Here is a piece I wrote for Shrimpton Couture’s CURATE this week… How making an old brand “new,” while staying true to it’s aesthetic roots, sometimes takes more than just one innovative creative:
Fashion houses are being re-vamped left and right this season. Jeremy Scott went to Moschino. Alessandro dell ‘Aqua went to Rochas. Marco Zanini, formerly of Rochas, went to Schiaparelli. Nicolas Ghesquiere went to Louis Vuitton… and there are apparently ten new somebodies to Courrèges.
Courrèges recently hired not one new designer, but a new design team to dream up their autumn 2014 collection. I use the word dream lightly: Courrèges is such a unique and iconic brand that it is quite important that they keep their collection very, well Courrèges: square, but in a very cool, white way.
Mini skirts and 1960s boxiness never seem to go out of style, at least for very long, but at the same time, to keep any brand modern, it’s important to keep up with the times and make modifications to trademark styles. In the case of Courrèges, it’s not so much a big alteration in the cut as much as utilizing new, less-stiff, crackle-free fabrics.
Since the 1960s, leather has somehow become more soft and stretchy… and often glossy. Plastic-like, high-shine fabrics have become less like photo paper and move more like mercury (or like neoprene).
And go-go boots are timeless. No modifications needed.
Click HERE to see today’s Courrèges verses yesterday’s.