Last month Joanna Sykes sadly left her role at Aquascutum and at the time, nothing was said about what her next move would be. Today, though, Nicole Farhi has confirmed that they have appointed her as the new creative director of the brand.
'Nicole Farhi has always been about timeless style and effortless elegance,' Farhi said in a statement. 'Jo understands these qualities and bring a fantastic eye for detail, as well as a great understanding of cut, proportions and fabrication,' and it's true. Her work at Aquascutum always proved a hit with critics but was often clouded by the label's financial woes. Hopefully her new role will enable her to deliver more of what we know she can do.
Sykes will start at the beginning of September so her first collection will be for A/W13.
This week WWD confirmed that Joanna Sykes will leave her position as the creative director of Aquascutum at the end of the month.
The news doesn't come as a surprise. While Sykes continues to get strong reviews for her collections, to say that things have been rocky at the brand would be a understatement. Despite having a huge cash injection by Harold Tilman and Belinda Earl in 2009 and the team working tirelessly to turn things around, their financial problems haven't disappeared. It was only a matter of time, then, before Sykes decided to go.
'It is very early days for us as a new management team, but we will shortly announced structural changes that will focus the business and ensure the longevity of this incredible British heritage brand,' Tim Daly, Aquascutum's new chief executive director, told WWD last month before Sykes' departure was announced. According to Daly, the decision was mutually agreed.
Yesterday was a really sad day as Aquascutum confirmed that are going into administration. In a statement the board explained that 'the senior management team have worked tirelessly to develop and build the Aquascutum brand and offer.'
Despite their efforts, the news didn't come as a surprise. For a long time reports have been surfacing confirming that the brand's financial problems were dire. Things looked like they were possibly on the up back in 2009 when British Fashion Council chairman Harold Tilman and Belinda Earl bought the company and brought on designer Joanna Sykes to serve as creative director but sadly the company continued to make significant losses. 'The challenging conditions in the UK, however, has unfortunately meant that the team have been unable to develop and build the Aquascutum brand' the statement said.
Classic and elegant label Aquascutum has a new design director, the fabulous Joanna Sykes. After setting its sights on the Sykes and getting the result it hoped for, the 158-year-old brand is about to get the Joanna touch. On choosing Sykes, Belinda Earl of Jaeger and Chief Executive of Aquascutum said “Joanna has a fantastic eye for detail and cut and she produces clothes we would all want to wear."
In charge of Menswear, Womenswear and Accessories, Sykes hopes to bring her own unique touch that we have seen her bestow upon previous clients Giorgio Armani and Alberta Ferretti. Also as a successful graduate of Central Saint Martins and having her own label 'Sykes' launch in 2007, she is the perfect choice for the iconic British brand.
She described her collaboration with the brand as "incredibly exciting and I hope 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.”
Unfortunately we won't get to see any of Sykes work until next February since it is too soon for Aquascutum to be showing at London Fashion Week in September stated Earl to press. She will continue to work for her own label alongside her new position at Aquascutum.
