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Aquascutum appoints Joanna Sykes as design director

Luxury British heritage brand Aquascutum has appointed Joanna Sykes as design director for women’s, men’s and accessories.

Sykes, who has an eponymous label that shows at London Fashion Week, graduated from Central St. Martins in 2001 and has designed for Giorgio Armani and Alberta Ferretti.

Her appointment follows the departure of designers Graeme Fidler and Michael Herz, who were head of menswear and womenswear design respectively before they left Aquascutum in March. They have since joined luxury label Bally.

Sykes said: “To be working at the design helm of a brand with global recognition and over 150 years of history is incredibly exciting for me. Cary Grant, Sophia Loren, Greta Garbo and Humphrey Bogart were all dedicated Aquascutum customers.”

She added: “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.”

Aquascutum chief executive Belinda Earl said: “We are delighted to announce Joanna’s appointment as designer director. Joanna has a fantastic eye for detail and cut and she produces clothes we would all want to wear – a perfect fit for Aquascutum. We are also exceptionally pleased that a young British designer will continue to direct the design of this iconic British brand.

“Whilst it is too soon for Aquascutum to be showing at London Fashion Week in September, 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.” 

Aquascutum was bought by Jaeger owner and British Fashion Council chairman Harold Tillman in September.

Sykes will continue to produce her own label alongside her role at Aquascutum.

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