Fashion in London: EYOLA FASHION HOUSE
Fashion designer Aloye graduated from Italian fashion and design school Istituto Europeo di Design (IED) with a Masters degree in Fashion Communication and Styling. With previous work experience working at high profile fashion labels including Alexander McQueen, Aloye launched her London based label Eyola in 2008. Achieving an award for ‘Most Promising Designer of the Year’ by the Africa Fashion International (AFI) in Johannesburg in the first year in business, Eyola has been going from strength to strength. 2010 sees a growth in distribution channels for the brand including Wolf & Badger’s concept store in London’s Notting Hill and later on in the year the launch of Eyola’s online boutique.
Eyola takes inspiration from the opulent style of the Victorian era with a contemporary twist. Each collection takes the form of Octettes which comprise of eight individually crafted and distinct designs each with their own personality. The number eight is relevant primarily as the figure ‘8’ reflects the hourglass shape created by the Victorian corset. What stands out about Eyola is the special blend of tradition and innovation, craftsmanship and creativity. Each Octette has a distinctly fashion-forward signature so each piece is timeless and original, limited in number (only eight made of each design) and doesn't follow the trend of the moment. The bold colour palette is found throughout the Octettes- this was after all the era when famous chemist William Perkins discovered brightly coloured dyes. Most of the garments are available in a chosen bold colour or in a shadow version of amore classic shade. Each design is limited to a run of eight in a particular fabric or colour.
The Victorian era for Eyola is the most important period in fashion's history. From the craftsmanship and detail that went into each piece to the discoveries such as bright colourful dyes, the sewing machine and new technologies in materials and fabrics. Of course you also see during the end of this period the introduction of mass production which is rather ironic as it is a complete contrast to the couture-led movement that made the Victorian era such a seminal turning point in fashion. But this just shows the diversity of the period. Designer Aloye draws inspiration from the revolutionary couturiers of the time who in turn were inspired by newly discovered cultures and new approaches and techniques in dress making. Each individual garment had the full heart and soul of the dressmaker coursing through its veins, which is an attitude ingrained in Eyola's DNA.
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