Alber Elbaz's AZ Factory launching two product stories; plans commemorative event in fall

By

Godfrey Deeny

Published
Jun 6, 2021

AZ Factory, the fledgling fashion house of the late great Alber Elbaz, has revealed that it will launch two new product stories, barely two months after the designer passed away.

 
The house announced Friday morning that the first of the new stories, 'SuperTech-SuperChic,' will be available on June 12 to mark the founder’s 60th birthday. While the second, 'Free To,' will launch shortly thereafter.
 
AZ Factory also shared plans to honor the late designer during the womenswear spring/ summer 2022 Paris Fashion Week in October.

“The event will celebrate the extraordinary life and work of the brand’s founder, paying tribute to his creative vision and joyous spirit,” AZ Factory said in a release.
 
First introduced in a multimedia fashion show at the brand’s launch, the SuperTech-SuperChic product story brings hi-tech to high-fashion. Using eco-dyed, nylon microfiber traditionally used in activewear, AZ Factory employed innovative, 3D knitting technology to create woven details inspired by couture craftsmanship.
 
The result is what Elbaz defined as “athletic couture,” a new approach to formalwear that remains comfortable, breathable, and seasonless.
 
This spring, when he launched AZ Factory, the designer explained he was in part inspired by seeing so many women in training gear running along the Seine. Two months after that launch, Elbaz died aged 59 on April 29 in Paris of complications due to coronavirus.

 
The never-before-seen Free To product story was finalized by Alber in his last weeks with the AZ Factory team. The house termed the new story as messages of escapism and hope crafted in bold, hand-embroidered lettering on elevated hoodies, tops, and sweatpants made of eco-sustainable fabrics.
 
“Alber brought his signature raw-edged satin ribbon and metallic details to pieces he envisioned as an answer to the sartorial needs of women today. The mood-boosting leisurewear is the newest addition to AZ Factory’s modular wardrobe, with pieces consistently providing elegance and comfort,” it added.
 
The news of the product series would suggest that AZ Factory’s backers, the giant luxury conglomerate Richemont, may be considering continuing the brand without its founder. In his own comment on the future of AZ Factory, Richemont’s majority shareholder and CEO, said he planned to abide by the wishes of Elbaz’s partner Alex Koo, and of the designer’s family.
 
As part of the June launch, AZ Factory will also introduce handbags as a new product category.
 
“Conceived by Alber to allow women to freely hug and feel hugged, the handbags feature an adjustable multi-strap and lightweight chain fixtures for flexible wear. Created from high-frequency, molded nylon, the modular bags can be worn cross-body, on the shoulder, belted at the waist, or held in hand,” AZ added.
 
Respecting Alber’s long support of the LGBTQ+ movement, a portion of the proceeds from the Free To story will be donated to the It Gets Better Project, whose mission is to uplift, empower, and connect LGBTQ+ youth around the globe.