Designer Spotlight – Alythea

Euny Cho

Merchandiser

www.alytheafashion.com

Booth: 273

 

Describe your Immediate Holiday/Resort 2012-13 Collection. 

Our collection is created by transforming metallic, sequins and gold treatments into playful yet elegant and romantic pieces that allow for both daily wear and special occasions. The material used is a premium quality, heavier chiffon called Amunzin. We also use rose gold and mint sequins to create a unique touch.

How do you go about deciding which trends are important for the season?

I travel throughout Europe andAsiaobserving fashion trends, discussing these trends with my buyers, and combining them to create a unique statement.

What is your brand doing to address the growing importance of social media and how do you feel it will impact your business?

Although we have not been actively engaged in social media, our buyers have shown a lot of our merchandise on Facebook and Twitter. We are in the planning stages of having our own pages and followers which will increase awareness of our product and gain feedback.

If you could dress a celebrity who you feel fits your product image, who would it be and why?

I would love to dress Kate Middleton because she carries herself elegantly, yet maintains a playful heart.

What is your personal fashion philosophy?

I desire to create pieces that are precious and timeless by integrating fabric and color to transform into beauty that will endure the test of time. I picture a woman cleaning out her closet and the pieces remaining are from my line.

What three items are essential to you during market week?

Three essentials are my iPhone to communicate with my family and to take pictures with the buyers who visit my booth (I have over 5,000 pics with them), bananas to give me the energy to make it through the day, and my sunglasses to accent my hair.