The Who What Wear Podcast: Inside the Creation of Simkhai’s Upcoming F/W 25 Collection With Jonathan Simkhai

Release Date: February 5, 2025

Introduction

In this episode of The Who What Wear Podcast, Kristen Nichols engages in an insightful conversation with Jonathan Simkhai, the founder and creative director of Simkhai. With New York Fashion Week’s Fall/Winter 2025 show just two days away, they delve into Jonathan's journey in the fashion industry, the inspiration behind his upcoming collection, and his perspectives on the evolving fashion landscape.

Jonathan Simkhai's Fashion Journey and Origin Story

Jonathan begins by recounting his early experiences in fashion, starting at the age of 12 working in a sweater knitwear outlet store. He shares how his fascination with fashion led him to assist his neighbor in opening factory outlets and later working in a boutique during his teenage years. These formative experiences ignited his passion for styling and customer interaction.

Jonathan Simkhai [02:44]: "Seeing how people would get so excited when they found something they loved was always such a fun interaction."

Entry into Design and Founding Simkhai

Transitioning from retail to the manufacturing side of fashion, Jonathan worked with his family's apparel manufacturing company. This role provided him with a comprehensive understanding of the business operations behind fashion, from accounts and shipping to trade shows and factory visits. Driven by his creative instincts, Jonathan began designing pieces for the family business and eventually decided to launch his own brand in 2010.

Jonathan Simkhai [05:28]: "I just had an itch to create more pieces, and I decided to start my own brand."

Rebranding to Simkhai

After 13 years, Jonathan rebranded from Jonathan Simkhai to Simkhai to emphasize the collective effort of his family and team behind the brand. The rebranding also aimed to streamline the name for easier global recognition.

Jonathan Simkhai [06:36]: "I really wanted to take the emphasis off of myself and make it all about the Simkhai family."

Preparing for New York Fashion Week F/W 25

With the Fall/Winter 2025 collection unveiled soon, Jonathan discusses the intensive preparation process. From ideation to final execution, the past few months have been dedicated to refining concepts, experimenting with fabrics from Italy, and ensuring every detail aligns with the brand’s vision.

Jonathan Simkhai [08:04]: "The four months leading up to the show are about exploring all the different variations of our ideas and narrowing them down to ensure we bring something truly special to the runway."

Evolving Strategies: Fashion Shows vs. Presentations

Jonathan reflects on his experiences with different formats during New York Fashion Week. Initially hesitant about traditional runway shows, he experimented with presentations and found success in both formats. The flexibility to choose the presentation style based on the collection's needs has become a liberating aspect of his creative process.

Jonathan Simkhai [11:47]: "It's really liberating to just do what feels like you want to do it versus feeling like you have to do it."

Inspirations Behind the Upcoming Collection

Drawing inspiration from memories and moments of connection, Jonathan emphasizes creating a collection that evokes energy and brings people together. His recent experience at the Rose Bowl, observing the stories behind second-hand garments, influenced his approach to designing pieces with a sense of history and emotion.

Jonathan Simkhai [14:26]: "I love the idea of clothes carrying feeling and carrying energy."

Highlights of the New Collection

Jonathan is particularly excited about the knitwear featured in the upcoming collection. He highlights the variety of textures and the meticulous craftsmanship involved in each piece, ensuring both aesthetic beauty and functional wearability.

Jonathan Simkhai [15:44]: "I'm really excited about the knitwear. There's some really beautiful development knit, both fine gauge and loftier options."

Favorite Designers to Watch This Season

Jonathan expresses his admiration for Mathieu at Chanel, appreciating his innovative use of fabrics and construction techniques. He looks forward to witnessing how Mathieu’s vision will reinterpret the iconic Chanel brand.

Jonathan Simkhai [16:22]: "I love what Mathieu did at Bottega, and I'm excited to see how that translates to Chanel."

Designing for Wearability and Customer Insights

Reflecting on his retail background, Jonathan emphasizes the importance of designing clothes that are both beautiful and wearable. Interaction with customers has honed his ability to create garments that cater to diverse preferences and body types, ensuring each piece resonates with the wearer.

Jonathan Simkhai [17:18]: "Thinking about their life, where they're going, what they're doing, where they're traveling to—it's really important."

Collaborations with Celebrities and Custom Designs

Jonathan shares his approach to designing custom pieces for high-profile events and celebrities. Collaboration and understanding the client's vision are paramount, allowing him to create unique and meaningful designs that align with the individual's persona and objectives.

Jonathan Simkhai [20:04]: "It's a conversation, it's about dialogue, and I try to be as collaborative as possible."

Final Thoughts and Expectations Before the Show

As the final preparations for the show commence, Jonathan describes the emotional and energetic atmosphere in the studio. The collective dedication and commitment of the team are palpable as they work tirelessly to bring the collection to life.

Jonathan Simkhai [22:17]: "Seeing everyone push through discomfort because they're all there for the same reason—it's really rewarding."

Conclusion

Jonathan Simkhai’s journey from a young retail assistant to a renowned fashion designer embodies passion, dedication, and an unwavering commitment to creating meaningful fashion. His upcoming Fall/Winter 2025 collection promises to be a testament to his vision of blending emotion with craftsmanship, setting new trends in the ever-evolving fashion landscape.

Notable Quotes:

• Jonathan Simkhai [02:44]: "Seeing how people would get so excited when they found something they loved was always such a fun interaction."
• Jonathan Simkhai [05:28]: "I just had an itch to create more pieces, and I decided to start my own brand."
• Jonathan Simkhai [06:36]: "I really wanted to take the emphasis off of myself and make it all about the Simkhai family."
• Jonathan Simkhai [08:04]: "The four months leading up to the show are about exploring all the different variations of our ideas and narrowing them down to ensure we bring something truly special to the runway."
• Jonathan Simkhai [11:47]: "It's really liberating to just do what feels like you want to do it versus feeling like you have to do it."
• Jonathan Simkhai [14:26]: "I love the idea of clothes carrying feeling and carrying energy."
• Jonathan Simkhai [15:44]: "I'm really excited about the knitwear. There's some really beautiful development knit, both fine gauge and loftier options."
• Jonathan Simkhai [16:22]: "I love what Mathieu did at Bottega, and I'm excited to see how that translates to Chanel."
• Jonathan Simkhai [17:18]: "Thinking about their life, where they're going, what they're doing, where they're traveling to—it's really important."
• Jonathan Simkhai [20:04]: "It's a conversation, it's about dialogue, and I try to be as collaborative as possible."
• Jonathan Simkhai [22:17]: "Seeing everyone push through discomfort because they're all there for the same reason—it's really rewarding."

This comprehensive summary provides an in-depth look into Jonathan Simkhai's creative process, his brand's evolution, and his approach to fashion design, offering valuable insights for both fashion enthusiasts and industry professionals.