BEAUTY, STYLE, HARMONY, GRACIA AND GOOD MOOD DEPEND ON MUCH DEPENDING ON SIMPLE AND SIGNIFICANT THINGS. THIS APPROVAL FOR A LONG TIME HAS ALREADY BEEN PROVEN BY MANY CULTURES AND PEOPLES OF THE WORLD, BUT IT IS VERY RARE WHY IT IS SUCCESSFUL IN OUR DAYS TO APPLY IT IN PRACTICE. THE FAMOUS ENGLISH-IRANIAN DESIGNER ISKANDER (BORN FROM THE MOTHER-ENGLISH AND THE FATHER-IRANIAN) Brought FEATURES OF THE BOTH REACHED BY HERITAGE, CULTURE, IN ITS UNIQUE PIECES. The result was the birth of the ESKANDAR brand, which, for many, is associated with simplicity and elegance. HAVING OWN BOUTIQUES OR CORPORATE DEPARTMENTS OF ITS CLOTHES IN ENGLAND, FRANCE AND THE USA, ISKANDER REPRESENTS THEM IN THE UAE TODAY. EXCLUSIVELY IN THE FASHIONABLE GALLERY SAKS FIFTH AVENUE AT THE BURJUMAN SHOPPING CENTER.
We managed to talk with Iskander, and convey our conversation with him to you, dear readers.
- Who is Iskander? How do you see yourself?
- I would call myself a breath of fresh air in the fashion world. Thanks to my roots and international experience, I can create very recognizable and interesting collections that do not become obsolete over time.
- Then who are your fans?
“People who buy my clothes know exactly who they are and who they want to be.” My clothes allow people to emphasize their individuality, and do not try to squeeze them into some universally recognized framework, making me feel not at ease and in general, not quite myself.
- Why did you decide to do just the fashion design?
- I did not decide anything. This fashion design has chosen me. I always loved to draw, and all the time I invented and made something, for example, decorative candles. In my very early childhood, my grandmother taught me how to knit, and I began to knit sweaters as a gift to my friends. A little time passed, and people began to ask me to knit them some things to order, and they willingly bought them. At one point, I realized that I just couldn’t handle this volume of orders, because then I would have to sit and knit around the clock. Then I hired assistants who began to knit with me, and the people who sold our products. So, my first sweaters gathered in a collection that was first presented in London, then in Paris, New York, and now here in the Middle East.
- How do you imagine the person for whom you create your collections?
- When I create clothes, I usually do not mean anyone specific. My models are more a reflection of my own mentality and lifestyle. Creating a new thing, I concentrate on my feelings and completely rely on a flight of fantasy. I saw my clothes on adults and confident people, on those who want to stand out from the crowd and be different from others.
- Do you analyze your working hours or is it more a creative process?
- In the business world, you need to strictly follow the time frame. There is a certain time when you need to buy fabrics, there is a moment when the collection must be completely ready, given that it needs to be sent to different countries. And everywhere she should appear at the appointed time. Speaking of me, I have a very tight work schedule. Any collection begins with the selection of fabrics and accessories. As soon as the samples are selected, I begin an active marketing activity, go round the shops that sell my collections. After that, I return to my studio and work as if I were obsessed. I have no days off. And I work almost 16 hours a day. When the first models of the new collection are ready and prices are set for them, I personally monitor how these samples are sold in certain stores. And then everything repeats over and over. Like a vicious circle.
I am very happy when I have the opportunity to relax for ten days between collections. But this vacation is not guaranteed. Therefore, as you can see, a fashion business is subject to a time frame, but I know how to maintain a balance between business and creative aspects in the process of fashion design. I always carry a laptop with me to keep abreast of things, being far from the workshop.
- Unlike many leading fashion designers who just flock to the spotlights and love to bask in the rays of glory, you seem to be shy of the attention of journalists. Why? And what strategy do you use to advertise your collections?
- I do a lot of promotions myself when I visit the shops selling my clothes. I believe that meetings with sellers and buyers are very important, as they provide an opportunity to receive direct feedback about my work. I am beginning to understand what people expect from my next collections, what they like and what is best avoided, and this makes me create.
In addition, I am a businessman and can count well. Therefore, I constantly calculate the probabilities - which colors will be most in demand in a given season, what materials and silhouettes interest buyers in different regions. I do not arrange fashion shows, but I work directly with shops. Such a marketing strategy and practice seems very successful to me.
- Where do you see yourself in the future?
“It seems to me that all I do is just the tip of the iceberg.” As a company leader, I want to be known around the world. As a designer, I want to start developing my own collections of jewelry and accessories. And as an ordinary person, I feel that I am still very young and I can achieve a lot. The main thing is to go forward confidently and not be lazy.
- If you had not become a clothing designer, where would you apply your talent?
- I would become involved in interior design. I believe that a beautiful house consists of color, texture and fabrics. I see myself with a beautiful tablecloth or bedspread in my hands. In general, I could not go far from my "I". This is a natural process. Like evolution.
