Sitting across from a friend in her home town of Stockholm last October, I couldn’t help but be enthralled by the two Katya bejewelled hair clips in her bun – one tortoiseshell, the other an inky-black. They’re accessories she ‘wears daily’, rarely parting from them, she said. So enamoured is she with the brand, she’s willing to have friends ship numerous colourways over to her from London. Fast-forward to April of this year, and while browsing the Haymarket branch of Dover Street Market I spotted a famous fashion editor sporting a duck-egg blue iteration with finesse. It was the confirmation I needed: these are the hair accessories to know about, and they’re the brainchild of London-based stylist and creative Kate Iorga.
A slice of the 1980s and 1990s (without the ultra-tight Spandex), Iorga’s brand Katya has become omnipresent amongst fashion crowds since its inception during lockdown, with Bella Hadid flaunting an inky-black claw in the peak of NY’s humid summer. Other fans flocking to the label include FKA twigs, Edie Campbell and Camille Charrière. For maximalists, they're the antithesis of the quiet luxury trend sweeping the fashion circuit. ‘It gives me more confidence to create new styles and shapes,’ says Iorga days before the latest launch of the virility of her accessories. ‘They’re all muses of mine and the perfect customers because they're strong women – which is the foundation of Katya.’
Iorga’s accessories can elevate any look – and there’s an undeniable mood-boosting appeal in the newly-unveiled campaign, fronted by model Alva Claire. Embodying Katya’s signature nostalgic aesthetic with thin brows, shimmering pink lids, and a slick of matching lipstick, Claire can be seen clutching new-season pearlescent mocha brown, tangerine and sparkling hazel fuchsia clasps and barrettes. Iorga’s long-standing relationship with Claire made her the ideal muse this season, she informs. ‘Alva and I met years ago when we were teenagers working in retail; she’s a gentle soul but equally she can really serve a look.’
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The designer was sure of her vision from the start. ‘Free time to think of ideas and getting the urge to do something creative and take on a new challenge is what encouraged me to start making accessories,’ Iorga says of the origin of the brand during the pandemic. Having worked in the fashion industry for over a decade, and as a costume jewellery enthusiast, she was eager to utilise her talents. ‘Hair accessories have made a comeback in recent years but there was a decline, so I thought it was a perfect time to bring it back,’ she explains. The Rose hairclip is the item that piqued people’s interest the most – and Iorga always knew she had a best-seller on her hands. ‘There was a lot of sending products to friends and asking for people's opinions. Everyone loved the Rose clip.’
One year into Katya, and its meteoric rise can largely be traced back to Iorga’s long-developed creativity. ‘I grew up with references all around me. Working with fashion imagery, amazing teams on set, and soaking all that in eventually fed into my work,’ she says. For the launch, she asked consultant Nellie Eden to help co-construct the visual element, while Givenchy's beauty creative director Thom Walker led beauty. While working on the debut line – Beyoncé’s 'Alien Superstar' and 'Partition' soundtracking the process – she looked to her muses Kate Moss and Madonna: the ultimate 1990s poster women. Sex, Madonna’s coffee book shot by Steven Meisel, and Tom Ford’s Gucci era remain inspirations. 'When I’m creating, those are the kinds of people that I see,' she says.
Now, stocked in Selfridges, it’s onwards and upwards for Iorga. As for the future of the brand? Expect a sizzling expansion into jewellery. ‘An amazing hoop earring would quite fabulous. They’re so versatile and don’t go out of fashion.’
Katya collection 2 is available to shop on Katya.world now.
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