The Selection Was @ Fashionhotel!
Bringing together Swiss and International brands and retailers, Fashionhotel has been over the last three years, the eye-catching Zurich destination to immerse yourself in women's and men's fashion. Strolling along the privatised floors, you discover new brands, spot emerging trends and connect with young designers.
Switzerland is well known for its beautiful landscape and yet less for being an abundant source of talented designers. Indeed, the rise of e-commerce is a chance for many Swiss designers to get out there and broadcast their collections. Carola Strobl, co-founder of FH confirms that "many designers are only present online. As a result, Fashionhotel events are the perfect opportunity for emerging designers to be discovered, to reach their clients, and to get direct feedback - a crucial component for any entrepreneurs."
Fashion and Hotels have always been intrinsically connected to each other. Armani, Versace and more recently Karl Lagerfeld have all infused their style into buying and decorating their own branded hotels. When FH management decided to convert a hotel into a pop-up Fashion House, it sounded fairly self-evident. However, it required flexible and creative people to take up such a great challenge.
This Autumn's edition hosted 100 exhibitors and welcomed over 7'000 visitors. The Selection was there to spot out and interview its favourite designers.
SAVE THE DATE: Fashionhotel Spring Edition is coming up. It will take place between March 16th to 18th.
SPOTLIGHT ON OUR FAVOURITE !
Anna, How and when did the story of Anna Nia begin ? I Have always had the idea of starting my own business. I like starting from the bottom and building my idea up. I started the brand at the end of 2014 but it really picked up when I opened the shop in Torgasse in Zurich 2 years ago. Now it is my daily life, my job. I also see the opening of a shop like the exam, the moment of truth to see if people come into my shop, buy and come back. I was not necessarily predestined to become a fashion designer. I went to drama school in London and come from an actors' family. I started by ironing shirts for theatre companies, I then worked for film productions. This latter experience was extremely fulfilling as you meet different people, body types, characters. I also had an amazing working experience with enSoie. I worked in their Atelier in Zurich for seven years and this helped me completing my knowledge before throwing myself into entrepreneurship. I could design, I could sew but I learnt a lot about running a business: branding, how fast you want to grow. For me, the key to success is to take small steps. I also employ two lovely ladies and raise my two children on my own, so I must carefully weigh the pros and the cons of any decisions that I take.
Who are your typical clients? They are modern women. Because the cuts of my clothes are so simple, a dress can be worn by a 23 year old and as well by a 70 year old. And it works ! They are really into life, they are busy and need to be dressed smart and easy to go to work but also to go out in the evening. I realized that their life style is really similar to mine.
How was your experience at Fashionhotel? I loved it ! I met so many different people who are really interested in me and my brand. They are also sensitive to good quality and good cuts. It was nice to be paid so many compliments, it is a big boost for my self-confidence. It is scary at times because I have 2 employees and I really want them to stay. An event like Fashionhotel pays off for all the sleepless nights, all the hours, all the days inverted. I had three incredible days.
Bruno, how and when did you come about the idea and concept of KA/NOA ? It all started 20 years ago but in my mind. My father was a tailor by passion, unfortunately he was not making a living out it. The only moments I was spending with him was when he was cutting and sewing. Since my kids - Kaia and Noah - never had the chance to meet my father, I wanted to create some sort of virtual link. My father passed on plenty of values to me and I am hoping to be able to share the same with my kids. Because I inherited his passion for fabrics and well-cut clothes and his strong tie to our home country, I wanted to create a masculine line consisting of timeless basics exclusively made in Italy using local raw materials. I started to develop the wardrobe for myself. I am low profile and I am highly demanding: I want quality, I want to know where fabrics come from and where my clothes are being produced. Keeping these pre-requisite in mind, I started my wardrobe project. In 2017 I figured I would let other people benefit from my investment and founded the brand KA/NOA. We opened a shop in Lausanne (address above), started selling though our own online shop (website above) and distributed through therake.com
Who are your clients? My clients do travel a lot and want to prepare their suitcase in five minutes. Every single piece of our collection matches with each other. You can achieve different looks from business to casual without having to drag around a huge suitcase. My clients need an efficient contemporary dressing without comprising high quality standards.
How was Fashionhotel for you? It was extremely interesting as it was the first time KA/NOA attended such an event and was presented to the Zurich public. It started really well, we met tons of people and we sold an interesting stock. It was really for a start-up brand.
Liza, when did you start LIKOV? I started in late 2015. The main idea was to create a fashion line to make woman's life easier. I travel a lot and it is paramount for me to wear clothes that do not need any special care. I hate it when my clothes are wrinkled. As a result, I pay a lot of attention to the cut but also to the material. Most of my collection are made out of an ecological leather that goes to the washing machine and that should not be ironed: THE DREAM My motto is "Easy care, Easy wear, just enjoy the dress."
Who is your best ambassador? Any Woman who enjoys modern, comfortable outfits. I created clothes for every day, for all occasions.
How was your experience at Fashionhotel? Wonderful! I will definitely be present for the next edition with my new collection.
Lukas, How did you come to the idea of creating LMD ? I love creating, I love architecture. I also design furniture- www.lukas-mueller-design.ch. Jewellery is an amazing support for me to express my passion for other cultures, other religions, mythology, and history. I launched my first collection in July last year 2017 and so far and the feedback has been encouraging.
Who is your typical client? All my jewellery is available in four sizes and is being worn by both men and women. My clients like the fact that it is a real eye-catcher. My bracelets are both prominent and filigree. You will make your presence remarkable.
How was your experience at Fashionhotel? It is my first time here and it is good to meet people that appreciate my jewellery, to get feedback. It really helped me to evaluate where I stand. Super positive !