Joanna Sykes'S Choice To Retreat In Order To Advance

Aquascutum 2010/11 autumn winter dress

This is a famous brand founded in London, England in nineteenth Century. It is famous for its classic, elegant style, exquisite craft and excellent reputation.

In 1851, John Emery, a British tailor, founded the brand name.

He invented the waterproof wool fabric and obtained the patent of the innovative technology. He became the first person to introduce rainproof clothing.

The name of it is derived from two Latin words Aqua (water) and scutum (shield).

In the face of capricious British weather, he offered a fashion protection.

In the first World War of 1914, in the field of battlefield warfare, the company developed a new trench windbreaker to keep the soldier's body warm and dry. Now this landmark garment has long been popular. It has shown its uniqueness and innovation, and has become a synonym for luxury, long-term and fashion.

In 2001, Joanna Sykes graduated from the central Saint Martin School of art and design with distinction.

After 6 years' design in Giorgio Armani (Giorgio Armani) and Albert Ferti (Alberta Ferretti), she launched her own brand name Sykes in 2007.

Today, Sykes's design series is sold to the best retailers in the world.

Recently, Joanna Sykes was awarded the new generation of designers supported by the British Fashion Council second, which means that her design series was released on the London Fashion Week in September with sufficient financial support.

But the bigger challenge Joanna faces is from the company.

In May, when he accepted the appointment of Joanna, he said: "I am very excited to be responsible for the design of a world-famous brand with more than 150 years of history.

Stars like Gary Grant, Sophia Roland, Greta Gabo and Humphrey Bogart are all customers who love her.

My goal is to continue to create beautiful, exaggerated costumes and accessories with the subtle details and unconventional sexuality that I understand.

I want to combine these combinations with the praise of the tradition, the brand's reputation in the fabric field, and of course, the reputation of the tailored suit, the outdoor outfit and the iconic trench windbreaker.

Belinda Il, chief executive of the company, said: "for the details and tailoring of the costumes, Joanna has an unusual vision. The clothes she designs are what we all want to wear, which is quite similar to the" James ".

We are also very pleased that a young British designer will continue to manage this landmark British brand design. "

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Interview

Joanna Sykes, the newly appointed design director of the brand, has been working hard.

But the designer who is funded by the new generation project faces another choice.

Q: Why did you decide to suspend your personal brand?

Joanna Sykes (hereinafter referred to as answer): This is a tough decision.

I stopped most of the costumes, but still will be friends and private customers, because I love them.

I'm very excited about it.

This is not just changing its clothing series.

We are looking at the whole brand, store interior and marketing, so it takes a lot of time.

This is the right decision.

I am quite careful and serious.

I want to maintain full participation in this kind of work.

Q: what is life like in the age of James?

Answer: very excited.

We have many talented people who have joined our team. I have put a lot of energy into the work process.

This is a great company.

Q: This is a brand with historical tradition. How do you make it more modern?

Answer: it is certain that women's clothing will change.

Men's wear will develop even more. Now this is a bigger part of business.

I have to invest a lot in this series.

This is a rare opportunity.

This is consistent with what I want to do.

Q: when these things are timed, will you let the Sykes brand come back?

A: I am not sure when to bring the brand back to the market, but I am sure to do so.

I always regard Sykes as a very good business in the retail field.

I will probably keep it until there are suitable partners and resources in development.

Q: does your experience in the company affect your brand?

A: when I bring my experience back, I will probably make men's clothing.

Men's clothing is one of the reasons why I am so excited about joining the company.

For me, this is a new brand, dedicated to the design of a men's wear series, though I always refer to it in my personal series.

The men's clothing of the two is very particular about the details, which is more unified than the women's wear series.

Working in Saville street is an exciting opportunity and challenge.

Q: what is the biggest difference between working in the company and working in Sykes?

A: it's quite interesting. Now I have a bigger team, but there is no big difference.

But it takes a lot of time to cultivate. That's why I decided to put aside my things for the time being.

When you really want to succeed in something, it requires a lot of energy.