Jeanne De Kroon: "True luxury is the connection we have to life"

What was the spark that led you to found Zazi and dedicate yourself to traditional women’s craftsmanship?

I had a brief and very unsuccessful modeling career back in 2012—when the world was far less aware of the impact of fashion. I found myself in New York, surrounded by polyester dresses, disconnected from creativity and from what it truly means to be a woman. That period left me feeling uninspired, yearning for something deeper, something that felt alive. Then, in a small back alley in Nepal, a woman took my hand and introduced me to the majestic world of ancestral textiles. I remember and looking into her sparkly eyes while she showed me the embroideries of her ancestors. We didn’t speak the same language, but her presence enchanted me. In that moment, I felt reconnected—to creativity, to womanhood, to something ancient and beautiful. I didn’t know exactly what it was, but I knew I had to build something from that space. Today, through Zazi, I use craft to make women feel their most beautiful, iconic, and expressive selves—wrapped in stories, heritage, and intention.

Zazi stands for ethical luxury. How would you define this concept, and how does it take shape in your creations?

For me, true luxury is the connection we have to life. The most precious pieces in our wardrobes aren’t defined by price—they’re the ones with stories. The scarf from your grandmother, the dress that carries a memory, the things infused with meaning. At Zazi, we bring that intention back to fashion by working with the most incredible women- led artisan communities—changemakers who are preserving traditions while shaping the future. When I touch our pieces, they feel alive. They hold the silent, woven stories of women across generations. That, to me, is what real luxury is.

How did your collaboration with Artijaan come about, and how are you contributing to the preservation of Afghan artisanal heritage?

I have to give all the credit to Belinda, the incredible force behind Artijaan. She’s originally from Yemen and founded this organization around the time of the fall of Kabul. She is one of the most courageous and loving women I know— though she would always pass that credit on to the Afghan women she works with. Afghanistan has always been a cultural crossroads, the heart of the Silk Road, home to poetry, textiles, and craftsmanship that stretch back centuries. But in the West, the country is often reduced to a singular narrative. I hope this collaboration helps shift that perception—offering a glimpse into the strength, resilience, and artistry of Afghan women.

And what about your work with the Kullvi women?

The Kullvi women are a small collective in the Himalayan foothills, surrounded by pristine rainforests. Their craft was once deeply intertwined with nature, but over time, the region was flooded with cheap, synthetic imports that almost erased their traditions. For them, weaving isn’t just about textiles—it’s a sacred practice, a love letter to the land, the ancestors, and the seasons. Every fiber they work with has meaning. The wool is sourced from indigenous shepherds, washed in Himalayan waters, and dyed with plants that reflect the cycles of nature. It’s not just sustainable; it’s regenerative. Working with them feels like participating in something timeless, something deeply rooted in love for the earth. They also sing the MOST beautiful songs and just captured my heart in so many ways.

How did you select the artisanal communities to be featured in The Voice of Craft Beyond Borders exhibition?

I didn’t ‘select’ them in the traditional sense—these are the women and communities I have been working with through Zazi for years. Zazi was never about factories or mass production; it was built as a space for the most courageous, visionary women preserving their cultures through beauty. The exhibition brings their stories to life— through textiles, through poetry, through every stitch and thread. Nothing is random. Every element in this exhibition carries meaning, from the fabrics to the words to the voices you hear in the recordings. It’s an immersive experience of craft as a living, breathing language.

In a world dominated by fast fashion, how do you think initiatives like this can influence the fashion industry?

Fashion has always been a woven story, a reflection of who we are. For me, activism isn’t about guilt or shame— it’s about enchantment. We don’t change the world by making people feel bad; we change it by reminding them of beauty, connection, and possibility. The true revolution isn’t just in sustainability—it’s a revolution of the heart, the spirit, the way we relate to what we wear and why. If this exhibition opens even one heart to the magic of craft, to the idea that fashion can be soulful, then it has done its job.

What do you envision for Zazi in the coming years? Are there any new collaborations or projects on the horizon?

So many exciting things are coming! Italy, in particular, has embraced Zazi so beautifully, and I feel like it will play a big role in the next chapter. To bring our work deeper into the heart of craft and heritage feels like a natural evolution. There are collaborations on the horizon that I can’t reveal just yet, but stay tuned—this is just the beginning.

What advice would you give to young designers looking to merge fashion and sustainability?

Don’t start a brand just because you want to be sustainable. Start a brand because you have something burning inside you—a vision, a story, a creative force you can’t ignore. Then, from that place, ask yourself: "Who do I collaborate with? How do I honor the materials, the makers, the land?" Sustainability isn’t just about organic cotton— it’s about relationships, respect, and creating something that carries meaning beyond the surface. When you create from that space, magic happens.