Joanna Sykes's Decision To Retreat In Order To Advance (Chart)

Anna Sykes

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Nowadays, more and more

Choice and

Cooperation, and sometimes designers need to make trade-offs.

In the first ten days of August, British designer Joanna Sykes (Joanna Sykes) announced that she would suspend her beloved brand Sykes. The news made the British fashion world an uproar.

The reason is that she was named Britain's oldest fashion house in May of this year.

(Aquascutum) the design director is in charge of the design of men's wear, women's wear and accessories.

The purpose of this is to concentrate on the first series that she designed for the brand.

For some lucky key customers of her brand, she will also create clothing for booking, but for most consumers who like her brand, she will have to deal with the temporary absence of the brand.

Joanna Sykes said in an interview with the media: "when you start from scratch and put your mind and body in building something, it is very difficult to make that decision.

But I am a meticulous and meticulous person.

I have a lot of work to do. These are the tasks I should concentrate on.

This is what I think is really my aesthetic brand. I want to put a lot of energy into it at the moment.

The brand is so brilliant that the team is full of lovely people. I really want to make the best use of this rare opportunity. "

In May 17th this year, he announced the appointment of Joanna Sykes in London.

Chief inspector.

After the departure of Graeme Federer, the design director, and Michael Herz's pformation to the Bari brand, the traditional British brand, the latter, finally calmed down.

For Joanna, it is now very tight to release from London Fashion Week in September.

The influence will start from now on, and her career will be fully reflected in next year's men's wear, women's wear and accessories series.

One is a brand with a long history, and the other is new.

The latter should bring fresh breath to the former, and the former also provides an opportunity and challenge for the latter.

Aquascutum 2010/11

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, the British tailor

Founded the brand.

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).

It's a kind of English weather for people.

Protection.

In the first World War of 1914, in the field of battlefield warfare, the company developed a new trench windbreaker to keep the soldiers warm and dry.

It has been famous all over the world. It shows its uniqueness and innovation, and has become a synonym for luxury, long-term and fashion.

In 2001, Joanna Sykes graduated from London Central Saint Martin with distinction.

School of design.

In Giorgio Armani (Giorgio Armani) and

(Alberta Ferretti) after 6 years of design, she launched her own brand 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, subtle details and unconventional sexuality that I understand.

And accessories.

I want to combine these combinations with the praise of the tradition, the brand's outstanding reputation in the fabric field, and of course, the tailored suits, outdoor outfits and the symbolic trenches.

Reputation. "

Belinda Il, chief executive officer of the company, said: "for

The details and tailoring, Joanna has an unusual vision. The clothes she designs are what we all want to wear, which is quite similar to the other.

We are also very pleased with a young man.

We will continue to manage the design of this landmark British brand. "

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

But this is funded by the new generation project.

But faced with 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.

It's not just about changing it.

。

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: in

How's your life?

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 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, you will let them go.

Coming back?

A: I'm not sure when I can make it happen.

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 do it.

。

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.

stay

Work is an exciting opportunity and challenge.

Q: work and stay in the company.

What are the biggest differences in work?

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.