NOW YOU SEE HER
The centre of attention isn’t a place designer, retailer and businesswoman Turet Knuefermann is used to being in. “I think I’ve always been a bit under the radar,” she says. “I’ve never really promoted [her Knuefermann and TK labels] heavily, especially using myself, despite the name.”
Indeed, in an ‘always on’ age in which those behind fashion labels are expected to push their own image almost as much as their collections, the chic 45-year-old — who this year celebrates an impressive 13 years in business — has maintained a remarkably low profile. There’s no selfie-heavy, exhaustive social media presence or overly affected personal brand to see here — not because she’s against that particular approach, but because behind the scenes (or behind a sewing machine) is where she prefers to stay. “I could lock myself in a room for days and just drape fabrics and make things — that’s my happy place,” she says.
The past couple
