MOEVIR Magazine New Year Issue 2025

[ Alicia Issaka ]

https://www.magcloud.com/browse/issue/2973390

Brand: KÔYÉ https://koye.fr @koye_paris

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Alicia Issaka is a Paris-born designer who is redefining modern fashion through her brand, KÔYÉ. With roots deeply connected to Paris’s rich textile traditions, Alicia’s passion for design began at an early age. She often accompanied her mother to vibrant fabric markets, where she discovered the transformative power of textures and materials. This early exposure ignited her belief that clothing is far more than just attire—it is a powerful form of self-expression, storytelling, and cultural celebration.

Alicia launched KÔYÉ in 2019 with a clear mission: to celebrate femininity through timeless elegance, ethical craftsmanship, and versatile designs. Drawing inspiration from her multicultural upbringing, global travels, and encounters with remarkable women, she creates garments that empower and inspire. For Alicia, a dress or a top isn’t just about aesthetics; it’s about how a woman feels wearing it—confident, comfortable, and unapologetically herself.

KÔYÉ’s commitment to conscious fashion mirrors Alicia’s values. She prioritizes sustainable practices, producing her collections in small batches at a trusted atelier in Barcelona. This ensures not only exceptional quality but also a dedication to reducing waste. Every fabric is chosen with care, celebrating both beauty and durability, while the designs seamlessly transition from day to night—ideal for the modern woman navigating diverse roles and occasions.

Known for her keen eye for detail, Alicia’s creations effortlessly balance sophistication and boldness. Her signature pieces, like the Samarcande velvet dress or the Hérat top, reflect her desire to blend Parisian elegance with a universal appeal.

Alicia Issaka is more than a designer; she’s a storyteller, a cultural advocate, and a visionary who believes in fashion’s ability to empower. Through KÔYÉ, she invites women to embrace their individuality, honoring the unique beauty and strength that lies within them.

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Can you tell us about your background and what inspired you to start or lead this fashion brand?

I was born and raised in Paris, a city where fashion is part of the very air you breathe. My passion for textiles started early—I used to accompany my mother to fabric markets, where I discovered how powerful a single piece of fabric could be. It wasn’t just about material; it was about stories, emotions, and culture woven into every thread. As I grew older, I realized that fashion wasn’t just clothing—it’s a tool for self-expression, a way for women to present themselves to the world with confidence and authenticity. In 2019, after feeling increasingly disconnected from the fast fashion landscape, I launched KÔYÉ, a brand built on timeless elegance, conscious production, and empowering women through beautiful, versatile pieces.

What is the core vision behind your brand, and how do you ensure it remains consistent across different collections and campaigns?

The vision behind KÔYÉ is simple yet powerful: to create garments that celebrate women—who they are, where they come from, and where they’re headed. 

Each piece is designed to highlight their strength, elegance, and individuality while staying versatile enough to transition from day to night. Sustainability is a core pillar of this vision, ensuring our creations are produced ethically in small quantities to preserve both the environment and the craftsmanship behind them. I make it a point to work closely with our ateliers in Barcelona, ensuring that every new collection aligns with KÔYÉ's values: authenticity, quality, and timeless sophistication. Whether it’s bold colors, soft velvets, or intricate lace, each piece tells a story, remaining consistent in its ability to empower and inspire women.

How do you stay updated with the latest fashion trends while maintaining your brand’s unique identity?

Fashion trends are important because they reflect the times we live in, but I don’t believe in blindly following them. Instead, I draw inspiration from women—their lives, their stories, and their evolving needs. Travel is also a huge source of creativity for me, exposing me to different cultures, textiles, and perspectives. While trends may influence certain details or color palettes, KÔYÉ’s foundation remains timeless. My focus is on creating pieces that are relevant today but still wearable in years to come—designs that transcend seasons while making women feel confident, elegant, and seen.

What role does sustainability play in your brand’s design and production processes?

