2 December 2021

A London-based leathergoods brand has said its discovery by an influential fashion blogger has given it hope of making major progress in the Chinese market in 2022, writes Leatherbiz.

Yuzefi was founded five years ago by designer Naza Yousefi, who is originally from Iran. She studied at Central Saint Martins in London until 2008 and went from there to work in the studios of Christopher Kane and Richard Nicoll.

Ms Yousefi says she first fell in love with leather when she was commissioned by Canadian designer Sarah Richardson to create some bespoke harnesses for a shot for fashion magazine i-D. This led to projects with Hedi Slimane and others before she founded Yuzefi.

She sources leather from Italy and works with outsource, artisan manufacturers in the Spanish town of Ubrique to create her collections. She says her “uncompromising approach” to the quality of the materials she uses helps define her products.

However, she also insists that the silhouettes of her bags are “bold and nonconformist”, with colours that are “rich and surprising”, and details that offer “a visual twist that beg a closer look”. An example of this is a distinctive knotted handle in her Dolores bags (see image).

In recent comments to The Financial Times about success that smaller international brands are beginning to enjoy among Chinese millennials, Naza Yousefi insisted that this “product uniqueness” was one of the reasons why she believes Yuzefi will increase its sales in China in the coming year, from a 15% share of total sales now to 25%.

Nevertheless, she said that a chance discovery of Yuzefi by Savi, an Atlanta-based Chinese fashion blogger, had also been a great help. Savi’s inclusion of Yuzefi bags in a number of her ‘looks’ has introduced the bags to more than 4 million followers on social media network Weibo. Now Naza Yousefi has customers on e-commerce platforms Tmall and JD.com, and on social media and shopping site Xiaohongshu.

關於亞太區皮革展 ​

我們為皮革、物料及時裝業界創造面對面洽談的機會,爲客戶締造實質商機。我們雲集世界各地的商家,讓他們尋找新的合作伙伴,發掘潛在客戶或供應商,並掌握業界最新發展。

 

我們主辦多個專注時尚及生活潮流的商貿展覽會, 為這不斷變化的行業,提供最全面的買家及參展商服務,方便他們了解急速轉變的行業環境,並預測來季趨勢。

 

亞太區皮革展遵循英富曼的 Informa AllSecure 規定,提高新冠肺炎疫情後活動之健康和安全標準。

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