The CEO and creative director of Joie and Current/Elliott, Serge Azria, is to revive Equipment. The Equipment relaunch will concentrate on the brand’s signature item, tailored silk menswear-inspired shirt styles with two front-flap pockets.
Equipment was first started in 1979 by Christian Restoin. For the Equipment relaunch Restoin will be acting as a creative consultant. Barney’s is the first retailer to sign-on to the Equipment relaunch. Retailers will have 135 style options to choose from.
The Equipment relaunch is slated to kick off in Spring 2010, though, Carine Roitfeld, Christian Roitfeld’s longtime partner and Vogue Paris’s editor-in-chief, was snapped wearing a khaki-green, tailored silk blouse in October for Paris Fashion Week-helping to create buzz for the company before the Equipment relaunch became official.
What's Driving This Trend
- Silk Shirt Revivals
- Reviving the popularity of tailored silk menswear-inspired shirt styles with two front-flap pockets.
- Signature Item Relaunches
- Focusing on relaunching a brand's iconic signature item to generate renewed interest and buzz.
- Celebrity Endorsements
- Leveraging influential individuals, such as Carine Roitfeld, to generate excitement and publicity for a brand relaunch.
Who This Affects Most
- Fashion Retail
- Opportunity for retailers to capitalize on the resurgence of silk shirt styles by offering a wide range of options.
- Apparel Design
- Designers have the chance to reintroduce and reimagine classic styles like the tailored silk menswear-inspired shirt.
- Fashion Marketing
- Creating strategic partnerships with celebrities and influencers to generate buzz and create anticipation for a brand relaunch.
