Curated By

Introducing Curated By, a new series in which experts, tastemakers and friends of SCOON curate their selection.



For this Curated By edit, we had the pleasure to ask Iman Whitfield about her SCOON favourites. In between curating, modelling, film directing, art directing and traveling, Iman managed to handpick her ultimate edit of the SCOON collection. We also talked about her drive to shop more consciously, as well as her inspirational and powerful hopes for the future of fashion.

Can you tell us a little bit about yourself?

I'm Iman Whitfield. Half American / half Dutch, born in Amsterdam in 1990. Coming from quite a creative background I always knew I wanted to do something aesthetically pleasing. Either something in Interior Design or Advertising. So instead of going to university, I decided to study Lifestyle & Design + Advertising (basically Art-Direction) at The Willem de Kooning Art Academy in Rotterdam, Netherlands. I graduated with a short fashion film for Love Stories, which went viral (staff's pick on Vimeo and Nowness). During graduation, I also did an extra internship at The Playing Circle as a Curator of Interior. After graduating I created the first theater campaign for Scotch & Soda. Today I work as a Film director and Art-Director for fashion brands, sometimes I model just for the fun of it and I'm moving more and more into the direction of Interior Design. I'm very much into traveling, living life to the fullest, swimming, sailing, dancing, good food, and wine. Still dreaming of creating a guesthouse on an island one day - a place where my love for all the above comes together. 

Where does your sustainable drive come from?

My drive to live as sustainable as possible definitely comes from my mom. She's a very creative and resourceful person who doesn't really like to waste anything. Definitely when it comes down to food.. but also almost every nice piece of cardboard, packaging, paper, or fabric was saved to possibly create something new out of it. Which has helped me develop a lot of my creative skills on how to create something out of nothing. For me this is taking it a bit to an extreme - I'm quite the opposite when it comes to saving things: I don't like to surround myself with stuff. I like to have as little possessions as possible. Before I buy something I really prefer to sleep on it. I make lists of what I want / 'need', and if I can't get it out of my head after a certain period of time - then I get it. Preferably sustainable, vintage, or second hand. And if I want to get rid of something I sell it or pass it on.

SCOON came to life because we felt it was hard to find one place for modern ’Brands that Care’ that don’t compromise on style and performance. Sustainability is becoming more mainstream with new sustainable brands launching every day, what do you think of this movement?

I think it's great that almost every new brand that pops up thinks about how to be (as) sustainable (as possible). That 'caring about the environment' isn't just for people wearing hippy-like beige-colored outfits made out of Hemp anymore, for people with and a vegan lifestyle - things that 'mainstream' people laughed at years ago. On the other hand, for some new sustainable brands, it's easy to surf along on this sustainable 'trend' and use sentences like '100% vegan, cruelty-free' for your branding without having to back this up. + We live in a world with SO MUCH STUFF already. Don't get me wrong, I really love skincare products and dressing up, but starting a new brand isn't sustainable. Period. So The brands I love to support most are the ones telling stories, helping the artisans, and people actually making the clothes you wear. Giving them a voice and a platform. Those who have a transparent supply chain and the brands that are into recycling fabrics.

With Corona putting everything on hold, people are saying that this is the time to make big changes and create a new normal, what do you hope will change in the fashion industry?

I hope more people will think twice before they start a new fashion brand. And ask yourself: do I really want to create more waste? And if I want to create something new (because of course, we like to feel new every once in a while) - how can I contribute to this system instead of exploiting and polluting? I really hope less new random (Instagram) brands will pop up. I hope existing fashion brands will look at the way they produce and create smaller collections, less strict seasons. Work together with artisans and give them the platform and the credits they deserve. I hope more people will dive into the fabric waste dumpsters and create new outfits out of all the beautiful fabrics that already exist. Or I hope there will be some magical new inventions to make waste go away or turn into new energy. Ok, I'm getting a bit idealistic now... So I mainly hope we want to shop less, less advertisement to buy more bullshit and more advertisement that inspires you to be happy with what you have and who you are. I hope we will share more. I hope we will focus less on image and more on self-love and living in the moment.

Iman's top 10 curation and why she loves it:

1. Liekie Top

I tend to wear bathing suits as tops in the summer. It looks sexy & you can still style it in a sophisticated way + you are always ready to go for a swim in the Amstel river or at Prinseneiland.


2. Kings of Indigo - Caroline High Waist Jeans

I love the colors of these trousers. I would wear these over something tight for the contrast, to create a nice silhouette.


3. Willow Tote

This is a bag I would bring to my day to day appointments. It fits either a laptop or a rolled-up towel, all I need to bring.


4. Salt & Stone - Natural Deo - Eucalyptus

I never leave the house without some deodorant in my bag. Just in case. I love the fresh smell of eucalyptus because it reminds me of the sauna + it's very important to use natural deodorants without aluminum and other weird chemicals you just should put on your skin or anywhere near your breasts.


5. SPF 50 - Sunseal

In the summer I also never ever leave my house without an SPF 50 sunscreen stick. Even though I am quite tanned I turn red very quickly! So this one is perfect, and I love the design of the bottle.


6. Evolve Daily Detox - Facial Wash

A lovely face wash to wash off the city live & sunscreen after a long sunny day. 


7. Hozen - Mini bucket bag

Ok, I had to put in this bag too because I just love it. Love the shape and the cute natural coloured drawstring bag in it to protect your stuff. I would wear this with the same outfit to go for a drink at night.


8. Baobab Cinnamon Sunglasses

I hardly ever wear sunglasses, but I do love buying them and bringing them as accessories - just in case. I like my sunglasses big, but not too big. Classy and feminine.


9. Girlfriend Collective - Unitard

The perfect yoga outfit. I would wear this before, during, and after yoga. Just all day.


10. Grown Alchemist - Hydra Repair day cream 

I'm a sucker for great packaging, and I absolutely love the smell of every single Grown Alchemist product. At the end of the day, my skin needs some nice repairing day cream.