On the digital hub of Paris Fashion Week this season, Lanvin presents Joie de Vivre.
The video show on the Autumn/Winter 2021 ready-to-wear collection by the house of Lanvin - which was founded in 1889 by th visionary Jeanne Lanvin and now owned by the Chinese Fosun Fashion Group, is one of fun and glamour. As creative director Bruno Sialelli has put it, it is one of “elegance and frivolity, of the past and a vision of the future rooted in optimism … looking backwards and forwards - drawing inspiration from the past, reinvented for the present, calibrated for the future."
In an interview with Vogue Business, Fosun Fashion Group chairman Joann Cheng says the Chinese owners are betting on China, e-commerce and accessories to bring back lustre to the revered French house.
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| Bruno Sialelli’s modern yet playful interpretations for Spring 2021 collection, feature prints inspired by Parisian artist Erté - calling back the Art Déco references from Jeanne Lanvin’s era. Photo from Lanvin's website. |
Filmed in the glamorous Shangri-La Hotel in Paris, which is currently closed due to the pandemic, the video features happy models, including cameo roles by the likes of Israeli actor Tom Mercier, rapper Eve and model Paloma Elsesser, dancing, celebrating and singing to Gwen Stefani’s upbeat Rich Girl, which will no doubt continue to ring in our heads for a good part of the day.
Whether customers' response will ring in the same upbeat tone for the illustrious heritage brand after a tumultuous few years remains to be seen.
To watch the Autumn/Winter 2021 video, click HERE.
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