17 May 2010

Joanna Sykes is the new Design Director at Aquascutum!

Hot News Just In! Brit classics label Aquascutum has appointed Joanna Sykes as design director.

Sykes will oversee the women’s, men’s and accessories collections for the 158-year-old luxury fashion label, which last Autumn was bought by Harold Tillman and Belinda Earl of Jaeger. Earl, the chief executive of Aquascutum, said of this morning's appointment “Joanna has a fantastic eye for detail and cut and she produces clothes we would all want to wear".
 
Sykes graduated with first class honours from Central Saint Martins in 2001, before working for Giorgio Armani and Alberta Ferretti. She launched her own label, Sykes, in 2007, which quickly became a cult hit amongst fashion editors for its simple classics in luxurious fabrics, from silk T shirts to cashmere peacoats.

As Earl says, the designer is "a perfect fit" for Aquascutum, which is most famous for its high quality classics, particularly trench coats. The house holds several royal warrants, and has dressed style icons as varied as Margaret Thatcher, Sophia Loren and Humphrey Bogart through the decades. As Sykes herself says of her appointment; “to be working at the design helm of a brand with global recognition and over 150 years of history is incredibly exciting for me... My aim is to continue to create beautiful, relevant, understated clothes and accessories with subtle detail and the unconventional sexiness for which I am known. I want to combine this with a respect for Aquascutum’s heritage, an appreciation of the ground breaking fabrics the brand has pioneered and of course a celebration of the tailored suit, outerwear and the iconic trench coat.”
 
Sykes takes over from Graeme Fidler and Michael Herz, (who were head of the label's menswear and womenswear respectively). She will continue to design for her own label, alongside her role at Aquascutum.

But it seems it'll be a little while before we see what Sykes is going to do at the iconic British brand. As Earl said "it is too soon for Aquascutum to be showing at London Fashion Week in September..[but] Joanna’s influence in the brand will begin as of now and be fully reflected in the men’s, women’s and accessories collections next year.”

So it'll February 2011 before we get the first glimpse of Sykes’ classic cool on the Aquascutum catwalk.

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