The Paris fashion week begins on Monday, when the sector undertakes a creative reformulation, with a series of new designers recruited to recover the sales of brands such as Chanel, Christian Dior and others.
The retailers, the fashion print, the models and the celebrities will go to the French capital for the last phase of a month of fashion shows that will make the first on Chanel and Dior – both bets on designers who have built faithful bases on smaller brands, as well as other names, including Balenciaga.
“There is a high level of excitement” towards creative re -raids, said Erwan Rambourg, HSBC analyst.
Paris fashion shows take place for nine days, until October 7, after New York, London and Milan.
Chanel, whose sales decreased by 4% last year, chose a former 41 -year -old Bottega Veneta Blazyu in Blazyu style to guide the projects of the French fashion house known for its braided logo.
Blazy has been in a position held by only two more since the 80s: Karl Lagerfeld and, after his death in 2019, his long -date collaborator Virginie viard.
Already Dior, owned by LVMH, whose sales decreased this year, has selected Jonathan Anderson, also 41 years old. The Irish designer came from Loewe, taking on a combined function of men’s and female fashion.
Anderson, who presented men’s fashion in June, showed new styles for women through an advertising campaign that shows Greta Lee who relaxes in a castle, using a minimum make -up, women’s tailoring and a slight pastel rugby shirt.
From the end of the postpandeia boom, the sector has undergone a long drop, which caused a wave of changes in the administration and in the creative direction.
The brands are facing a “certain tiredness” by buyers, said Amaury Saint Olive, associated partner of McKinsey.
The price increases, which have increased the profit from brands such as Chanel, Dior and Vuitton in recent years, have weighed on the appetite for bags, especially by less rich customers.
The managers expect the new designers to renew their interest in design clothes.
“They are finally understanding and now we will see the evidence of this movement,” said Rambourg.
The first female fashion show of Anderson will be held on October 1st. Blazy’s debut in Chanel will be on 6 October in the favorite place of Lagerfeld, the Grand Palais.
Other previews of designers include Pierpaolo Piccioli in Balenciaga, Jack McColough and Lazaro Hernandez in Loewee and Duran Landink to Jean Paul Gaultier.
Source: Terra
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