Esma Ilyas Shares the Secret To CryBaby's Meteoric Success
They say that one can never go home again because it's not there. Clearly, there's truth in that statement. Our childhood homes, favorite street corners, and shops that made our eyes sparkle have been replaced with change. But there's one thing that remains with us; our sense of nostalgia. And Nostalgia sells. From music to books, to curtain patterns to clothes, products that take us back in time, will always be timeless. One such brand skyrocketing into the future as it draws its greatest inspiration from the 90s is fashion brand CryBaby. In just two years, the company has seen meteoric success. Founder Esma Ilyas spills the beans.
Esma has a deep love for all things 90s. And when it comes to fashion, she gropes her fondest memories of the past, mashes things up, constructs, deconstructs, renews, and refreshes style ideas that occupy a permanent seat in the minds of many. She started CryBaby in 2018 and in just two years, her love for 90s fashion with a millennium twist reached thousands. Talking about her process, she says, "Well, I like the concept of old wine in a new bottle. 90s fashion is the old wine, like Rachel Greene's skirts, Adriana Lima's crop top and so much more. And the design flavors I add to them are the new bottle and their coming together is what CryBaby is all about."
Contributing greatly to the brand's success are celebrities like Arianna Grande, Addison Rae, Madison Beer, Cierra Ramirez, Maia Mitchell, and more who swear by it. CryBaby is an example of how far hard work, creativity, and inspiration can take a business in the 21st century.