By Ideare is a Fashion Concept and Creative Agency specialising in original garment concepts, collection development and brand-led product direction.

We work with fashion brands that want more than another product. They want pieces that feel distinctive, intentional and recognisable — designs capable of strengthening a brand’s identity, becoming part of its visual language and leaving an impression.

Our approach begins with the idea.

Fashion development is often approached from the technical stage onwards — tech packs, specifications, sampling and production. But before any of that can happen, there has to be an idea worth developing.

By Ideare was created to occupy that space.

Founded by Daniella Keni, a Fashion Concept Designer and Fashion Brand Founder, the agency is built around her instinct for seeing possibilities others may overlook. Through developing her own fashion brand, Daniella recognised a gap between having a general product direction and having a genuinely strong, original concept ready to be handed over for technical development.

By Ideare exists before the tech pack.

We focus on the thinking that comes first: identifying the opportunity, imagining what the product could become, developing the silhouette, details and overall design language, and creating a concept strong enough to move confidently into its next stage.

Daniella brings a highly imaginative approach to fashion, combining creative instinct with an understanding of brands, customers and product. Rather than beginning with what already exists and making minor adjustments, the aim is to explore what could exist.

Whether a brand comes to us with an existing vision or gives us the freedom to determine what should come next, we combine creative instinct, brand intelligence and product thinking to develop concepts that feel relevant to the customer while pushing beyond what is already expected.

From a single hero garment to the creative direction of an entire collection, every project is approached with one question:

What could your brand create that it hasn’t thought of yet?