Smalto looks to reinvent itself
today Jan 21, 2019
There was certainly a crowd at the Smalto flagship on Paris' Rue François-Ier on Friday night, as fans gathered to witness the relaunch of the brand and catch a glimpse of its newest ambassador, Olympic medal-winning swimmer Yannick Agnel.
In an attempt to put an end to a series of faux-pas (cemented by the false return of Franck Boclet in 2017), the brand's CEO Agnès Sarah Espinasse, appointed designer Jean-Luc Amsler, known for having collaborated with Saint Laurent, Dior and Thierry Mugler, to lead its collections in September. "Our vision is the same, that of a brand which is still classic, elegant and timeless," she explained. "But which now needs to be revived with more audacity and joy."
Accompanied by some 20 models, Agnel posed in a long red jacket, glasses and metallic sneakers. "He's an ambassador who perfectly embodies our values: the combination of sport, class, personality and another facet of our engagement with sport, this time on an individual level" explained the CEO of Smalto, which also has a deal with the Fédération Française de Football.
Close by, former Helmut Newton muse Sylvia Gobbel was wearing a suit and tie. "It's the idea that domination is no longer held by the testosterone-fuelled male," added Jean-Luc Amsler, "and that power also belongs to women."
Along with the classic black and grey, the capsule collection featured a varied pallet with suits in colours ranging from sky blue to orange and fuchsia, its highly fitted and structured cuts elegantly sheathing the models' silhouettes.
"A rejuvenated wardrobe which is lighter, fresher and features a new fluidity," the designer went on. "It's not just about dad suits anymore. It can speak to a new, younger and more international clientele, to whom we want to be able to propose a real fashion brand."
In order to make sure the relaunch goes well, the Smalto team hopes to the take the brand global again this year by upping its presence in Asia and particularly in China. "A market which has long been abandoned and which will be our priority this year," stated Espinasse.
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