Isis Dunya, new generation upcycling label on Who's Next
Founded by Dunya Boukhers, the label is showcasing its colourful upcycled pieces at Who's Next. On her ultra-fashionable clothes, Isis Dunya mixes identifiable patterns from her brand with a whole range of fabrics, and her ethical, ecological, and inclusive approach is underlined by her Made In Paris production. Isis Dunya brings out the radiance of her bodies in her collections, a reference to her Turkish-Algerian origins.
Meet the woman who is already forging the future of fashion.
Your brand in 3 words?
Upcycling, prints and diversity.
How’s your fair going?
It's very different from what I usually do, because I tend to do BtoC, but this year, we're trying to go wholesale so that we can be distributed, which is our big challenge. It would be great to be able to make some contacts and why not some sales.
What key trends have you incorporated into your designs this season?
We don't operate on a 'trend' basis at all, which is where we differ from other brands - we try to create timeless pieces that don't follow trends. We only work with fabric scraps, which are pieces that are already quite strong graphically. For us, you don't have to follow a trend to be beautiful and stylish.
What challenges are brands currently facing?
As a young designer, to be able to make a place for myself in distribution and wholesale. I'm in production on the project, on my own. I have some trainees working with me but no employees yet, and I'm up against lots of people with real teams. These are limitations I have to deal with every day.
What advice would you give to a brand exhibiting for the first time?
Plan ahead, be well prepared, anticipate your retail and wholesale prices.
