLuu since its inception. Our environmental consciousness isn't just a business decision; it's a lifestyle choice that influences my daily life.

When did you begin to become environmentally conscious? Is a responsible attitude characterizing your daily life?

I became environmentally conscious 17 years ago after I became a mother. The moment I held my child in my arms, I realized the responsibility I had in shaping the world they would grow up in. It was a profound awakening for me, as I began to consider how our everyday choices and actions can impact the environment and what we leave behind for future generations. Since then, I have made a conscious effort to lead a more sustainable lifestyle. I educate myself on the environmental issues we face and actively seek out ways to minimize my carbon footprint. Simple changes, like reducing waste, conserving energy, and supporting eco-friendly products and initiatives, have become ingrained in my daily routine. As a mother I am aware of the urgency of preserving our planet's resources and protecting its delicate ecosystems. I want to ensure that my children and their children can experience the beauty of nature and enjoy a healthy, sustainable world.

Can you tell our readers what are the main characteristics of vegan silk?

niLuu's vegan silk is unique because it replicates the feel and drape of traditional silk but is made without any animal products. This fabric is breathable, thermoregulating, and hypoallergenic, making it comfortable for all skin types. It also has a minimal environmental impact, which is core to our brand values.

Does your sustainable ethos make it harder to be a successful designer in today’s commercial landscape?

Adhering to a sustainable ethos in a commercial landscape is indeed challenging. It often means higher costs and more complex production processes. However, I believe our commitment to sustainability differentiates us and resonates with a growing number of consumers who are environmentally conscious.

Your top distribution is in the USA. Why did you decide to expand the brand to the Middle East, and Dubai?

Expanding to the Middle East, specifically Dubai, was a strategic decision. Dubai is a hub for luxury and innovation, and its market is eager for sustainable luxury products. The region's growing focus on sustainability aligns well with niLuu’s ethos.

How do you keep up with the continuous creative process, season after season?

Your prints and meaningful designs are so captivating. Keeping up with the continuous creative process is both a challenge and a joy. Inspiration is everywhere – in nature, art, travels, and everyday life. Our prints and designs are a reflection of the world around us, interpreted through a lens of sustainability and luxury. We strive to create pieces that are not just beautiful but also tell a meaningful story.

What is your advice to someone starting a business on their own?

For anyone starting their own business, my advice is to be passionate and persistent. Understand your market, but don't be afraid to introduce something new. Stay true to your values and vision, as authenticity resonates with customers. Lastly, be prepared for challenges but also for the immense satisfaction that comes from building something of your own