ABOUT US
The story of Who Icons began in London in 2005, with the meeting of Ali Samli and Goran Svilar. Drawing on strong backgrounds in fashion design and luxury brand management, the two creatives started collaborating on multiple projects, forming a partnership built on shared vision, refined taste, and entrepreneurial spirit.
In 2014, they took part in one of London’s early pop-up store experiences. The outcome exceeded expectations, leading them to repeat the initiative the following year due to strong market response. Driven by the ambition to offer something truly distinctive, Ali Samli drew inspiration from his experience in luxury and tableware design.
He envisioned an object that combined illustrated fashion icons with fine porcelain. This idea led to the creation of the first mug. A limited run of 100 pieces sold out in just two days, followed by an additio- nal 150 units that were sold within a single week.
The success of the second pop-up marked a pivotal moment for the brand. Ali and Goran opened their own concept store in Chelsea, transforming an initial prototype into a fully developed collection. Alongside the first mug, the range expanded to include plates, bowls, cups, and saucers—each defined by a strong, recognizable style and impeccable quality, the core elements that continue to shape the identity of Who Icons today.
HISTORY:
As the collection expanded, so did the attention surrounding the brand. The first VIP client was Karl Lagerfeld, who immediately fell in love with the products. After purchasing several pieces for his home, he sent a gift featuring the brand’s iconic illustrations to Anna Wintour. This gesture quickly attracted the interest of other fashion legends: Valentino, Tom Ford, Dolce & Gabbana, and Vivienne Westwood soon began enquiring about the project. In a very short time, the brand’s reputation extended far beyond Chelsea, capturing the attention of the fashion elite. Vogue and nu- merous international magazines started requesting images and editorial content featuring the collection. With strong foundations in place, the company was ready for the next step. Celebrities and high-profile personalities began requesting bespoke productions for their own collections or as exclusive gifts. Who Icons thus started creating custom illustrations and tailored lines for a diverse and prestigious clientele—from leading fashion houses and Michelin-starred restaurants to celebrities such as the Kardashians and members of the aristocracy. Who Icons pieces entered private homes and became centerpieces for weddings, special events, and private collections featuring exclusive crests and custom designs.
Why Who Icons:
Who Icons is not just a brand; it is a tribute to the real personalities who have shaped the creative world. Who were they before becoming icons? What were their dreams and values? And why do we connect with some of them more than others? Inspired by their stories, visions, and words we created Who Icons. Their quotes on fashion, life, and experience guide our creative direction. Who Icons is a brand that blends fashion and design, originally expressed through tableware, bridging different creative worlds throu- gh distinctive, character-driven products, while always celebrating the authentic essence of the personalities that have inspired our journey.