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By Alexander Patino
"I felt quite challenged by the lack of fashion awareness and
bad taste I saw around me," says Ayhan Yürük, on why he
started a career as a high-fashion stylist. The Berlin, Germany
based fashion enthusiast is responsible for the styling of the
Italian men's luxury clothing line Ermenegildo Zegna, store
markets in Germany, Netherlands and Turkey.
Yürük, is a leading fashion thinker and FashionQandA.com
caught-up with the budding star stylist on the runways of Berlin
Fashion Week's spring 2009 collections where he dishes
about what's in for the New Year.
"I felt quite challenged by the lack of fashion awareness and
bad taste I saw around me," says Ayhan Yürük, on why he
started a career as a high-fashion stylist. The Berlin, Germany
based fashion enthusiast is responsible for the styling of the
Italian men's luxury clothing line Ermenegildo Zegna, store
markets in Germany, Netherlands and Turkey.
Yürük, is a leading fashion thinker and FashionQandA.com
caught-up with the budding star stylist on the runways of Berlin
Fashion Week's spring 2009 collections where he dishes
about what's in for the New Year.
FASHIONQANDA.COM: Describe your passion for fashion?
What drives you to work in an industry marked by consistent
change and evolution?
AYHAN YURUK: It is exactly this perpetual change that I find
thrilling. The pace at which it moves and the constant renewal;
that and the fact that one can so easily influence the way
people live and express themselves through their clothes and
their personal style.
FQA: At what point in your life did you realize that you could
turn your love for fashion and high-end design into a
successful and prosperous career?
AYHAN: On my 14th birthday I received a bank account with
$10,000 DM. I immediately took out the money and went
shopping. I felt this great freedom to buy exactly the clothes that
I wanted and in the combinations that I dreamt about. The next
day, the school was in shock. I was dressed in red from head
to toe with an imitation crocodile bag in white. This was the day
I became a “Fashionisto.”
What drives you to work in an industry marked by consistent
change and evolution?
AYHAN YURUK: It is exactly this perpetual change that I find
thrilling. The pace at which it moves and the constant renewal;
that and the fact that one can so easily influence the way
people live and express themselves through their clothes and
their personal style.
FQA: At what point in your life did you realize that you could
turn your love for fashion and high-end design into a
successful and prosperous career?
AYHAN: On my 14th birthday I received a bank account with
$10,000 DM. I immediately took out the money and went
shopping. I felt this great freedom to buy exactly the clothes that
I wanted and in the combinations that I dreamt about. The next
day, the school was in shock. I was dressed in red from head
to toe with an imitation crocodile bag in white. This was the day
I became a “Fashionisto.”
FQA: What 5 fashion rules do you live or swear by when styling clients or yourself?
AYHAN:
1. Always respect and interpret the client's personal style rather than dictate it.
2. Define clearly what the main focal point of the particular look is and concentrate on that.
3. Following the above focus on one statement rather than confusing with too many.
4. The underwear is as important as that what you see. The solid foundation is where it all starts.
5. If you end up not feeling sexy in the outfit - change it!!!
FQA: You are responsible for the styling of the Ermenegildo Zegna store markets in Germany,
Netherlands and Turkey. How do you stay on top of international market, consumer and buyer
demands and trends?
AYHAN: Pay attention to the opinions of the people who matter in the business. Constantly visit
showrooms and shows. Take risks! Observe when traveling in fashion hot spots; for instance, London’s
East End and Portobello market are buzzing with street style.
FQA: What designers do you have tendency to first pull from when styling a client?
AYHAN: It really depends what look I’m trying to create. No one designer can be relevant all the time. Each
collection needs to be evaluated every season and the good ones identified. Having said that rather tend
to be, consistently good! Look out for up and coming Turkish designer Gökay Yalin.
FQA: Backstage at a runway show is always hectic! What do you love about styling for designers that
present during Fashion Week?
AYHAN: For Vivienne Westwood’s Anglomania spring 2009 show, the stylist had total freedom to create a
multitude of styles. It was a great collection. I love to see how stylists can inspire the audience and the
models.
FQA: What international fashion week are you looking forward to, and why?
