Laura De Rochas
Laura De Rochas
Laura De Rochas, FWO Senior Editorial Director and Menswear Editor, is obsessed with Italian style and has interviewed designers and icons such as Dean and Dan Caten of DSquared2, Daizy Shely, Rosella Jardini, Gianni Fontana, and many more.

Daizy Shely: The Interview

Interview with Daizy Shely

by Laura De Rochas, Milan Editor

Israeli born Daizy Shely moved to Milan in 2009 to pursue her dream of becoming a fashion designer, alongside names such as Andrea Pompilio, Stella Jean, Julian Zigerli, Au Jour Le Jour’s Diego Marquez and Mirko Fontana, to name a few.

In 2013, she opened up her first showroom in Milan. Her showroom is located in Studiozeta, a well-know Milan-based showroom. Soon after, in 2014, she won the edition of “Who is On Next?” the famous contest by Vogue Italia in collaboration with Altaroma.

This year, she presented her 2016 Spring collection during Moda Donna on September 26, 2015, at the Giorgio Armani Theatre, where she was picked personally by icon Giorgio Armani himself.

She was picked personally by Giorgio Armani.

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Q: Having been born in Israel, has your culture influenced any of your designs for this upcoming collection?

I grew up in Israel, and this part of my life influences a lot of who I am today as a person — and of course of who I am as an artist. In my work, I always include personal stories, past experience, and my love for my home. I think that the place you grow up in shapes you to be the person you are today.

I think the place you grew up in shapes who you are today.

Q: What’s the story behind the Spring/Summer 2016 collection?

I embraced a different approach by looking at the reality from above. My research started from the analysis of aerial photographs of crowded beaches during the summer season, blooming flower fields, water mirrors. Everything looks different from above. The result of this observation is a collection for a woman who is proud to show her personality, unexpected shades, maxi plastic sequin, glittery fabrics. This hyper-feminine is mixed up with more masculine elements, creating the contrast that always characterizes my woman.

My research started from the analysis of aerial photographs.

Q: I’m personally a big fan of your designs. Some are edgy and mysterious, while others are romantic and fun. Can you tell us what inspired the dark and bright side in your collections? What sets the mood before the creation?

I get inspired almost from everything. The simplest things in life. When I walk down the street, and see something that touches me: people and cultures that fascinate me, art, history, and life experiences. When I design, I usually put myself inside: my love, my hate, my good experiences, and even the difficult ones. I find beauty in the story behind things.

I find beauty in the story behind things.

Q: Your FW 2015-2016 collection is stunning: sexy, bold, and fun. You use bold reds, blacks and whites, and prints from flowers, feathers and dolls. What’s the magic behind this doll-like collection?

The FW 15/16 is a very personal collection, where I put some details and stories from home, and from past experiences, my favorite colors and my big love of contrast. For example, I really love the military details on feminine clothes. This mix is like life in Israel: casual life together with military service. The doll print comes out as an artistic portrait of myself, with two of my most iconic elements: the bob cut and the lipstick!

The doll print comes out as an artistic portrait of myself.

Q: Favorite designer?

Miuccia Prada. I admire the way she sees things, and how she turn them into something else.

Q: Now that you’ve presented your collection, how soon after will you start on your next collection — or will you take time to relax?

Very short time! We are already working on the next winter collection. There are always so many things to do in a very short time!

Q: What’s next for the fashion label “DaizyShely”?

I’m the kind of person that doesn’t speak a lot about what I will do. I like to do it!


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Visit her website.

With love,


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