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Nominee

Fashion Design

 
 

BRUT by YVY

YVY GmbH: Yvonne Reichmuth

The YVY label was founded in 2013 by Yvonne Reichmuth in Zurich. Within a few years the company had developed into one of the leading independent brands for innovative, hand-made leather accessories, thanks to its unmistakable products – which continue to be designed and made in Zurich. A surprising combination of Swiss quality awareness and perfectionism, Italian expertise in handling leather and publicity through success with Hollywood celebrities, have ensured YVY a place on the world map of fashion. The current collection called BRUT, which was achieved in collaboration with Swarowski, is inspired by the designer Eileen Gray and the Brutalist architecture of the 20th century. The simple geometric shapes preferred by Eileen Gray, but also the surfaces of her furniture that are often varnished in black are reflected in the key items of the collection together with her preference for men’s clothing. With BRUT, YVY is expanding its position in the industry and at the same time widening its customer base with the rather androgynous appearance of its designs, that can also be worn by men.


Comments of the nominators


Yvonne Reichmuth, a recipient of the Design Prize Switzerland 2017/18 in the Swiss Textiles Prize for Fashion and Textile Start-ups category, has been able to consolidate her worldwide reputation and increase her fan base. She is adding coherently to her collection, which she is simultaneously expanding. The homage to Eileen Gray in her latest collection called BRUT impresses in terms of structure and can be seen as a reference to the spirit of the times and the women’s movement.