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Fashion Talk

Tony Ward

Designer and Founder
Tony Ward

"You have to truly understand what your client wants, know her needs, what suits her more and fits her best, and, most importantly, highlights her qualities."

Fibre2Fashion: How has the journey been from a designer to the owner of the Tony Ward brand?

Tony Ward:

I always try to reinvent myself. I believe that when you stop doing that, you stop being alive. Success is something that you constantly re-evaluate. I am happy to be where I am today. I have worked a lot for that, but I still plan to continue my endeavours and create new challenges.

F2F: How is the fashion culture in Lebanon?

TW:

Lebanese women are generally very sophisticated, fashionable and elegant. It is a particularity of Middle Eastern women and we are very proud of that. I am constantly challenged to create innovative, adapted designs for the Lebanese market. These women are fascinating and their sense of fashion is an inspiration.

F2F: Which designs, patterns and fabrics are in trend for wedding gowns?

TW:

Among my favourite materials are silicone and lace. I mixed them to create a beautiful one-of-a-kind fabric. I like detailed and very well-structured dresses with strictly cut lines. I am currently in love with lace and flowing dresses with less volume.

F2F: How can a designer create an outfit that is comfortable yet enhances the feminine and sensual look?

TW:

Listening is very important in the fashion industry. You have to truly understand what your client wants, know her needs, what suits her more and fits her best, and, most importantly, highlights her qualities. A good designer is like a trusted advisor. He should be able to emphasise the most beautiful traits of the person he is dressing.

F2F: What is your take on a perfect outfit for a woman?

TW:

Knowing how to dress for your body type is very important if you want to look your best. The cut of a dress should suit the body of the woman wearing it. If you are slim, a body-conscious dress would be amazing. If you have big hips, a slight A-line at the waist can help. If you have a big bust, you need to tighten the shoulders.

F2F: What does a designer keep in mind while designing gowns for different occasions like wedding, parties, and events?

TW:

The Tony Ward style is a mix between timeless elegance and simple, yet sophisticated shapes. I adapt my design depending on the occasion, whether it is with the choice of fabric or the desired impact of the dress.

F2F: Unlike other designers who move to Paris, Spain and Milan to establish themselves, you moved from Paris to Lebanon, your home country, to launch your brand. What is the reason?

TW:

To become a fashion designer, you must have talent. However, there are some techniques and craftsmanship that cannot be learnt at schools. I consider the experience I gained from my studies at La chambre Syndicale Parisienne very important. But I always considered going back to my country to make something there. I am very attached to my roots.

F2F: How do you see fashion in Lebanon growing?

TW:

Lebanon is booming with fashion designers. It is evolving quickly. Lebanese designers have become internationally renowned for good taste.

F2F: How important is a brand name in the fashion industry?

TW:

A brand name is very important in the fashion industry. It builds consumer trust and loyalty and helps reinforce brand identity. You can create amazing designs but if you do not have brand recognition, you will not survive.

Published on: 08/01/2014

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