During an internship in a couture atelier, Jennifer Koh realised the amount of high end silk fabrics that were wasted. This provoked in her the need to research solutions to avoid the environmental issues that are caused by the garment industry. Koh also became more aware of the amount of waste resulting from fast fashion, and the impact that trends have on this. She points out that although it can be wasteful, couture is of better quality and more durable compared to fast fashion. This is because there is still a sense of craftsmanship and attention to detail in couture.