The Zadig & Voltaire makeover

“Before, we had to get mainstream media attention. Now, you also have to exist on social networks, ”says Thierry Gillier, head of the ready-to-wear brand Zadig & Voltaire. IMF staff photo Stephen Jaffe

To stand out, the luxury ready-to-wear brand wants to exist on social networks and renews its rock style.

“We have to take risks to stand out in the world of luxuryThierry Gillier explains a few minutes before the parade of his brand Zadig & Voltaire, which took place last Friday at the Museum of Decorative Arts. Showing our collection outside of the Fashion Week calendar is one. And then, you know, the fashion world has changed a lot. Before, we had to get mainstream media attention. Now, you also have to exist on social networks.On this point, the French label has fulfilled the objective by inviting Suki Waterhouse, William Franklyn Miller, Lily Chee, Camille Charrière, Alice Pagani, Yoon Young Bae to its front row… Do these names mean anything to you? And yet, these young people alone have millions of subscribers on Instagram and TikTok.

On the podium side, Cecilia Börnström, the artistic director, also does the job, namely renewing the rock style of Zadig & Voltaire. “Originally, in 1997, we were a knitwear brand, known…

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