Sustainability is at the heart of KÔYÉ. From the very beginning, I wanted to create a brand that doesn’t compromise the future of our planet for style. Our collections are produced in limited quantities in a family-run atelier in Barcelona. This small-scale approach allows us to minimize waste while focusing on quality craftsmanship. 

We source fabrics locally in Spain, prioritizing durability, beauty, and ethical origins. By designing versatile pieces that women can wear for years, we encourage slow fashion and conscious consumption. 

I truly believe that luxury and sustainability can coexist, and KÔYÉ embodies this belief in every step of the design and production process.

How do you balance creativity with the practical demands of running a business in the fashion industry?

Balancing creativity and business is always a challenge, but I’ve learned to embrace both sides. 

My creative process begins with inspiration—whether it’s a new fabric, a city I’ve visited, or the women around me.

But I also understand that for creativity to thrive, the business must be sustainable. I stay hands-on in every area, from design to production to the financial side, ensuring that KÔYÉ remains true to its vision while meeting the practical demands of running a brand. 

Surrounding myself with a great team has been essential—I believe in collaboration and trust, allowing me to focus on what I love most while ensuring the brand grows thoughtfully and strategically.

What do you believe are the most important qualities for a leader in the fashion industry today?

For me, the most important qualities are vision, adaptability, and integrity. The fashion industry moves fast, and it’s essential to stay adaptable while remaining true to your brand’s core values. A strong vision allows you to guide your team, inspire your customers, and differentiate your brand in a crowded market. Integrity—both in business and in design—is equally crucial. Customers today are looking for brands that are transparent, authentic, and responsible. As a leader, I aim to create pieces that not only make women feel beautiful but also contribute to a more sustainable and thoughtful future for fashion.

What are the key challenges you face when scaling your brand in different markets, both domestically and internationally?

Scaling a brand comes with its share of challenges, especially for a label like KÔYÉ, which focuses on limited production and ethical values. Understanding cultural preferences and consumer habits in different markets is essential, but it takes time and research. For instance, while Parisian-inspired designs resonate well in Europe, we adapt our messaging to highlight versatility and craftsmanship in markets where tradition meets modernity, such as the Middle East or parts of Asia. Another challenge for us will be ensuring that supply chain logistics remain efficient as demand grows—especially when maintaining high standards of quality and sustainability. Finally, as a young brand, building trust and awareness internationally requires thoughtful, strategic expansion rather than rapid growth.

What do you consider to be the most successful marketing strategies for your brand?

For KÔYÉ, the most successful strategies have been rooted in storytelling and authenticity. 

Instagram has been a powerful tool for building a community, showcasing the beauty of our garments, and connecting directly with our audience. Collaborations with like-minded creators and influencers have also helped amplify our message while staying true to our values. For us, marketing is not about trends—it’s about building meaningful relationships with women who share our vision.

How do you analyze customer feedback and incorporate it into your product development and brand strategy?

Listening to our customers is at the heart of everything we do. 

We gather feedback through direct interactions, online reviews, and social media engagement. I always look at what women say about the fit, comfort, and versatility of our pieces, as these are central to KÔYÉ’s promise. 

For example, if certain designs or fabrics resonate strongly with our audience, we incorporate those elements into future collections. Similarly, we use feedback to refine details—whether it’s the silhouette, sizing, or functionality of a garment. 

This iterative process ensures that our products not only meet expectations but also exceed them, making our customers feel heard, valued, and celebrated.

What role do e-commerce and digital marketing play in your overall business strategy, especially in the post-pandemic landscape?

E-commerce and digital marketing are integral to KÔYÉ’s growth. Post-pandemic, we’ve seen a clear shift in how women shop, with a greater reliance on online platforms to discover and connect with brands. Our website allows us to reach a global audience while providing a seamless shopping experience. Digital marketing—through social media, email campaigns, and curated content—enables us to tell our story, share our values, and engage directly with our community.

We also recognize that in a digital-first world, it’s about creating more than just a transactional experience. Through beautiful imagery, video content, and meaningful storytelling, we aim to give women a sense of the craftsmanship, quality, and care that goes into each KÔYÉ piece. 

