Interview:Adiana Joda from Pow Wow

The fashion and accessories brand Pow Wow was founded in 2010 by Adiana Morris and is based in London and Bali. Pow Wow is themed around tribal and ethnic prints, combining fashion silhouettes from around the world. Their first collection 'Primitivism' is inspired by fusing primitive arts and bold geometric patterns to create a progressive and futuristic look.

Pow Wow garments are made of Ikat, a traditional Indonesian silk fabric, especially handwoven for the brand. The unique jewellery styles are created from hand carved recycled cattle bones, crystals, stones and shells.

LN-CC: When did you start Pow Wow? What was the idea behind it?

Pow Wow: I first came up with the idea and concept for Pow Wow on my honeymoon in Bali and the Gili Islands, inspired by the magical atmosphere, culture, art and history Pow Wow was born. The concept behind it is for people to appreciate the prints, shapes and fabrics that our ancestors created and bring it in the modern form with a futuristic feel. It should be something that feels and looks 'future primitive'.

LN-CC: Did you have any background in fashion before?

Pow Wow: I have always had a love and passion for statement jewellery and accessories, so after finishing my studies for my bachelor degree in visual communication design, my friends and I started a jewellery label in Indonesia called Zsou. From there I moved to London and did my MA in jewellery design at London Metropolitan where I graduated last year.

LN-CC: How do you bring your Indonesian background into the label and your designs?

Pow Wow: The concept behind the first collection 'Primitivism' is meant to have a more global translation on primitivism, although the fabrics and materials used in the collection are handmade in Indonesia, so I guess there is a big influence of Indonesian culture and history on the collection. What was available to me all seemed to fit perfectly for what I wanted, from there an aesthetic formed and I just went with it naturally.

LN-CC: What is the inspiration behind your first collection for Autumn/Winter 2011?

Pow Wow: This collection is inspired by primitive man and the style of their native art and technique within their craftsmanship.

LN-CC: Can you give us an insight into the fabrics you have used?

Pow Wow: The fabric used for the jackets and ponchos are hand woven Indonesian silk Ikat combined with antique leathers. The colours and the motifs used within the Ikat fabric are inspired by Balinese patterns and forms. The word 'Ikat' itself means 'to bind'. It's a very ancient way of creating designs in fabric by resist-dyeing the threads before the fabric is woven. Pow Wow Ikat fabrics are woven by hand on narrow wooden looms using a special labour of love. Each one is slightly individual.

LN-CC: The jewellery is made using bones. Can you talk us through that process?

Pow Wow: Most of the raw material used in the jewellery for this season are hand carved cattle bones. The idea was to convert waste cow bones into a variety of objects. This shows how cow bones can be used for a beautiful object rather than being regulated to the dump, respecting the animals afterlife. The process itself is simple, the bones get reshaped by carving the them into beads, skulls and other forms.

LN-CC: What music influences have inspired Pow Wow?

Pow Wow: My husbands musical vision and never-ending passion for music and his new band 'Warcry' which sound like something from another time that you may find somewhere years in the future buried in the jungle. Sounds like Pow Wow!

LN-CC: What's next for Pow Wow?

Pow Wow: For the next collection I've planned to implement Ikat with new surprising bright psych colours and bold motifs. And there will also be some footwear and statement jewellery to follow.