Nicole Farhi appoints Joanna Sykes as Creative Director

by Katie on July 17, 2012

Good news on the way. Neigh, great news indeed.

Ever since Aquascutum went into administration in April the cards were on the table. Aquascutum had only just gone through a swift new re-brand with the quite brilliant Joanna Sykes at the helm as design director and, after only a couple of seasons which made their mark with the global fashion pack, Sykes’ brand of considered, structured and paired back femininity with beautiful detailing and luxe fabrics hit the hard reality of commerce. She left her role at the end of June.
Step forward the evolutionary and forward-thinking Nicole Farhi, itself going through something of a re-awakening in its 30th year of business with the announcement of the appointment of Joanna Sykes as creative director, effective September 1st.
Sykes, who studied at Central St Martin’s pre roles at Matches, Armani and Aquascutum was described by founder, Nicole Farhi as “the perfect appointment for the company,” adding “Nicole Farhi has always been about timeless style and effortless elegance. Jo understands these qualities and brings a fantastic eye for detail, as well as a great understanding of cut, proportion and fabrication.” Farhi herself remains a significant shareholder and key partner in the business.

Sykes will certainly bring more credibility and a very ‘now’ approach to minimalism to the brand (in the same vein as compatriots, Phobe Philo, Hannah MacGibbon and Clare Waight Keller) that focuses on simple sophisticated cut, beautiful fabrication and wearability.
Sykes states, “I am extremely excited at the prospect of joining Nicole Farhi. It is an iconic, British brand with fantastic heritage and enormous potential. I can’t wait to get started.” 

Sykes will start at the beginning of September and her first collection will be Autumn Winter 2013. Put it in your diaries now. That’s a show not to be missed during London Fashion Week in February.

Catwalk pics of Joanna Sykes collection for Aquascutum’s S/S’12 used by kind permission of

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