Designer Danial Aitouganov goes to work for Chloé

The designer won Lichting in July 2016 during Mercedes-Benz FashionWeek Amsterdam

Danial Aitouganov won the Lichting jury prize in July 2016. This week it was announced that he's been appointed Junior Ready-to-wear designer at Chloé. 

Last November, sat down with Danial Aitouganov to talk about what it means to win a major fashion award. "At the moment, I'm still getting the question, 'what are you going to do now?'" said Aitouganov back then. It is, of course, a legitimate question for such a promising young designer, but one that put a lot of pressure on him. The AMFI alum's clear answer was that he wanted to start out by learning. "What I'd really like to do now is go work somewhere, get some experience in a fashion company," said Aitouganov last November. "I'm also looking into working abroad. My dream would be to work for Marni." 

"I want to learn everything, the whole creative and production process from A to Z."

With open arms at Chloé

Now, just a few months later, it's clear that his dream of working abroad for a major company is becoming a reality. This time, though, it's not for Marni, but for Chloé. "Marni was my dream, but making contacts in the international fashion world isn't easy," explains the designer. "After Miss Consuelo Castiglioni left Marni, I wasn’t sure if I still wanted to focus on them. I had some conversations with Céline, as well – another one of my favourites, but isn't it everyone's? Chloé embraced me with open arms and I felt at home straight away." It was a long application process, but Aitouganov says the process energised him, particularly the conversations. 

Junior Ready-to-wear designer

So it turns out he did have the contacts, and now his position as Junior Ready-to-wear designer has become a reality. "Chloé will be getting a new creative director soon, so there are going to be a lot of changes happening within the house. And I'm going to make the most of it, which is so amazing." And what is he most excited about? "Getting to work! I can't wait to make clothes that a woman will want to buy! And I want to learn everything, the whole creative and production process from A to Z." And how does that fit with his dream of eventually starting his own label? That dream is still alive, but Aitouganov is in no hurry. "I want to gain as much experience as I can and 'test the waters' at a few brands to see how they do it, and of course build up a network, contacts are so important." 

Designer page

Danial Aitouganov

More about designer