MILAN — Aquazzura is marking its 10th anniversary this 12 months and founder Edgardo Osorio nonetheless marvels at the milestone. “It seems like yesterday and nonetheless like a lifetime in the past. It’s amusing, a large amount of people today are surprised, they never feel it is just 10 several years.”
This is probable due to the fact of the standing and model consciousness Aquazzura has realized in the 10 years, as the designer has succeeded in creating a strong and impartial organization and in producing a faithful consumer foundation that contains superstars and royals ranging from Kate Middleton to Nicole Kidman and Scarlett Johansson, to title couple of.
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Practically nothing has occurred by likelihood, having said that, and Osorio pays tribute to the artisans he has worked with around the decades, who have passed on their know-how and passion for this craft. Just one of his plans is to maintain Manufactured in Italy common methods, passed on across generations, thriving for the potential.
Osorio was only a teenager when he started out interning and he worked for a decade in the business just before launching Aquazzura. “I had time to plant my ft on the ground and acquire my experience and the ideal contacts with companies, suppliers and artisans prior to likely on my possess,” Osorio defined. “This is a business you simply cannot improvise, knowledge is so critical, never suggest or else.”
He recalled how he’d normally been fascinated in structure, interiors and vogue, “obsessed with producing the world stunning and making attractive things,” he reported with a snicker. “Since I have any recollection, I have generally cherished to sketch and draw.”
Right after a summer months study course at Central Saint Martins in London, his academics — and he himself — rapidly understood his concentrate need to be on components. “It was fairly all-natural for me and I am a quite instinctive particular person, I get the job done and stay on instinct and this seemed to me the proper way to go.”
The anniversary is not a moment to seem again, while, as Osorio is fast paced extending the Aquazzura merchandise provide. Soon after presenting a property line through Milan Design Week, Osorio is introducing the Tequila clutch to mark the brand’s birthday, flanking the Tequila sandal, and he will unveil a full-fledged purse assortment to vendors in July. This will be released in the first quarter of future yr.
The designer has approached this segment right before with a capsule of 20 one-of-a-form minimal edition luggage with semiprecious stones with French artist Béatrice Serre for the Venice Biennale. “This was marketed out the exact same night to collectors,” he explained proudly.
The new handbag collection will be “versatile” but extra targeted on daywear “in communication” with the sneakers. Osorio claimed the launch responds to a industry ask for from companions and consumers.
Marco Lambri courtesy of Aquazzura
“I have been wanting to do this for a long time and I have experienced 10 a long time to ideal the system. I imagine I at last found the proper route. It is a pretty significant classification and it is quite exceptional for footwear models to see handbags turn out to be a massive aspect of their company,” Osorio stated. The bags are also made in Italy.
In September, Aquazzura will also launch its initially menswear shoe assortment in the very first quarter of subsequent yr. It will have “a genuine concentration on comfort, for a intelligent casual selection, offering an choice to sneakers,” claimed the designer, who admitted he is also eyeing eyewear, fragrances and cosmetics.
Firm sales are envisioned to total involving 66 million and 70 million euros in 2022 and Osorio reported Aquazzura has witnessed “really significant-double-digit growth” from 2019 and via the adhering to a long time, even with the COVID-19 pandemic.
“We’ve been quite fortunate the enterprise has been successful from the to start with 12 months,” he stated.
Questioned about the rumors encompassing a attainable sale of the brand name, Osorio said that “independence is rare and we appreciate it, but we know that to improve to the following amount, to revenue of 200 or 300 million euros, you have to have a strategic partnership and income. I do not see it taking place in 2022 or 2023, but in the small to mid-phrase, yes, and investors could also assist broaden our stores and our group.”
Wholesale accounts for 68 per cent of full revenue, but Osorio is eyeing an growth of the brand’s retail community, which includes 15 shops. “We want this channel to symbolize 60 to 70 p.c of the organization in the up coming couple years,” he said. Modern openings include things like units in Paris and Madrid. In September, the biggest brand boutique will open in Florence. Osorio pays unique consideration to the interiors, presented his enthusiasm for structure and modern day artwork, with just one-of-a-form pieces.
The U.S. is Aquazzura’s primary market, representing among 40 and 45 per cent of the full, adopted by Europe and the Middle East, where by Osorio claimed he’d seen “explosive growth” in the past a few a long time. To wit, he is organizing an enlargement in Dubai and the opening of a second retail store in Doha, eyeing “a strategic partnership” in Saudi Arabia. Osorio, who was born in Colombia, is also focusing on South The us and Mexico in individual. “We have a large Latin American group of purchasers who also shop in Europe and in the U.S.,” he noted.
On the web targeted traffic was up 110 percent from 2021 and Osorio forecast the manufacturer will nearly double its net business enterprise by the end of the calendar year. “Omnichannel last yr was phenomenal, it’s where by we see a really major driver of development,” he mentioned.
On June 15, Aquazzura unveiled a capsule selection with Mytheresa, inspired by the designer’s newfound really like of diving “and the extraordinary coral reefs I frequented in Bonaire and the Maldives last year,” he claimed. With submarine colours, the Meteorite Sandals come in vibrant and iridescent summertime shades of blue, environmentally friendly and yellow plexiglass with matching crystals.
courtesy of Aquazzura
The capsules “bring enjoyment to the brand and provide an interesting and new level of see,” he reported, introducing that they move from “opportunity and friendships,” citing, for example, his collection with Marie-Louise Sciò, chief govt officer and inventive director of Pellicano Lodges, on her Issimo platform.
“I don’t take into account myself a manner individual, I am interested in the tradition and what’s going on in the minute. I travel 8 months of the 12 months and I am fascinated by what men and women put on, where by they are going, what’s transpire in the earth,” Osorio ongoing. “Culture moves me, not developments, I do what instinctively comes to me, no matter whether it gets a pattern or not. Excellent layout demands to stand the check of time, it should really not be seasonal, for me it’s about building a girls gorgeous and feel awesome. If one thing is properly-made, it must be wonderful in 10 decades. I hate the strategy of factors that are stylish. What is a trend now? All the things is a development and nothing at all is a pattern, you make the developments and with Instagram a development can be developed in a working day and die a week later. Luxury should not be trendy, it must stand the check of time and be cherished for the reason that it is nicely designed. Luxurious usually means that a person used time pondering of the buyer, wondering of how she’s likely to have on that solution and take pleasure in its to fit her lifestyle.”
courtesy of Aquazzura