Haider Ackermann Is The New Creative Director Of Berluti.

France

Group LVMH's luxury

Brand Berluti will invite Columbia fashion.

Haider Ackermann is the new creative director.

It is reported that Haider Ackermann will release its first 2017 autumn series after joining Berluti in January next year.

This also indicates that Berluti may change the style of former creative director Alessandro Sartori in seeking new design style.

According to the brand CEO Antoine Arnault (LVMH Group Chairman Bernard Arnault's son), Berluti's future development direction is from a luxury men's shoes brand to a luxury lifestyle brand.

The setting up of brand stores includes not only high-end tailored men's clothing, but also casual clothes. The diversification of products meets the different needs of consumption.

At present, men's shoes business still accounts for about half of the Berluti business, and the two best selling men's shoes -Playfield (below) and Fast Track designed by Alessandro Sartori are reflected in men's wear from leisure to leisure.

CEO introduces that all brands of products are beginning to trend towards leisure. "Leisure wind is bound to be the Casual is King".

About Haider Ackermann

Haider Ackermann (below) graduated from Royal College of Art in Antwerp, Belgium (Antwerp 's Royal Academy of Fine Arts), and founded the brand of the same name in 2003.

In 2005, Haider Ackermann signed a contract with the Belgian female investor, fashion group BVBA 32, which was led by Anne Chapelle to become the latter brand and set up a studio in Paris.

In June 2013, Haider Ackermann announced its departure from BVBA 32 and became an independent brand.

According to CEO, the brand name design work of Haider Ackermann's personal name will not be affected in the future.

Haider Ackermann first participated in the Florence Pitti Uomo men's Wear Exhibition in 2010. In 2013, it finished the first fashion show in Paris fashion week. It designed a dinner dress, low waist trousers and long curled design scarves.

In addition, designers have captured a large number of celebrity fans with sportswear and Hoodie designs, including Antoine Arnault herself, British actress Tilda Swinton and American rap king Kanye West, Miguel and so on.

In his exclusive interview, Antoine Arnault talked about his views on the design style of Haider Ackermann: the growth of the designer is like a trip around the country, so in the design, he integrated into the multiculturalism of Holland, Belgium and France. In addition, Haider Ackermann has a good understanding of Berluti's brand and concept, which is very appreciated by CEO.

Antoine Arnault hopes that the addition of Haider Ackermann will enable the brand to attract more young and avant-garde consumers on the basis of maintaining their original customers.

He stressed that under the premise of sticking to the essence of the brand, Berluti needs to add some radical elements to the design, clearly express the fashionable position, and add some commercial elements.

He believes that proper "business elements" do not have any side effects on brands.

Berluti development status

Earlier this year, Antoine Arnault pointed out that Berluti has been expanding the distribution of categories and global stores, and sales revenue has risen from 30 million euros in 2011 when Alessandro Sartori joined the brand to more than one hundred million euros.

Berluti has been doing well in the past few months, with double-digit growth in sales revenue.

At present, there are 45 Berluti boutiques and 20 wholesale outlets.

The brand will continue to expand all kinds of stores. The new stores will include the City Center store in Las Vegas (November), the Brighton Way store on the edge of Rodeo Drive in Beverly hill, California (early next year), and next year there will be a new Asian store plan.

Berluti brand was founded in 1895 by a Italy immigrant in France. It has many celebrities such as Andy Warhol, Pierre Berg, Jean Cocteau, Alain Delon, Dean Martin and Delon.

In 1993, the brand was bought by LVMH group, and leather goods other than leather shoes were launched in 2005.

Antoine Arnault began taking over Berluti in 2011, hoping to turn Berluti into a luxury men's wear brand that can rival LVMH's Fendi, C and line brands.

He bought Arnys, a famous menswear boutique in the left bank of Paris, and a dozen experienced tailors in the shop have set up Berluti men's custom business.

In addition, he is responsible for overseeing the 2013 Italy luxury cashmere brand Loro Piana business.

The former creative director, Alessandro Sartori, has brought modern cutting technology to Berluti. The brand men's shoes are made of leather with special color and no splicing gap. The classic elements are outstanding and unique.

Alessandro Sartori has returned to the old club in early February this year, Italy luxury group Ermenegildo Zegna (Zegna) as artistic director.

It is reported that after his return, the first series of 2017 autumn series will be unveiled in Milan fashion week in January next year.

(above: Haider Ackermann 2017 men's wear in autumn style)