Best known for its top-selling yellow trenchcoat and with its latest collection to be stocked by Net-a-porter, Ochi outerwear is setting its “eyes” on the international fashion market. The brand name translates to “eyes” in English from Ukrainian and has captured the gaze of fashion model Cate Underwood as well as Vogue Ukraine’s fashion director Julie Pelipas, both seen sporting the outerwear.
Here, Ochi’s Iana Kuznietsova, founder and designer of the brand, shares her insights into the target customer, the company’s market position and its distribution approach.
Ochi designer Iana Kuznietsova
WWD: In three words, how would you describe the Ochi brand? Who is the target customer?
Iana Kuznietsova: Ochi is about movement and travel. I create clothes for the so-called “nomadic” women who are sensual and strong. Sometimes they need their outerwear to provide outward defense, and our trenchcoats work as a shield and a touchpoint to the world at the same time.
WWD: Being based in Ukraine, how does your environment inform your design process? What are the main fashion hubs in Ukraine?
I.K.: Although Ukraine’s main fashion hub is its capital, Kyiv, our brand is based on the South of Ukraine, in Odessa. Powerful sea and sun energy bring us unlimited inspiration.