Kenzo switching Memento to a see-now-buy-now format
today Aug 31, 2018
Kenzo has decided to enter a new phase with Memento, introducing a see-now-buy-now format for this heritage collection.
The change will take effect next year for Memento, a collection composed of reinterpretations of looks from the Kenzo archives for contemporary consumers.
However, this fall Kenzo will skip the upcoming French runway season, where it traditionally shows. Instead, it will move the action to New York, and debut its latest film during New York Fashion Week on 7 September.
“We are super excited to work on this project for next year. The response over the past two years to La Collection Memento from press and customers alike has been amazing. Logistically it’s easier for us to present our main collections for Kenzo in January and June, and this will remain the case, but giving customers the option to buy La Collection Memento as soon as it hits the runway is something we’re thrilled to pursue,” said the house’s joint creative directors Carol Lim & Humberto Leon.
Memento was first launched in Paris in March 2017, with a show and inner party inside Kenzo headquarters, where the walls were decorated with images from a famous 1983 ad campaign for the house shot by Hans Feurer, and starring Iman, which helped launch the African model into superstardom. That debut collection took classic Kenzo power color floral prints and used them in modern garments like puffer jackets, quilted coats and cargo jeans.
In terms of the calendar, the next main Kenzo collection will be shown in January 2019 when the house will present its men’s and women’s collections for Fall/Winter 2019/20. While the Memento collection will in future be presented twice yearly in February and September as part of Paris Fashion Week.
Copyright © 2019 FashionNetwork.com All rights reserved.