Ayt Studio gets a path between contemporary fashion and artistic commitment

Like major painters and sculptors, fashion designers and luxury houses are now benefiting from retrospectives in museums around the world. However, If the bridges between fashion. In addition, art have multiplied for a decade, motivations can be diverse for ready-to-wear players, between research of artistic legitimacy, creation of new experiences or fruitful commercial operation.

For Yasmine El Kadiri, passed by Kenzo, Celine and Saint Laurent as a specialist in merchandising and who was on the front line ayt studio gets path between to observe this expression of collections around works and artists in store, this trend represents an opportunity. However, “When I observed initiatives, often it was work related to an artist’s work. Nevertheless, But I believe that there is a space to create a dialogue with artists. Similarly, where the artist participates and influences the creation process. For example, For me, creative commitment is a engine, even if I have commercial training. Nevertheless, And I had this desire to co-create”.

The designer first puts her project to the test of the IFM Entrepreneurship program. In addition, before developing the first Ayt Studio collection from mid-2024. For example, With the desire to create limited editions around his collaborations with artists. “I wanted to approach these collections under the concept of editions because I did not want work to be associated with a special season. there is a kind of timelessness.”

For ayt studio gets path between this first edition. the designer collaborated with the Lille artist Remed (Guillaume Alby in the city) to find the interpretations most suited to the clothes of the painter’s works. Together, they explored the possibilities of exploiting the details of certain works and the placements of the prints. A collaboration which relates to around twenty pieces. in particular fluid viscose dresses whose All Over prints made in Italian workshops take up the graphic and colorful work of Remed. Shirts. t-shirts, silk squares and leather bags, made in the Tarn, make up a complete and colorful cloakroom that has been divided into four chapters.

“I work the print. it is a niche in the world of fashion but it is an interesting expression in terms of colors and volumes, explains the entrepreneur. I am addressing a community that is sensitive to the artistic approach. I think in terms of silhouette. with dresses, shirts ayt studio gets path between but also accessories, explains the designer who claims sourcing in a short circuit. The Ayt Studio style through contemporary cuts. fluidity and optimism as well as the presence of certain pieces which are my references, such as shirts oversize. I want to affix markers who will reassure the client “.

A universe that is expressed on the net. via the aesthetic merchant site of the label, but Yasmine El Kadiri puts on physical encounters to give the best expression of its concept. An approach validated after a pop-up in the marsh in the spring in which the works of Remed responded to the clothes presented. which allowed him to touch a French but also international clientele.

Thus. the designer hollows out this furrow and exhibits her creations until the end of July in ayt studio gets path between the We Are club in Paris, installed on rue Saint-Honoré and dedicated to the creative industries. The brand will then settle in large in the new Lille place of We Are. at 22, Place Louise-de-Bettignies, in the heart of Old Lille. Before offering another installation for a few days in the Paris space, during the next fashion week woman.

“This period is also an opportunity to meet buyers. including department stores which are interested in concepts that mix different universes. I am convinced that in the plethoric offer of ready-to-wear, which will make the difference is authenticity and commitment. The relationship with the wholesale Can take time but there are opportunities around different places. such as art foundations, and I really believe in hotels. These are places where it is possible to express this relationship between the collection. the works of the artist, “explains the entrepreneur, who is advancing in ayt studio gets path between relations with resortsto offer his editions as cruise collections.

With its original concept, beyond the seduction of buyers, Ayt Studio must also imagine another approach to fashion distribution.