It started with a like
I sent a few quiet likes. A careful message.
Would she ever be interested in a collaboration?I couldn’t have anticipated how naturally it would all unfold.
Exactly one year ago this week, our team met Zoë Pastelle, her little son, and her mother for the first time. I wasn’t there — I was in the Faroe Islands, celebrating my father’s 80th birthday — so our sales manager took the meeting.
She called me as soon as it was over. “They are wonderful,” she said. “I think you’d really like them. They totally share our values.”
When I met Zoë in person a few weeks later, the connection was immediate. She arrived with clarity, warmth, and thoughtful ideas. She was already dressing her son in minimalisma, and she deeply understood what we stand for: simplicity, longevity, and the quiet intelligence of natural fibres.
What followed was The Zoë Pastelle Edit — a collaboration shaped by shared values and mutual trust.
The Creative Process
Zoë embraced many of our existing materials — silk seamless, wool-silk jersey, and wool-cashmere knits — and reimagined them through her own lens: new colours, subtle design changes, and completely new silhouettes.
We created a dedicated Zoë Pastelle label, refined every detail together, and by late summer, the capsule was complete — natural, wearable, and emotionally resonant.
A Place with Meaning
The campaign shoot took place in Lower Engadin, in a house nestled in a region close to Zoë’s heart — a place her mother once called home in her younger years. Surrounded by quiet beauty and raw Swiss nature, it felt like the perfect backdrop for a collection rooted in softness, memory, and connection.
Photographer Jessica Sidenros joined us, and we met Zoë and her family in the small village of Ardez on an early August morning.
By early afternoon, the photos were taken and we had shared an long lunch of local specialties - surrounded by mountains, laughter, and that quiet feeling you get when something just fits.
A Thoughtful Launch
The collection launched on October 1st, accompanied by a Zurich pop-up at Ballon Rouge — initially planned for one week, but extended to a full month. The pop-up closes this Sunday, December 30th, making this your last chance to shop the collection in person.
Why It Worked
This wasn’t just a product collaboration. It was an exchange — of ideas, experience, and values. We both believe in thoughtful design, in natural over synthetic, and in making clothes that feel as good as they look.
Zoë summed it up perfectly:
“Since the birth of my son, I’ve dressed him exclusively in natural, high-quality materials – driven by the desire to give him comfort, security, and only the very best. minimalisma and I share the same values: timeless design, quality over volume, and a mindful approach to fashion.”
For us, it was exactly that — a collaboration rooted in intention, softness, and something that felt… meant to be.
Some styles are already sold out — and this collection will not be restocked.
If you’ve been thinking about it, don’t wait. Each piece is one of a kind — a perfect gift, made with care and designed to last.
Shop the Zoë Pastelle Edit now at minimalisma.com