Olivier Theyskens Will Come Back To Paris To Attend The Fashion Week.

According to the latest news from foreign media, 38 year old genius.

Olivier Theyskens individual

The brand is determined to take part in Paris, which will be held in October this year.

。

Belgian designer Olivier Theyskens founded a personal brand in 1992, and later joined the brand Nina Ricci and Rochas to shelve the development of personal brands.

In 2010, Olivier Theyskens was appointed director of art by Theory. After 4 years, he left the company to pursue the development of personal design project. Since then, he has been quietly committed to the revival of personal brand, and invited LVMH senior executive Maximiliano Nicolelli to be CEO.

The Paris fashion week is the second public display of Olivier Theyskens's personal brand over the past 20 years. It is expected to release only the spring series according to the traditional fashion show.

Olivier Theyskens and Maximiliano Nicolelli are far away from most fashion media, emphasizing that products are the center of everything.

Maximiliano Nicolelli said: "we need to adjust some things, but every brand needs to find personalized voice, find the best way and channel to display products, we are very cautious about the behavior of brand follow suit. I think it is wrong to take the core business of the brand away from the product itself."

As for the retail strategy, the CEO said that it would not advance rapidly, and would promote slow and exclusive personalization. Partners and sales outlets would be limited.

Behind the caution of Olivier Theyskens and Maximiliano Nicolelli is that the fashion retail market is facing serious challenges, and the personal designer brand will no longer be sought after by investment groups.

Some analysts say that for personal designer brands, this is a very difficult environment. In addition to the impact of fast fashion retailing on emerging personal brands, the trend of luxury brands continues to be younger. Price reduction also puts pressure on individual brands. Nowadays, the industry has not given too much space to new brands, and only a large scale fashion brand can grow and develop.

Last year, Kris Van Assche, the creative director of Dior Homme, who turned off its personal brand, also said that it was difficult to survive and is now a very difficult time for independent personal brands.

Olivier Theyskens has pointed out that the industry has been over saturated. He said earlier: "now every season of fashion week, there will be ten or twelve new brand names. I think it's terrible. Many brands are not ready, many new brands will be in a difficult situation."

Over the past few years, the fashion industry has been paying close attention to the development of Olivier Theyskens, expecting him to reinvigorate his personal brand.

In 2014, it was reported that he had considered being the designer of Oscar de la Renta, but eventually the position was awarded by Peter Copping.

In the same year, there was news that Olivier Theyskens went to Milan to join a Italy luxury brand.

Speaking of the future prospects of Olivier Theyskens after leaving Theory, Anne Slowey, director of Elle fashion, said: "unfortunately, Olivier Theyskens has not been given a reasonable role assignment. He has neither been extremely advanced nor extremely backward.

In any case, he will catch up with fashion in the end, it seems that now is the time for him to fight back.