The reputation of this French fashion house is well established… But perhaps needs to be rebuilt. While the brand shines well beyond our borders, it has been gathering dust for a few years now. A thunderclap announcement was made on Monday, September 9. Will the house finally regain its former glory?
The news broke this morning: this famous French fashion house has decided to take a new direction. Known for being the height of elegance and sophistication, for embodying aristocratic chic, and for infusing its pieces with a romantic allure, this label was much loved by an iconic actress: Audrey Hepburn.
She wore their creations in the films “Sabrina” and “Breakfast at Tiffany’s”. A true muse who became a friend, she even inspired its creator to launch into the world of perfumery with the fragrance “L’interdit”, of which she would be the muse in 1958. As you will have understood: we are obviously talking about the house created by Hubert de Givenchy.
After the departure of its last artistic director at the end of 2023, Givenchy let its design studios imagine the collections. A few hours ago, the fashion house finally announced the arrival of its successor: Sarah Burton, known to the general public for having designed Kate Middleton’s wedding dress.
This appointment raises many questions, particularly about the positive impact it could have on the house. Since the departure of its founder in 1995, “audacious” appointments have followed one another to bring the house into line with its time: John Galliano, Lee Alexander McQueen, Ricardo Trisci, and Clare Waight Keller. With these young designers, the intention of breathing new life into the future was clearly displayed. By appointing Matthew M. Williams, LVMH had even tried to take the same streetwear turn as Louis Vuitton and copy its success. Unfortunately, this latter strategy has not had a real breakthrough. But with the arrival of Sarah Burton, this may change.
His universe made of ultra femininity, technicality, refinement, majestic volumes, and an unparalleled sense of finishing, is reminiscent of the DNA created by Hubert de Givenchy himself.
After a casual and streetwear test that was inconclusive in the eyes of the Fashion Sphere experts, we can therefore wonder if the house is not in the process of reconnecting with the classic and traditional codes that once made it successful. Watch this space.