Yoahm Baroukh: Lords & Fools Founder

Fashion Designer

Yoahm Baroukh is the founder and chief designer of the concept stores Lords & Fools, established in 2012. Since then, many celebrities have shown their love for the fashion house by wearing its creations.

1. Why did you choose fashion designing as a career?

It was easy for me to choose fashion once my grandfather was a tailor, my father and mother were in the fashion industry too, so everything was logical. I studied economics, but I was more comfortable in fashion. For me, it was easy.

2. What is fashion to you?

Fashion for me is an expression, we express who we are, what our personality is, and what we like. Personally, fashion is an art of living. In fashion you can express everything, you break all borders, build and create your universe and that is what I do for a long time with my creations.

3. What was your aim at the creation of your brand?

To be honest, I opened my first shop when I was 21, then 2 and 3, I was the distributor of brands like Vivienne Westwood, Dsquared2, Viktor and Rolf, Balmain and so many others, but I was tired of selling the flavour of others so I decide under the suggestion of my ex-wife to launch my own brand. I knew the industry, I knew how to build a suit, my family was in the industry, it was not that hard in the beginning, but I have realized how hard it became to have your own brand. It’s a full-time job, but when it’s a passion it’s never too hard, it’s just a real engagement of all of your days.

4. What new techniques would we see in your new collections?

We have many, but my last biggest creation is a new fabric that I have created with my supplier to offer the comfort of jogging in the shape of a suit. It will be a real revolution for everyone.

5. How easy is it for a fashion designer to change and adapt rapidly to new norms that society dictates?

As you can see now with the pandemic, people have stayed a lot in their houses and office presence has decreased for most of the people. I have understood that the suit industry will never be the same again. That’s why I have decided to open new opportunities to feel more relaxed in a suit as in a jogging outfit, and to enjoy comfort and style, because people now want to feel chic but also cool. I’m very proud of this development.

6. What are the skills and qualifications required for a good fashion designer?

To follow your own trend. You can see what is flowing in the living moment, what makes your competitors, no problem but you have to make your fashion, because people will like what comes deeply from you. If you copy Gucci, they will prefer to go straight to Gucci, or others. If they come to you, you have to offer them your taste, your story, in a certain way your soul.

7. Are you regarding computers and technology an assist for designing?

In our generation it’s an obligation all to be done on a computer. Even sometimes designing. Now it’s a must, we have no other choice. Everything is launched on a computer, we design on a computer and it’s the game now in each step of the creation and production.

8. Where do you get your inspiration from?

Most of the time from everything, it can be movies, music, mood of the moment; inspiration comes from life and life is a big concept and the ideas come from all the things we see and feel before the elaboration of our collection.

9. Do you have any future plans that you would like to disclose?

Yes, we are trying now to find investors, since it’s time for us to grow in a larger way. We would like to have shops in all main capitals. (Notice to Amateurs lol).

10. Are you passionate about something apart from fashion?

Yes, so many but I will say first my kids, for sure, but also sport, decoration, travel, design, arts, cars…
11. According to you, who is the most stylish celebrity?
I would say perhaps Lady Gaga, Dua Lipa, Jennifer Lopez, Ricky Martin, Jared Leto, and so many others.

11. According to you, who is the most stylish celebrity?

I would say perhaps Lady Gaga, Dua Lipa, Jennifer Lopez, Ricky Martin, Jared Leto, and so many others.


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