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Sykes closes eponymous brand to focus on Aquascutum

Aquascutum design director Joanna Sykes is to axe her eponymous luxury womenswear label to focus on her designs for the British heritage retailer and brand.

Autumn 10 will be the last collection for Sykes.

Sykes has plans to relaunch the Sykes label in the future, according to reports, and will continue to offer a bespoke service to private clients.

The final autumn 10 collection will be shipped to Harvey Nichols and Matches stores next month.

Sykes, was appointed design director for women’s, men’s and accessories at Aquascutum in May this year, following the sale of the brand to Jaeger owner and British Fashion Council (BFC) chairman Harold Tillman last September and the subsequent departure of designers Graeme Fidler and Michael Herz.

Sykes was previously awarded NEWGEN sponsorship for three consecutive seasons by the BFC, allowing her to show the Sykes label at London Fashion Week.

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