Sunday, May 27, 2007
Vionnet loses Kokosalaki and gains Artistic Advisor
After less than a year at the helm of the newly relaunched brand, Sophia Kokosalaki has parted ways with the House of Vionnet. The announcement comes as no great surprise, infact it has been expected ever since Diesel's purchase of the Greek designer's brand in January this year. Interestingly though, Arnaud de Lummen, Vionnet's chief executive officer has decided not just to replace Kokolasaki but to seemingly reinvent the creative role needed.
According to fashionwiredaily, rather than filling the Creative Director shoes, Marc Audibet (previously a designer at Hermes, Ferragamo and Prada) will take on the newly created title of Artistic Advisor. And after only two seasons on the catwalk, the fashion house is turning its back on Paris Fashion Week and returning to the traditional atelier model of appointment showcases which will be unveiled during the more exclusive Haute Couture Week.
What this all means is as yet unclear, but implies a shift by the brand to position itself away from fast fashion and plant its feet in the luxury prestige market. And with a namesake who is globally recognised for introducing bias cut to the fashion world, the company should find ample opportunity in emerging luxury markets- if they get the package right.