As the world is taken by storm with the brilliance of fast fashion -today we face times when Europe and the USA need to look at a new dress code or a new post code to stay in business. The dress for less concept has been delivered in a prestigious appeal — and luxury was the answer for this new fast fashion trend. Who would have thought that brand equity and value with designers such as Alber Elbaz of Lanvin would be the answer to these challenging times. Alber has designed and pioneered such a mix with a 30-piece capsule collection for H&M, Lanvin for H&M http://www.hm.com/us/#/designer this is to be presented this week, and go on sale Nov. 23.
What is truly exciting about this concept, is that not only is fast fashion luxury adopting such designer appeal in store, but also the iconic store design itself. THE collection will be welcomed to Paris in a 2,800-square meter, store on the Champs-Élysées, designed by the famous French architect Jean Nouvel. It was not so long ago that only big branded stores such as Gucci, Prada and the recent Louis Vuitton on Bond St, London commanded such architectural appeal. Today the fast fashion set does too, and its not only limited to Europe, we hope to see such design delivered in the Gulf region, tailoring their iconic store design to the culture and the regional trends.
Malone Fashion xoxo
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