ASSEL Kazakhstan brand appeared on the global Farfetch website
Farfetch is an online luxury clothing store founded in 2008 by Portuguese entrepreneur Jose Neves. The platform collaborates with 750 designers and boutiques and delivers to over a million customers in 190 countries. It is headquartered in London with offices in New York, Los Angeles, Guimaraes, Lisbon, Porto, Sao Paulo, Moscow, Shanghai, Hong Kong and Tokyo. Farfetch works with 1,500 brands, including Valentino, Saint Laurent, Dolce & Gabbana, Prada, Gucci, Fendi, Balenciaga. The business model is built on receiving commission from sales. In 2015, the company's sales exceeded $ 500 million.
In early November, the Kazakh brand ASSEL appeared on the Farfetch site. The founders of the brand, Asel Nusipkozhanova and Elena Shakhmammadli, told The Village about how it happened.
ELENA: We met with representatives of Farfetch at the seasonal presentation of the fall-winter 2017/2018 collection in Paris. We agreed that the collection will be located during one season. We will receive reports after the end of sales of the collection or when the store switches to the discount season. Approximately - by mid-December. From the collection on the site, there are now only eight models in three sizes.
We cannot answer about pricing and margins - we are not entitled to disclose details of the financial relationship between the store and the brand.
ASEL: The collection is called "L'anima come il giardino" - "The soul is like a garden." I was inspired by the example of my mother, and this phrase represents the word "mom".
The ASSEL girl is sincere towards the world and, above all, towards herself. She is part of a rhythmic metropolis and a modern nomad. She is looking for her image regardless of trends: the main thing for her is that clothes should carry meaning. She feels special, travels a lot and is ready for new discoveries.
Photos of parents and their friends helped a lot when drawing up the mood board. We had to revise photos from the archives of old Alma-Ata in order to feel the general atmosphere. I watched all the videos of Rosa Rymbaeva and the Aigul ensemble and was inspired.
The fabric is usually always selected depending on the season, the mood of the collection and the quality. We use 90% natural fabrics.
ASEL: I was born in Taldykorgan. I wanted to become a designer since childhood; I always drew, and my mother put aside the drawings and supported me. After the ninth grade, she entered the Almaty College of Decorative and Applied Arts, specializing in "Fashion Designer", then studied at Istituto Marangoni Milano. It was the teachers of the institute who inspired me and turned my idea of design upside down. My favorite designers are Cristobal Balenciaga, Nicolas Gesquière, Dries Van Noten and Martin Margiela, and my favorite collection is Balenciaga F / W 2010 by Nicolas Gesquière.
ELENA: Presentation of the ASSEL collection at Farfetch is not only the development of the brand, but of the fashion industry in general. We value all stores and the relationship with them, which is why Farfetch is as important a customer as everyone else.We receive various proposals, but we do not announce them in advance. We are constantly working to improve the product and consider it from different angles: uniqueness, creativity, commercial benefit and optimality.We expect stability from our partnership with Farfetch. Regardless of whether the store is large or small, it is important to have a consistent brand presence on the market. We think and believe that our cooperation will last for several seasons.We have big plans. Now we are expanding the space for the production part, making two collections in parallel and recruiting a team. In January, next season's sales campaigns will begin and next spring's collection will be delivered to stores.
Перевод статьи: Жарасова Сымбат
Источник:https://www.the-village.kz/village/service-shopping/first/779-assel-farfetch?from=readmore
In early November, the Kazakh brand ASSEL appeared on the Farfetch site. The founders of the brand, Asel Nusipkozhanova and Elena Shakhmammadli, told The Village about how it happened.
ELENA: We met with representatives of Farfetch at the seasonal presentation of the fall-winter 2017/2018 collection in Paris. We agreed that the collection will be located during one season. We will receive reports after the end of sales of the collection or when the store switches to the discount season. Approximately - by mid-December. From the collection on the site, there are now only eight models in three sizes.
We cannot answer about pricing and margins - we are not entitled to disclose details of the financial relationship between the store and the brand.
ASEL: The collection is called "L'anima come il giardino" - "The soul is like a garden." I was inspired by the example of my mother, and this phrase represents the word "mom".
The ASSEL girl is sincere towards the world and, above all, towards herself. She is part of a rhythmic metropolis and a modern nomad. She is looking for her image regardless of trends: the main thing for her is that clothes should carry meaning. She feels special, travels a lot and is ready for new discoveries.
Photos of parents and their friends helped a lot when drawing up the mood board. We had to revise photos from the archives of old Alma-Ata in order to feel the general atmosphere. I watched all the videos of Rosa Rymbaeva and the Aigul ensemble and was inspired.
The fabric is usually always selected depending on the season, the mood of the collection and the quality. We use 90% natural fabrics.
ASEL: I was born in Taldykorgan. I wanted to become a designer since childhood; I always drew, and my mother put aside the drawings and supported me. After the ninth grade, she entered the Almaty College of Decorative and Applied Arts, specializing in "Fashion Designer", then studied at Istituto Marangoni Milano. It was the teachers of the institute who inspired me and turned my idea of design upside down. My favorite designers are Cristobal Balenciaga, Nicolas Gesquière, Dries Van Noten and Martin Margiela, and my favorite collection is Balenciaga F / W 2010 by Nicolas Gesquière.
ELENA: Presentation of the ASSEL collection at Farfetch is not only the development of the brand, but of the fashion industry in general. We value all stores and the relationship with them, which is why Farfetch is as important a customer as everyone else.We receive various proposals, but we do not announce them in advance. We are constantly working to improve the product and consider it from different angles: uniqueness, creativity, commercial benefit and optimality.We expect stability from our partnership with Farfetch. Regardless of whether the store is large or small, it is important to have a consistent brand presence on the market. We think and believe that our cooperation will last for several seasons.We have big plans. Now we are expanding the space for the production part, making two collections in parallel and recruiting a team. In January, next season's sales campaigns will begin and next spring's collection will be delivered to stores.
Перевод статьи: Жарасова Сымбат
Источник:https://www.the-village.kz/village/service-shopping/first/779-assel-farfetch?from=readmore