Fashion should be about enjoying yourself

Lebanon-based renowned label Key Couture (KC), founded by Fadi Zarka, is known for its high-quality clothing and exceptional designs that cater to all body sizes and styles. The brand’s aim is to make KC Girls feel empowered, fierce, and dashing. In an interview with Fibre2Fashion, the founder talks about her journey and collection, and also suggests some tips for maintaining a capsule collection.

Fibre2Fashion: How would you describe the decade-long journey since you set up Key Couture?

Fadi Zarka:

It all began when the first Key Couture (KC) store was launched in Lebanon in 2012. Slowly, our brand grew, and now it is an established name in the fashion industry. We guarantee in-store and online services locally as well as globally for an enhanced shopping experience and cater to all women by providing a large selection of apparel, accessories, and footwear. Our team of 10 dedicated employees are there to make sure that customers receive our promised pre- and post-purchase services. Ensuring that the order reaches the client safely is non-negotiable. Our online team and presence are growing rapidly and we aim to incorporate the newest features and technologies to improve user experience. We also franchise in Egypt and the US. We are open to discussing franchise agreements with potential investors and partnering up with them to introduce KC to the world. We care about maintaining our image everywhere and work towards one goal: creating a trend.

F2F: How would you describe your collection and its vibe?

FZ:

Our USP is high-quality clothing, the best fabric, and exceptional designs to fit all styles and match all body shapes. Our diverse styles go from casual to evening wear and elegant maxi dresses with unique designs. In the design process, we follow seasonal colours and fabric trends to create a unique and diverse signature collection. We are inspired by iconic women and want every woman to feel comfortable in her own skin. We want our KC girls to always feel empowered, fierce, and dashing.

F2F: How do you ensure that your designs fit all styles and match all body shapes?

FZ:

Key Couture doesn’t have one target segment. We target all women who want a taste of the fashion experience. While keeping them informed of upcoming fashion trends, we provide women a distinctive fashion style. We draw inspiration from both local and international, traditional as well as modern trends to produce our designs. We carry a selection of colours and fabrics that match all skin tones as well as body shapes to keep our KC girls feeling confident and comfortable.

F2F: Where is your clientele largely from in terms of geography?

FZ:

Our clients are mostly located in Lebanon and the Middle-East, but we also have customers from all over the globe whom we serve through worldwide shipping. We work on a monthly basis with numerous bloggers and influencers of all nationalities, which helps us expand our business globally. We have six established stores in Lebanon in addition to our worldwide online store. Our stores’ aesthetics reflect the Key Couture image—from the colour mood to the store environment and our dedicated staff. We aim to geographically expand both our online and physical appearance so that we are able to bring Key Couture in its original avatar closer to all our fans wherever they are.

F2F: How would you describe the fashion industry in your country and how has the same evolved over the years?

FZ:

In Lebanon, fashion has always been a passion. Lebanese people love to stay in style and always look luxurious. People here follow the latest trends and styles. We even have international designers like Zuhair Murad and Elie Saab who represent our country at major red-carpet events across the world.

F2F: Suggest some colours every fashion enthusiast should have in their wardrobe.

FZ:

Neutrals, black, and white should be staple colours in everyone’s closet. This is the best way to ensure a timeless and non-boring closet. You will always feel like you have something to wear by mixing and matching your pieces.

F2F: Do you believe in maintaining a capsule collection? If yes, suggest some tips or essentials for maintaining the same.

FZ:

A capsule wardrobe is a key to a timeless closet that offers endless choices. I recommend choosing basics such as tank tops, turtlenecks, shirts, classic pants, joggers, jeans, and blazers. Each of these should be in white, black as well as shades of nude. That way, you’ll have endless possibilities of mixing and matching. However, this does not mean that fashion lovers should not go for trendy and statement pieces as well. Fashion should be about enjoying yourself, feeling confident, and having fun!

F2F: What top five fashion trends are you predicting for the year 2023?

FZ:

For 2023, we believe that feathers will continue to be in vogue, adding class and spice to every piece. Sports luxe will also be another great trend in 2023, supporting the idea that you can look great and feel comfortable in one stylish step. Underwear as outerwear is another fashion trend that we can expect for 2023. Corsets, silk sets, and slip dresses will be seen all over the year. Just like last year, we can also see colours and patterns all over the runways. Pink, yellow, lilac, green, and leather will most probably stay in style throughout 2023.