Women’s Wear Daily
04.16.2014

Spring Couture 2014

Ulyana Sergeenko

Ulyana Sergeenko Collection

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Front Row at Ulyana Sergeenko

B. Akerlund, Jeanne Damas and Marpessa Hennink took in the show.

B Akerlund

BUILDING BRIDGES: B. Akerlund, whose clients range from Madonna to Lady Gaga, is working on an online platform to help costume designers and stylists connect with designers. The Web site, whoyouare.com, is due to launch later this year, she revealed at the Ulyana Sergeenko couture show in Paris on Tuesday.

“It’s a place to showcase your designs and make the system of what we do easier, because I’ve been in this business for 25 years and I find it very difficult to communicate with designers,” she said, noting that among other things, she would like to be able to send designer her ideas for custom-made designs.

“Everything in fashion is moving this way, but we’re standing still with screen grabbing and making PDFs, so I’m trying to fix the system and making it easier on everybody so that we can stay more creative and less in the office,” Akerlund added.

The company is based in Sweden and its board of directors includes her husband, director Jonas Akerlund, and H&M’s creative advisor Margareta van den Bosch. Akerlund was not ready to reveal how the platform will actually work. “You’ll just have to wait and see,” she teased.

Also in attendance was Cameron Silver, kitted out in a white Mongolian wool hat. This, and the rest of his outfit, was by Yekaterina Ivankova, a Kazakh designer based in Italy.

“We met on Instagram, like all great relationships, and she happened to be coming to Paris, so I said, ‘Bring the entire collection, that’s all I’m wearing,’” he explained. “I think her clothes are amazing and it is couture, so I get to wear something freaky, which is fun.”

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