It has been quite a year for Lebanese designers George Azzi and Assaad Osta. The founders of the brand Azzi & Osta have tackled the challenges brought by the Beirut explosion and the coronavirus pandemic, and now, the label is launching its online store.
Over the last few years, the brand has promised its commitment to promote slow fashion across the world; and the launch of its first-ever e-commerce store is designed to do just that. Launching today, December 14, the online space represents the label’s mindfulness of the changing times and the importance of sustainability in the fashion realm. This is shown by the use of the pre-order business model, which allows the company to better create the balance between the supply and demand of the products and also minimize production waste. The online store features Azzi & Osta’s FW21 and SS20 ready-to-wear collections that are available for pre-order, where customers can expect to receive their pieces within two to four weeks of placing their order.
Since its launch in 2010, Azzi & Osta has become one of the world’s most sought-after brands, adored by many across the world including Beyoncé, Kendall Jenner, and Queen Rania. As the brand celebrates the launch of its online store, Vogue Arabia spoke to the founders, and designers George Azzi and Assaad Osta about what customers can expect from its e-commerce launch.
Tell us about your decision to launch your online store.
With all the uncertainty that 2020 brought, accessibility became a priority; especially with the demand we received from worldwide clients, so we felt it made perfect sense with our business model. On a strategic level, as a brand that creates both haute couture and ready-to-wear, it was an important stepping stone for awareness and outreach, in order to highlight the difference between haute couture being exclusive and made to measure, and ready-to-wear being fluid, accessible, and a lifestyle line.
What can customers expect from the online platform?
Clients can enjoy full access to the brand collections, videos, ethos, and values, as well as brand news, and new line introductions. It will be the Azzi & Osta essence and DNA in one digital platform.
As Lebanese designers, what is the most important thing this year has taught you?
Appreciation and strategic thinking; giving back to the world and enriching the brand’s sustainable values.
Why are business models, such as the pre-order one important in today’s world?
A pre-order model helps preserve the world’s well-being. It promotes slow fashion, lowers waste, and for a brand like Azzi & Osta that appreciates its worldwide partners, it creates the much-needed balance in giving them priority access.
What is next for Azzi & Osta?
We would like to believe that 2021 will be a rejuvenating year with a lot of new plans forming, based on the learnings of 2020. We have the upcoming haute couture collection for SS21, enhancing more of the unconventional craftsmanship the brand has always conveyed and will be introducing a lot more on the sustainable approach. We also have the ready-to-wear 2021 collection that speaks to the new world. Our audience, clients, and friends of the brand are always the main reason behind the brand’s developments.
Azzi & Osta collections are now available to shop on their e-commerce store, Azziandosta.com