AYHAN: Berlin, as it is growing and you see how popular it becomes all the time. It is exciting and fresh. It
is already becoming a brand and possibly even a fashion hot spot. And of course the parties are amazing!
AYHAN:
1. Always respect and interpret the client's personal style rather than dictate it.
2. Define clearly what the main focal point of the particular look is and concentrate on that.
3. Following the above focus on one statement rather than confusing with too many.
4. The underwear is as important as that what you see. The solid foundation is where it all starts.
5. If you end up not feeling sexy in the outfit - change it!!!
FQA: You are responsible for the styling of the Ermenegildo Zegna store markets in Germany,
Netherlands and Turkey. How do you stay on top of international market, consumer and buyer
demands and trends?
AYHAN: Pay attention to the opinions of the people who matter in the business. Constantly visit
showrooms and shows. Take risks! Observe when traveling in fashion hot spots; for instance, London’s
East End and Portobello market are buzzing with street style.
FQA: What designers do you have tendency to first pull from when styling a client?
AYHAN: It really depends what look I’m trying to create. No one designer can be relevant all the time. Each
collection needs to be evaluated every season and the good ones identified. Having said that rather tend
to be, consistently good! Look out for up and coming Turkish designer Gökay Yalin.
FQA: Backstage at a runway show is always hectic! What do you love about styling for designers that
present during Fashion Week?
AYHAN: For Vivienne Westwood’s Anglomania spring 2009 show, the stylist had total freedom to create a
multitude of styles. It was a great collection. I love to see how stylists can inspire the audience and the
models.
FQA: What international fashion week are you looking forward to, and why?
AYHAN: Berlin, as it is growing and you see how popular it becomes all the time. It is exciting and fresh. It
is already becoming a brand and possibly even a fashion hot spot. And of course the parties are amazing!
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FQA: If you had to pick one city that is the most fashion forward in terms of style in the world, what city
would you choose and why?
AYHAN: Yet again Berlin for all of its potential. This is for sure the next big thing!
FQA: What runway trends are must-haves this season, for both men’s and women’s fashion, and why?
AYHAN: For men’s:
-Original officer boots from Portobello Market in London. Boots are great for this winter, but the original
ones are better!
-Double breasted jackets- must wear it tailored. Very elegant and sexy.
-I like the pink trousers by “Dirk Bikkembergs Sports Couture” – so masculine and cool!
And women:
-Lace patterned shoes - so sexy!
-Green metallic high heels by Victor&Rolf. It is a style statement that gives punch to any outfit!
-An item of Hatice Gökce, a Turkish designer. She is fabulous.
FQA: What 3 things do you love about your job, and why?
AYHAN: I love to travel and meet all the fantastic people in this industry.
The chance to buy whatever you want on someone else’s credit card must be the dream of a million girls.
The client owns the clothes, but I own the experience of collecting and creating the style.
FQA: What styling work would be your dream project, and why?
AYHAN: I am fan of Patricia Field of “Sex and the City” fame. I would love to work out a project with her.
would you choose and why?
AYHAN: Yet again Berlin for all of its potential. This is for sure the next big thing!
FQA: What runway trends are must-haves this season, for both men’s and women’s fashion, and why?
AYHAN: For men’s:
-Original officer boots from Portobello Market in London. Boots are great for this winter, but the original
ones are better!
-Double breasted jackets- must wear it tailored. Very elegant and sexy.
-I like the pink trousers by “Dirk Bikkembergs Sports Couture” – so masculine and cool!
And women:
-Lace patterned shoes - so sexy!
-Green metallic high heels by Victor&Rolf. It is a style statement that gives punch to any outfit!
-An item of Hatice Gökce, a Turkish designer. She is fabulous.
FQA: What 3 things do you love about your job, and why?
AYHAN: I love to travel and meet all the fantastic people in this industry.
The chance to buy whatever you want on someone else’s credit card must be the dream of a million girls.
The client owns the clothes, but I own the experience of collecting and creating the style.
FQA: What styling work would be your dream project, and why?
AYHAN: I am fan of Patricia Field of “Sex and the City” fame. I would love to work out a project with her.
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