24S Taps Charles de Vilmorin
FANTASY CAPSULE: LVMH-owned retailer 24S has tapped Charles de Vilmorin, the French fashion scene’s hottest up-and-comer, for an exclusive capsule collection set to launch online on Sept. 9.
The capsule features eight unisex pieces, including black or white cotton shirts, scarves, shorts and T-shirts, featuring the bright painterly patterns de Vilmorin has become known for, from florals to hearts and faces. A pair of denim embellished with surrealist-inspired eyes on the back is among the highlights.
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His aim was simple: To channel the ideas of “freedom, fantasy and poetry,” his label has become synonymous with ever since its 2020 launch, after France’s first lockdown.
“The collection is unisex, simply because I want it to appeal to everyone, and I reject the notion that people should be locked into terms, labels or categories like ‘woman’ or ‘man,'” said the young designer.
Partnering with an e-tailer appealed for the same reason. “Buying online allows you to shop more anonymously,” he wrote in an email, stating that not shoppers were not always comfortable purchasing across departments. “The Internet offers the possibility of being more free in our choices [without fear of judgement]. It would be nice if stores followed this as well.”
In February, he was named creative director at Rochas and plans to release his first collection during Paris Fashion Week in September. He is also one of the nine finalists for this year’s edition of the LVMH Prize for Young Designers.
Given this quick rise, there was an opportunity to use the 24S platform to introduce the brand to a bigger, global audience, according to the retailer’s global buying director Maud Barrionuevo.
“We discovered Charles’ work during his first Haute Couture show in January 2021. It was joyful, theatrical and deeply personal, no one had shown such an expressive collection in a long time,” Barrionuevo said, adding the retailer was pleased to support emerging talent through such exclusive collaborations.
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