YVY

...bringing a feminine touch to roughness

Yvonne Reichmuth was born in a small town in Switzerland in 1986. Growing up as the youngest in a large family with eleven siblings, she spent most time playing with old clothes and daydreaming. Her first dresses got taped and stitched together at a young age. Getting a sewing machine and a mannequin for Christmas allowed her to start creating the clothes she had dreamed of. Yvonne moved to Zurich to study fashion where she graduated with her "rock goddess" collection, inspired by rock music and the lifestyle surrounding the rock scene. Bringing a feminine touch to the roughness, "rock goddess" became a seductive yet wearable collection. With these thoughts and a pocket full of experience, her label "Yvy" (Yvonne’s nickname as a child) was born. The short course she attended at London’s Central Saint Martins, as well her experience as a stylist working for renowned photographers, magazines as well as on set for several film productions, were not only ways to express her ideas, but most of all activities to find inspiration for her Spring/Summer 2010 collection. Crucial for the collection was an Italian family-owned company supplying her with all fabrics, prints, laser-cuts, colours and qualities she wanted. Back in Zurich, the silky fabrics and leather turned into the "Bloom" collection, a limited range of handmade pieces. Still following the motto "Elegance with an edge", the pieces are made to look and feel perfect on every woman's body.

Nothing inspires me like…
Music. And pretty much everything else. Just keep your eyes open and you feel inspired!

I hope…
An Yvy dress becomes a must-have in every wardrobe one day.

I got where I am...
By working hard and being passionate about it.

Fashion can sometimes...
Be cruel. Small labels need to be supported or the fashion industry will be directed by money instead of talent. Thanks NJAL for supporting us.

Money makes...
It possible to realise your wildest ideas. I try to find a balance between experimental and wearable clothes. You could say one pays for the other.

Love now because...
Your time won't be wasted on anything worse.

If I could...
Employ a sewing assistant, so I could realise more ideas. So far, I'm producing all pieces myself, which is nice but takes so much time.

My future is...
Unknown and I'm glad about it. I'm always open for new projects and new ideas are constantly coming up.

I suck...
At making prices. If a customer looks great in my clothes, I just want her to keep it and wear it out there.

I wouldn't pay for...
Fake designer clothes.

My first crush...
Were gold sandals which my mum bought me when I was 6. I had to pay 3 euros myself and felt like I had the most beautiful and expensive shoes in the world. It is still the best feeling to invest in a piece you love.

I tried to live...
For a few days without thinking about fashion... and it didn’t work. There's always a person, a song, a picture, a... (put any word in) which inspires you. And once I'm inspired, I can't wait to start working on it.

I've been a Buddhist...
When it comes to busy times. People have asked me if I never get stressed out. I might look very laid-back, but sometimes my head is so full of to-do-things I just don't have any energy left to act stressed!

I love getting older...
Because I continue getting better at what I'm doing. And you're never good enough.