What makes your brand stand out from others in the crowded fashion market?

KÔYÉ distinguishes itself through a timeless approach to fashion—one that merges Parisian elegance with ethical craftsmanship. While many brands focus on following fleeting trends, KÔYÉ’s creations are designed to be versatile, lasting, and meaningful. Our commitment to small-batch production ensures exclusivity while prioritizing quality over quantity, which is rare in an industry dominated by fast fashion.

What also sets us apart is our focus on celebrating women’s individuality. Every piece is created to flatter a variety of body types and skin tones, offering elegance without compromise. The care we put into selecting fabrics, crafting designs, and sharing stories gives KÔYÉ a unique voice in a saturated market. It’s not just about clothing—it’s about empowering women to express themselves with confidence and authenticity.

How do you define the target audience for your brand, and what strategies do you use to engage them?

The KÔYÉ woman is confident, independent, and effortlessly elegant. She values quality, versatility, and sustainability in her wardrobe. She’s not looking for fleeting trends; instead, she seeks garments that tell a story, make her feel powerful, and seamlessly adapt to her dynamic lifestyle—whether she’s at work, travelling, or attending an evening event.

To engage this audience, we rely on authentic storytelling and visual inspiration. Through social media, curated content, and influencer collaborations, we connect with women who resonate with our message. 

KÔYÉ speaks to the modern woman who wants fashion to reflect her values and her identity, and we make sure she feels heard, valued, and celebrated.

How do you ensure that your brand’s messaging aligns with its values, particularly in the face of social and cultural shifts?

Staying true to KÔYÉ’s core values of authenticity, sustainability, and empowerment is non-negotiable. We carefully craft our messaging to reflect these values in everything we share, whether it’s product campaigns, social media posts, or behind-the-scenes content. 

We emphasize conscious production, timeless design, and a celebration of women’s individuality—these are not trends for us but foundational principles. In the face of cultural or societal shifts, we take time to listen, reflect, and adapt. It’s important to remain aware of the broader conversations happening around sustainability, diversity, and women’s empowerment. 

What kind of relationship do you aim to build with your customers beyond just the transactional aspect?

At KÔYÉ, we see our customers as part of our extended community, not just buyers. The relationship we aim to build is one of trust, connection, and shared values. We want every woman who wears KÔYÉ to feel seen, celebrated, and confident in her own skin. Beyond the transactional aspect, we share stories—whether it’s the craftsmanship behind a garment, the inspiration for a collection, or the experiences of real women wearing our pieces.

How do you handle the challenge of remaining relevant and fresh in a highly competitive industry?

Staying relevant while maintaining our identity is a careful balance. At KÔYÉ, we focus on timeless design that transcends trends but remains modern and versatile. Our approach is to create collections that adapt to women’s lives, offering pieces that feel both fresh and lasting.

To stay connected to what’s happening in fashion and culture, I draw inspiration from my travels, art, architecture, and the stories of women I meet. This ensures that our designs continue to evolve naturally without chasing after trends. We also keep a close eye on customer feedback, using it to refine our creations and ensure we meet the needs of the KÔYÉ woman.

Additionally, we focus on storytelling—bringing our community along for the journey, whether it’s through behind-the-scenes content, collaborations, or the narrative behind each piece. 

In a competitive market, authenticity and purpose are key, and KÔYÉ stands apart by staying true to what we believe in while delivering beauty, quality, and meaning in every garment.

What advice would you give to aspiring fashion entrepreneurs looking to create their own brand in today’s market?

My advice to aspiring fashion entrepreneurs is simple: stay true to your vision, but remain adaptable to the realities of the market. 

Whether it’s through storytelling, sustainability, or craftsmanship, build a brand that reflects your values and resonates with your audience. Focus on quality over quantity—creating timeless, well-made pieces will always stand out. At the same time, embrace the business side of fashion: know your market, stay adaptable, and plan strategically. Surround yourself with the right people who can help you grow, and be ready for challenges. The industry is competitive, but with consistency, passion, and patience, you’ll create a brand that leaves a lasting impact.