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Monday, December 23, 2024

ESCADA, for all generations of women


Interview with Ioana de Vilmorin, Escada Global Creative Director 

Though the fashion industry is densely populated with women they become much more scarce the higher you climb, yet Escada is currently run by female trio Eva Iglesias, Susanne Schaefer and Global creative director Ioana de Vilmorin. Ioana returned to her hometown of Munich after two decades in Paris & London to reignite the luxury German fashion house. The recently launched girls collection is developed in harmony with Escada’s adult lines ensuring a coherent mother daughter look, so favoured in the luxury end of the market. Ioana talks about the female influences in her career, the innate qualities of strong women and how maternal bonds have shaped the Escada girls collection.

Unusually Escada is currently run by a female trio, Eva Iglesias, Susanne Schaefer and yourself. What differences (if any) do you think having three women working together at the top brings to the company?
Having three women at the top of our management ensures that our focus remains squarely on the brand’s success rather than individual egos. This dynamic encourages each of us to constantly question and improve ourselves, driving innovation and growth. By harnessing the collective strengths of our trio, we seamlessly fuse our abilities to create optimal outcomes for the brand.

Ioana de Vilmorin - ESCADA

Driven by ambition and determination, I approach challenges as a woman with resilience & adaptability, harnessing setbacks as opportunities for growth & learning. Above all, my journey in fashion is guided by a strength born from within and built by my past, empowering me to carve my own path and inspire others to embrace their unique voice and vision in the fashion business world.

Ioana de Vilmorin
Global creative director
Escada

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You have worked under some strong women in your career. How has their influence shaped your opinion and way of doing business?
Working under strong women in the fashion industry has shaped my business philosophy to prioritise equality, respect, humility, and positivity. Their influence has emphasised the importance of treating all individuals with dignity and fairness, fostering an environment of inclusivity and collaboration. Their mentorship taught me to approach challenges with a solution-oriented mindset, never losing sight of optimism and perseverance, ultimately reinforcing the belief that success is achieved through resilience and unwavering determination.

You said in a recent Forbes article ‘you suspect that many women simply don’t push themselves strongly enough to the forefront.’ Why do you think this is?
And what can be done to encourage women forward? Women often bring a unique perspective to leadership, rooted in empathy and collaboration, which fosters a more inclusive and nurturing work environment. Their communication style tends to emphasise listening and consensus-building, promoting team cohesion and morale. Additionally, I think women leaders are more likely to prioritise long-term goals and sustainable solutions over short-term gains. Ultimately, this diversity in leadership approach enriches organisational dynamics and contributes to more holistic decision-making processes.
Women should maintain confidence in their unique leadership styles and resist the pressure to conform to male-dominated norms at the top management level. Encouraging women to voice their perspectives not only empowers them but also challenges traditional notions of leadership, fostering a more inclusive and effective decision-making process where diverse viewpoints are valued.

How does the relationship between mother and child relate to the ESCADA girl’s collection?
The Escada Collections embodies the essence of timeless elegance, catering to every generation with an expansive range of sizes, ensuring that every woman, from newborns to grandmothers, finds her perfect fit. A diverse array of styles that seamlessly blend sophistication with playfulness create opportunities for multigenerational bonding through fashion. From the smallest to the eldest, every woman can share in the joy of luxury and refinement, fostering moments of connection and celebration through the art of dressing.

Our ESCADA girls collection for confident girls is fresh and modern, with bright colours and cheerful prints to express their individuality The collections are developed in harmony with the adult lines to give the opportunity to have a coherent mother daughter look in colours and prints. Each garment is designed to reflect the fun and adventure of a child’s life.

ESCADA GIRLS

Spring / Summer 2025 collection

Inspired by the theme “Free Spirit”, horses galloping freely along the beach, the collection captures the essence of freedom and strength. It speaks to the confident girls who, like these majestic creatures, embody a spirit that is both wild and graceful.

Video interview

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Pirouette media

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