How Emma Cook wants to liven up the Escada label as design director

0
25
How Emma Cook wants to liven up the Escada label as design director





© Courtesy of Escada
Escada Emma Cook Courtesy of Escada


Female brand, Emma Cook fully relies on this card when asked about Escada – too Mode and brand, to the legacy of the Munich company from the glorious 80s and the long roller coaster ride that has followed to this day. “For me it is a woman-for-woman label, of course,” says the 45-year-old Briton, and emphasizes that it makes a subtle difference to determine the line as a female design director.


Stairs Emma Cook


© Courtesy of Escada
Stairs Emma Cook

Emma Cook for Escada: More than a retro resuscitation

In six years there were three men in front of her, including well-known names like Jonathan Saunders and most recently Niall Sloan. “There is a lot of fashion out there. It is important to take your own place, ”is another clear Emma statement. Specifically, this means for those who won prizes early on, who studied fashion at Central St. Martins in the same vintage as Stella McCartney and Alexander McQueen: With all due respect for the strong fashion codes of power dressing – it won’t be a simple retro-reanimation with her give. Rather, Cook wants to visualize what the brand founder would design and wear herself today.



Escada Emma Cook Courtesy of Escada


© Courtesy of Escada
Escada Emma Cook Courtesy of Escada

For me, it’s a woman-for-women label, of course

Emma Cook, Design Director von Escada



Escada Emma Cook Courtesy of Escada


© Courtesy of Escada
Escada Emma Cook Courtesy of Escada


That Margaretha Ley, who died much too soon, a Swedish style Lucia that shone in Munich in the 1970s and 1980s. The model of the Haute couture made a career for Jacques Fath and Christian Dior and had previously completed an apprenticeship with the royal court tailor Leja in Stockholm. And finally founded Escada in 1976 with her second husband Wolfgang Ley. The name of her favorite racehorse should bring luck, Escada comes from the Portuguese and means

Stairway.

That is the vision of Emma Cook as design director of Escada

“No,” says Emma Cook, pulling the “o” until it is, very London, ends in a “u”. This no is a clear rejection of the question of whether they are cuffs, maybe even afraid of the task, after all, the company faced bankruptcy in 2009. This was followed by the takeover by the Indian entrepreneur Megha Mittal and last fall the sale to the Californian financial investor Regent. “The brand had lost its typical characters for many reasons, this vision that Margaretha had and that was so successful. I have a very clear idea of ​​it, yes, a vision of what Escada should look like today, ”Cook explains.

How exactly, she shows with her first collection for autumn / winter 2020/21: stunningly confident, with strong patterns and colors, adult-female cuts and a perfect eye for decorative details. Above all, the gold-colored, hand-forged logo buttons. “We have revised everything to a higher value – the fabrics, the cuts, the Accessories. The price structure should remain stable, ”says the mother of two daughters. Margaretha Ley would love the modern power dressing 2020/21.



Escada Emma Cook Courtesy of Escada


© Courtesy of Escada
Escada Emma Cook Courtesy of Escada



Escada Emma Cook Courtesy of Escada


© Courtesy of Escada
Escada Emma Cook Courtesy of Escada

LEAVE A REPLY

Please enter your comment!
Please enter your name here