RAMADAN/RESORT COLLECTION - MIDDLE EAST EXCLUSIVE - 2019
My journey with DKNY has been amazing, working alongside GIII the parent company was one of the most exciting times in my career whilst at Alyasra Fashion. Taking on one of the worlds leading and in many ways pioneering brands and then reigniting its flame in the region was a joy. Hard work, long hours, constant travel, you name it we did it.
GIII, hands down are the example of what a true partnership looks like, their commitment and support in everything that we asked for was exceptional. We were one team and we made it happen.
We all know that putting our customers at the forefront and adapting brands to regional requirements is inevitably a win win for all and based of the strength of this partnership I proposed to the brand that I create a collection directly focused for our Middle Eastern regional demographics, classy, elegant, subtle embellishments all with the DKNY signature at the core.
With their support and total trust in my creative direction, I set out with a team of 4 to create one of the fastest selling RTW collections they have ever produced for the region.
The collection that I designed was for Resort, Ramadan & Spring/Summer. It had sell throughs over 98% and a demand for replenishment and repeat styles, the fastest selling collection with unprecedented sales. When you know your customer and you focus on the target demographic ensuring that you are supplying exactly what they are in need of, then it will be a success for both the business and your customer.
Centred around the New York city landscape, skylines defining the details, subtle beadwork and an overall DKNY attitude
Some moments in an incredible journey, creating a collection that I am very proud of, thank you GII, thank you Simie, Jenny, Anu and Audrey, you guys rock.
