Algerian designer Ilyes Ouali launched his eponymous brand in 2016. The label was born out of Ilyes’ love for 1970s styles and the “it” girls of that era. The brand offers classic styles with a splash of glamour – a collection of statement pieces that are special enough to stand out, while also sporting timeless flair. The Ilyes Ouali customer is an independent, successful woman who boasts strong family values, while appreciating the designer’s focus on diversity, inclusivity and sustainability. Ilyes founded the brand with support from his family: his mom runs the embroidery studio in Algeria that makes every custom order and the embellishments of every sample, and his sister is in charge of sourcing fabrics and embellishments. She also supervises production units around the world and travels to factories to check quality and make sure that all clothes are made in an ethical manner. Initially focusing on eveningwear, the designer plans to build a lifestyle brand and to diversify into other product areas.