The fashion crowd has yearned for Alber Elbaz's return after his shocking departure from Lanvin way back when in 2015. Since, Elbaz has teased us by dipping his toe back into fashion via collaborations with Tods, Converse, LeSportsac and perfume house Frédéric Malle. Then, last year, he announced a deal with the luxury goods company Richemont which promised the birth of his new brand, AZFashion. Now, we finally know a little bit more.
This afternoon, a startup called AZ Factory was announced.
'We design beautiful, solutions-driven fashion that works for everyone. It is a reset, it is the birth of a Factory. A digital luxury brand based on innovation, technology, and, above all, a place to experiment and try new ideas' Elbaz and his team explained in a statement.
Finding a new way of doing things appears to be at the core of what's to come, via direct and inventive new lines of communication, with a consumer experience program 'Alber & Amigos' set to be unveiled on the brand's website. All that can be found there at the moment is AZ Factory's playful logo, which features a clean and graphic take on what can assumed to be a cartoon Elbaz- the designer's profile can be easily recognised by his square black glasses and short dark hair, previously immortalised in balloon form for his collaboration with LeSportsac.
Fashion wise, Elbaz fans are hoping for a good dosing of opulence via the hyper-feminine luxe with which he modernised the Lanvin brand. But, five years later, we can't and shouldn't expect more of the same, and Elbaz isn't one to do what he's told, which makes things even more exciting. We'll have to wait until January to find out more, so expect to stay firmly on the edge of your seat.