Luxury king reawakens sleeping beauty Schiaparelli
Schiaparelli is going to be re launched very soon. Most recently, French shoemaker Roger Vivier has made a successful comeback. Inspired by that, Italy’s king of luxury Tod’s Chairman Diego Della Valle is resuscitating Schiaparelli, which is a renowned fashion brand became dormant since 1954.
Most importantly, Della Valle is aiming to bring back the name to its haute couture past and kick-start the business with custom-made suits and dresses. Actress and model Farida Khelfa, who is the ambassador of Schiaparelli, has informed this recently.
According to Farida, “Once the label gains sufficient traction in terms of sales and credibility among fashion critics, it will branch out into accessories, perfume and jewellery.” There is a twist. Khelfa also said, “Schiaparelli’s relaunch could be ready in time for the couture shows in Paris either in January or July.” She also added, “Della Valle is not in a hurry. He is taking his time.”
The brand said in the spring it planned to announce its new designer in September. Now, it hopes to do so “in the next few weeks,” Khelfa said, dismissing rumors that disgraced ex-Dior designer John Galliano was a front-runner. She also said, “We will make the name public when we are ready.” According to the critics, choosing the right designer is the key to the success of Schiaparelli’s revival. One can see the examples of successful fashion re-launches include Lanvin under designer Alber Elbaz and Balenciaga, part of PPR under Nicolas Ghesquiere.
Emmanuelle Alt, who is the Editor of French Vogue was attending the Christian Dior show last week. There he commented, “Schiaparelli is a beautiful, magic name but I am not sure the man in the street knows what it stands for.”