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  • Writer's pictureSasha Huang

Betty Bachz On Storytelling Through Eyewear at MØY ATELIER

INTERVIEW




Betty Bachz, a vibrant force in the global fashion landscape, seamlessly blends her Norwegian and Chinese heritage into an East-meets-West sensibility that sets her apart. Based in London, she has carved out a niche as a dynamic creative, infusing her cultural diversity into each of her professional pursuits. A lover of storytelling, Betty was a former contributing editor at Vogue Scandinavia and later further branched her narrative into film photography and directing fashion shorts on 16mm film, underscoring her dedication to analogue filmmaking.


Before embarking on her creative journey, Betty honed her analytical skills as a hedge fund analyst, a role that preluded the founding of her luxury eyewear brand, MØY ATELIER. This fusion of analytical precision and artistic quality shapes her unique editorial direction, rendering her a favoured collaborator for illustrious brands such as Chanel, Prada, Gucci, and Burberry. The creative talent now stands at the cutting edge of fashion innovation, with her leadership at MØY ATELIER exemplifying a narrative-driven approach that weaves together rich cultural insights and a profound flair for storytelling.





1. Can you tell us a little about your early life and its impact on shaping the person you've become?


I was born in Shanghai, but moved to a sleepy, snowy town in Norway at a young age. The juxtaposition was jarring. think less like walking through the closet to Narnia and more like a jumpcut from Blossoms Shanghai to Fargo.

Growing up, the feeling of alienation is something I’m well acquainted with. I read somewhere that Simon Liu described himself as a 1.5 generation immigrant and I think that term quite accurately encapsulates how I feel too. Not really belonging to either culture, not really relating to your parent’s full immigrant experience either, forever stuck in a liminal space.





2. As a former eyewear expert at Vogue Scandinavia, filmmaker and film photographer, how do you approach storytelling in your work, and what stories are you most passionate about telling?


A good rule of thumb is to always make something that you want to see. I’m interested in telling stories of young female experiences from an intersectional perspective, they are in the category of what I would call “female bildungsroman-stories” or “girl discovering things.” Stories of human connections or the lack thereof also interests me.






"I'm interested in telling stories of young female experiences from an intersectional perspective, they are in the category of what I would call “female bildungsroman-stories” or “girl discovering things.”" - Betty Bachz, Founder of MØY ATELIER







3. What are the main philosophies shadowing MØY ATELIER?


Sustainability, uncompromising quality and freedom of expression - not bound by seasons, trends or societal norms. As an independent, niche brand, we are less bound by the rules and given more room to experiment, which in turn lets us take the time to come up with distinguishably unique designs and utilising the latest green innovations. For example, we are one of the few brands that exclusively use biodegradable materials like bio-acetate and bio-nylon coated with cutting-edge lens technology.





4. How does MØY ATELIER reflect your personal style and ethos?


MØY is designed with a retro sensitivity, and I’m a bit of an old soul, an analog girl living in a digital world if you like. But the strongest link is that I grew up in a household with a strict zero waste policy and sustainability is at the very core of our way of life. It all boils down to Scandinavian values, but upheld with Chinese discipline.






"MØY is designed with a retro sensitivity, and I’m a bit of an old soul, an analog girl living in a digital world if you like." - Betty Bachz, Founder of MØY ATELIER





5. With your rich experience in the fashion industry, what trends do you see shaping the future of fashion, particularly in eyewear?


I’ve just returned from Fashion Month, it seems like a lot of designers are asking what luxury means today and translating their interpretation to the runway - whether they make it out to be travel at Louis Vuitton, craftsmanship at Loewe or overconsumption at Balenciaga. What I gathered is that what luxury means today is extremely subjective. In a time where trend cycles are getting shorter and shorter, I think the emphasis more than ever should be on personal style. The eyewear industry will continue to move in the direction of catering to that, with more product diversity at an affordable price point.





6. Are there any upcoming projects or collaborations you're particularly excited about that you can share with us?


Yes, MØY interiors are finally in the works! It is something me and my team have talked about doing for a long time, and now seems like the opportune time. I’ve just bought a new London home, my brain is naturally preoccupied with renovation plans and interior design. Expect a collection that is both eye-catching and functional to drop soon.


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All imagery is provided by Storm Artist Management.




Website: moyatelier.com | Email: info@moyatelier.com | Instagram: @moyatelier | Facebook: @moyatelier

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