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THE LUXURY COUTURE HOUSE FOR CHILDREN
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THE DESIGNER
THE INTERVIEW

An interview with Winnie gives us an insight into the wonderful world of Mischka Aoki and what really is involved in the creation of these magnificent dresses.

What made you decide to do 'couture' in the first place?
I think it is important to be true to what you love; that's the only way you will create something unique. I have always loved and appreciated the intricate details and craftsmanship in couture fashion. The freedom to create something individually unique. exploring different techniques, processes and fabrics and the ability to concentrate on creating something beautiful is of most importance to me. Those who buy Mischka Aoki know they are buying a beautifully created. meticulously crafted, exceptional quality and one of a kind pieces.

Mischka Aoki is known as THE Haute Couture for children, what's your perception on this, and how does it relate to your creation process?
I think there are many interpretations of the word Haute Couture. To me Haute Couture is high-end fashion that requires more skilful techniq ues and can take hund reds of man-hou rs on one dress alone. This technique is extensively adopted on a wide selection of styles on every collection. Creating these dresses requires an artistic eye for fine detailing as quite often no patterns/markings are used at all in the process. Every dress is unique. A Mischka Aoki dress can take 300 hours to produce with at least 8 people working on one. We source exclusive fabrics from all over Europe, and also create our own in-house designs. Every dress has some form of intricate handwork whether it be with embroidery or embellishments, etc.

What makes Mischka Aoki unique than any other brands in the market?
I believe that we offer something very unique and original, which no brand have successfully achieved. We are off ering people ready to wear Haute Couture dresses. which have been made adopting Haute Couture techniques, but available in regular standard sizing, eliminating months of waiting times. There is a niche of people who appreciate the fine detailing and time that goes into designing and creating these dresses and we want to make it more accessible for the childrenswear market.

So what is actually Mischka Aoki DNA and its positioning in the market?
Mischka Aoki is a premium luxury label for children. Consumers of our brand are fashion and design conscious people, with high disposable income and they are part of the in-crowd. When people buy Mischka Aoki they are buying exclusivity, luxury and unparalleled characteristic.

Future Plan on Mischka Aoki
Our aim was to translate the brand and its quality to our consumers, now that we have established ourselves in the market and our customers are familiar with who we are, I am confident we can successfully expand our collection with the introduction of more casual pieces and accessories.

We are also exploring expanding to new regions. Presently we have established ourselves well in the Middle East, UK, USA. Russia and some European countries, and now we are looking forward to further our reach to Paris, Milan and other fashion capitals of the world.



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