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The value of luxury brands depends on products, so product design reform is critical in brand reshaping. After the departure of Phoebe Philo, which created a variety of popular handbags, the new Céline ushered in Hedi Slimane, who is deeply involved in the explosion of logic.
According to sources close to the news, yesterday's singer Lady Gaga appeared in the Louvre in Paris, suspected to have exposed the first handbag designed by Hedi Slimane after entering Céline. This single-handle bag features black leather and a silver-locked buckle that continues Hedi Slimane's strong personal style. As of now, Céline has not responded to this, but Lady Gaga's private stylist confirmed the news.
Some fashion commentators believe that the handbag is a combination of Hedi Slimane and Céline to a certain extent, but it is more formal and retro than the Céline of Phoebe Philo. But some people think that this handbag is too similar to the Hermes Kelly handbag.
It is reported that Hedi Slimane's Céline debut after replacing Phoebe Philo will be released on September 28th during the Paris Fashion Week. This will be the most watched fashion show in addition to Riccardo Tisci's Burberry debut, and the first Céline show. A series containing men's wear lines. The Lady Gaga's early exposure of the new handbag seems to be preheating for the new collection.
In fact, Lady Gaga and Hedi Slimane have always been good. As early as Hedi Slimane was in Saint Laurent, Lady Gaga was the first star to appear in the new spring and summer 2013 collection of Saint Laurent. Currently, Lady Gaga has more than 29 million fans on Instagram.
In fact, most of the luxury brands that have performed well in recent years have all have explosion-proof handbags to support their performance. The early exposure of Céline's new handbags confirmed to a certain extent the brand's emphasis on leather goods. As early as the announcement of Hedi Slimane's appointment, the LVMH Group had stated that he would like to join Hedi Slimane in the promotion of the brand's leather goods during Saint Laurent and his promotion of the men's beauty perfume department during Dior Homme. Take the brand to new heights.
Although Hedi Slimane has been repeatedly questioned by fashion commentators during Saint Laurent's four years, he has helped double the brand's turnover, making it one of the few luxury brands with revenues of more than $1 billion. More directly announced that it has become the fastest growing fashion brand in France.
It is worth noting that Burberry not only changed the brand logo after Riccardo Tisci took office, but also launched a new print Thomas Burberry. In the latest September issue of the major fashion magazines, Burberry also put a large print on the advertising page. . Unlike Burberry's frequent actions, Hedi Slimane announced that he would join Céline in addition to the men's wear line when he was appointed.
However, he has made a big change to the internal team. He has appointed Gaelle Collet, who has worked with him as Céline's director of public relations and media. Christie's former communications manager, Lilian Bard, is the head of news for the New York office. Peter Utz, the former chief brand officer of Maxfield, is Director of Haute Couture Events at Céline Paris Headquarters, both working with Hedi Slimane during his tenure at Saint Laurent.
There is a view that Hedi Slimane, who has always had a strong personality, will not be satisfied with simply continuing Céline's past style. In light of his earlier reforms to Saint Laurent, including the complete replacement of the logo and the subversion of the traditional style of French veteran fashion houses, Hedi Slimane is also very likely to start again with Céline's brand logo and design style.
However, Hedi Slimane now seems to be far more complicated than Phoebe Philo, because a large number of loyal fans firmly believe that Céline without Phoebe Philo will no longer be Céline. A loyal fan of Céline who bought for many years said that Phoebe Philo has defined the portraits of consumers for Céline, especially for creating a strong sense of belonging and identity.
In a media interview, Phoebe Philo said that she does not want women to be victims of fashion. Luxury must not be based on the premise of sacrificing comfort. Nor does it advocate women to show their sexiness through nakedness, so sexy dresses never appear on Céline's runway.
However, Hedi Slimane's design style is another matter. Hedi Slimane's men's design is famous for its extremely narrow style, especially when it is designed in Dior Homme. Chanel creative director Karl Lagerfeld used to lose 40 kg for Hedi Slimane. Hedi Slimane's women's design is also based on the sexy and slim image of Parisian women, which is completely contrary to Phoebe Philo's feminine design philosophy.
This difference is also evident from the first handbag in this exposure. Phoebe Philo has created a number of explosion-proof handbags from the Luggage Tote to the Twisted Cabas, the Belt Pack, and the recent Patchwork and Big Bag handbags. Most of them are large-capacity, soft-shaped open handbags. It is suitable for women to put in all kinds of things needed for work and life.
In contrast, the new Céline handbag is more like a serious briefcase, with the style similarities between Hedi Slimane's Sac du Jour launched during Saint Laurent. Céline's female consumers may soon discover that the logical differences between Hedi Slimane's new handbags and Céline's previous designs show that male designers and female designers have different positions, such as clamshell design that affects handbag capacity and retrieval. Convenience, this is not a problem that male designers will consider. In addition, Lady Gaga's tight-fitting leather jacket with this handbag also highlights the Hedi Slimane-style dark sexy, but this is far from the casual style of Phoebe Philo.
Now, Hedi Slimane's every move may cause Céline to lose the loyal consumers accumulated in the past decade and bring about the loss of the original attributes of the brand.
But the LVMH group now seems to be getting bolder. After an almost radical rejuvenation of Louis Vuitton menswear and Dior, the LVMH Group is now very positive about change. Under his endorsement, Hedi Slimane's reform of Céline also has a lot of worries. At present, LVMH Group still faces the "iron triangle" matrix formed by competitors Gucci, Saint Laurent and Balenciaga. Therefore, it is almost imperative to bet on Céline and intend to make it a "second Dior".
Since last year, the most conservative Céline has been digitalized. After digitizing a series of campaigns such as opening an Instagram account and a WeChat public account, Céline's first e-commerce platform was launched at the end of last year, selling products including classic clothing, shoes and classic leather handbags. The Céline e-commerce website has also been commissioned in France. This year, it has been promoted throughout Europe and the United States. The Céline China website has been completely redesigned, but no shopping function has been provided yet.
Some analysts said that in addition to creative design, Céline will pay more attention to marketing in the future. Faced with the uncertainty of global luxury consumption, LVMH Chairman and CEO Bernard Arnault also stressed earlier that without marketing, the group will not be able to base itself on the luxury market.
Although LVMH Group never separately publishes the specific data of its luxury brands, the market expects Céline's turnover to be about 800 million euros last year, becoming the most luxury brand with the potential to enter the 1 billion euro club. Reuters reported earlier that with the arrival of Hedi Slimane, Céline's annual sales are expected to double to $2 billion.
Explosive items and social media are affecting fashion trends, can Hedi Slimane replicate the success of Saint Laurent? Perhaps the first step is how to avoid Céline “dropping powderâ€.
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