05/22/12 - 0 Comments
Schiaparelli to Relaunch? Oo La La…
The infamous fashion brand Schiaparelli is set to relaunch its elegant and artistic style to consumers in 2013 after its closing in 1954. After an exhibition opening at the Costume Institute at the Metropolitan Museum of Art, a business plan was made final by Italian owner of the brand, Diego Della Valle. It has been shared that Parisian fashion icon, Farida Khelfa, will be the spokeswoman for Schiaparelli. Her first assignment was to appear at the Met Gala in vintage Schiaparelli. The headquarters will be located at 21 Place Vendome in Paris, where Elsa Schiaparelli (founder of the Schiaparelli brand) opened her first boutique.
Della Valle is searching for a designer and will announce the designer in September and release the first products in February. The new products are expected to emphasize accessories, fragrances and cosmetics, although there will be some clothing as well.
The timing for Schiaparelli is ideal, given the attention that it has received by the “Schiaparelli and Prada: Impossible Conversations” exhibit at the Costume Institute. The exhibit paired Elsa Schiaparelli and Miucci Prada in conversation with one another, even though each hails from a different era. The brand will only launch couture collections, has no advertising budget, no wholesale plans, no e-commerce site and only one location. Della Valle has made his plan for exclusivity of the label very clear. He has a wonderful track record for relaunching old fashion brands — in 2002, he reopened the shoe label Roger Vivier.
“The idea with Schiaparelli is to propose the brand with all its modernity, and represent dreams, art and all the most sophisticated things we can do,” said Della Valle to WWD.