How the Stylist of Miss Czech Republic Rewrote His Business Plan
Fashion as a tool of confidence? Luděk Šmehlík, a fashion designer and stylist from Ostrava, is certain of it. His business plan didn’t fall from the sky—It evolved over time, shaped by feedback, mistakes, and reconsidered decisions. The founder of SA|KO STUDIO speaks candidly, including what truly grounded him in his business.
In 2024, you celebrated 10 years of FA FASHIONABLE with your own collection and founded SA|KO STUDIO. You are now preparing the FÚZE fashion forum and a major fashion show at Trojhalí in the autumn. When did this model first take shape in your mind? Is it a carefully thought-out business plan?
Originally, it wasn’t intended that way. However, given the positive response from both the general public and industry professionals, we decided to continue developing the SA|KO STUDIO brand more intensively. The strong demand for our services forced us to completely rethink our business model and individual processes. The brand has thus evolved into a platform whose main mission is to support the fashion industry in the Moravian-Silesian Region, with the FÚZE event being one of our key initiatives.
What do you consider to be your greatest competitive advantage gained from your experience in styling today?
I consider my greatest competitive advantage to be the ability to view fashion not only as a designer, but also as a stylist. Thanks to my collaboration with Miss Czech Republic, international photoshoots, and working with strong personalities, I’ve learned to perceive a woman in a comprehensive way, with all her needs in mind—Her proportions, energy, character, and the environment in which she is meant to stand out. Styling has taught me how to read a person quickly, work with detail, and create a visual image that is not only beautiful, but also authentic.
This is precisely the experience I now bring into SA|KO STUDIO. For me, it’s not just about the garment itself, but about the overall impression—The silhouette, posture, and emotion. I understand how a model should work in front of the camera, on the runway, at a social event, and in real life. That, for me, is the key difference. I believe I don’t design fashion detached from the woman, but fashion that supports her, enhances her, and gives her confidence.
What has grounded you the most in business?
There have been quite a few such experiences. It’s always like a slap on the wrist, paradoxically at times when things are going the best. I’m not sure how exactly to describe it, and I don’t want it to sound like a cliché, but it’s definitely about humility and caution. I’ve learned to analyse risks and, with every decision, to calculate and be prepared even for the worst possible outcomes. It’s also important to stand by your values and build solid, unshakeable foundations you can always return to. There’s truth in the saying that no one is irreplaceable. At the same time, I believe it’s important to stand by yourself, know your own worth, and not underestimate yourself.
Why are you building something like a “small fashion week” in Ostrava? Why not in Prague—Is Ostrava ready for such an event?
It’s simple. I’m a proud patriot of the city of Ostrava, and I’m convinced that our city and our people have a great deal to offer. After all, many artists, creatives, and well-known figures who have succeeded both domestically and internationally come from this very region. I’m simply initiating their return “home”. It’s true that Ostrava isn’t exactly a mecca of fashion, and the influence and importance of clothing in society aren’t as deeply rooted here as they are, for example, in Prague. However, based on my experience as a stylist, as well as the needs of my local clients, I know there is a demand for high-quality fashion in Ostrava. I’m not afraid to position myself and the SA|KO STUDIO brand as those who help raise awareness in this field. That was also one of the reasons why FÚZE, the first fashion forum in Ostrava, was created.
Ticket prices go up to CZK 6,000—What does a guest need to get for that price to see it as a worthwhile investment, not just a fashion show?
We set this price partly based on last year’s experience, when the demand for VIP tickets was so high that the last one sold for more than four times its original value. But it’s not really about the specific amount you pay for a ticket—It’s more about the opportunity to treat yourself to something exceptional.
This VIP ticket allows you to enjoy the evening in full style, with the best possible view. Given the kind of epic audio-visual show we are preparing, it’s truly worth sitting directly opposite a nearly ten-metre screen. Beyond front-row seating, premium catering by chef Lukáš Pazdyka, and unlimited drinks of all kinds included in the price, I see the greatest benefit in access to the partners’ zone. That’s a space designed for meet-and-greets with notable personalities and our business partners. It’s a great opportunity not only for business networking.
You offer three collection tiers—Ready-to-wear, made-to-measure, and bespoke. Why did you choose this model?
To cover as wide of a spectrum of our clients as possible. The experience is that most people would like a bespoke piece—Something made to measure from the finest materials—but not everyone can afford it. That said, I believe everyone has the right to wear high-quality, well-tailored clothing. Thanks to our ready-to-wear and made-to-measure lines, we’re able to offer pieces with the identity and DNA of our brand to almost every wardrobe, without having to compromise on our quality standards.
When do you say “no” to the market? Do you adapt your design to sales, or do you stick to your vision at all costs?
In our case, fortunately, the two go hand in hand. We’ve never had the ambition to introduce new trends; rather, we aim to bring back classic, timeless, high-quality pieces to women’s wardrobes—Pieces that flatter the female figure regardless of trends.
Do you still enjoy the creative process itself, or do you find more fulfilment in what you are building around fashion?
Personally, I have a constant need for change. I probably couldn’t stay in one position for too long. That’s why I’ve structured the activities and operation of the SA|KO STUDIO platform to be varied throughout the year. In spring, I’m a businessman; over the summer, a designer; in autumn, a producer. And in the winter, I rest.
Where do you see yourself in five years? Paris Fashion Week? Dubai? New York?
Personally, I’d like to remain in Ostrava. I’ve never had particularly strong ambitions to relocate elsewhere, especially as my work often takes me beyond the region anyway. As for SA|KO STUDIO, I’d love to see it at Mercedes-Benz Prague Fashion Week, which I would consider an important milestone. And then we’ll see—Perhaps one day the brand will expand into retail and, alongside its showroom in Ostrava, will open stores across the country.
What would you say to a young designer who dreams of a big show but is afraid of production costs?
They should push themselves to get off social media, stop constantly watching others, and set out on their own path. Every step, even in the wrong direction, moves them forward on their journey towards their goal. It’s essential to believe in yourself—then potential investors will believe in you too and follow the same path with you.
Can fashion today boost a man’s confidence, or is that just an illusion? Where, in your opinion, is true confidence born?
It’s not just today—It has always been the case. Clothing—Quality, well-fitting clothing—attracts the attention of women and earns the respect of other men. That can certainly boost confidence. Confidence? For a man, it’s a perfectly tailored suit—and no one will convince me otherwise. And above all, it will never go out of style.