2009 October 1
Nina Ricci's Very Small Relaunch
(PARIS) When fashion houses relaunch, they tend to do so with gusto, bravado, and as many journos and retailers on hand as possible. Not so with Nina Ricci, which is unveiling its first collection under the creative direction of Peter Copping tonight at 9 p.m. Whereas Olivier Theyskens' final runway spectacle charmed over one thousand guests last February, Copping's inaugural effort will be an extremely self-selected affair...for 75 guests, according to Ricci's publicist. Vraiment!
In an era where fewer publications are sending editors abroad--ditto with the retailers--this move must be very...strategic. Theyskens was both praised and criticized for creating more of a conceptual enterprise than a commercial one; a move that owner Puig appeared to counteract by launching a potentially-profitable handbag line and hiring a seasoned designer from a tremendously salable brand. So what does this scaling-back signify for a brand best known for its bestselling fragrance l'Air du Temps? Don't worry--we'll report back.
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