Sara Cavazza, creative director of Genny, has teamed up with Ounass to launch a capsule collection primed for the Middle East’s modest aesthetic, while still maintaining the brand’s crisp Italian edge. Vogue Arabia spoke to the luxury e-commerce site’s senior vice president of buying, Eda Kuloglu, about the new collection that launches today. “Genny has always been a very strong fashion forward brand since back in the 1970s where Gianni Versace was the creative director. Over recent years it has taken a new very modern approach, which suits our Ounass customer very well, which is why we have added the brand to our portfolio.”
So what can we expect from the fresh line-up of key pieces for the Fall 2017 season capsule? “With the exclusive capsule we worked with Genny’s design team on really honing in on some key shapes and lengths that we know work well for our customers and our region,” said Kuloglu. “There are styles that work great for a dinner and styles that would also work for a wedding, so there is something for any occasion.”
Ounass has successfully mixed global and local names for its brand offering, keepings its fingers on the pulse of trends in both the East and West. “We curate our buys very carefully based on what our customer wants firstly and then, of course, which trends are showing in the market,” explains Kuloglu. “We also support our local designers and we are very fortunate to have some very good talent in the region at the moment and this is something we are continuously expanding our offering within.”
As the storied house of Genny adapts its design signature for its Middle Eastern clientele here – expect longer hemlines and peek-a-boo panelling – the collection certainly blends the aesthetics of East and West for winter in the region.
The Genny X Ounass capsule collection is available from mid October on Ounass and ships across the Middle East.