How can you make recognizable an emerging brand? Realizing a “must have” piece – in this case the over sized fur parka with psychedelic prints – that identify the brand. That’s what makes Les Éclaires -brand founded by Gloria Dieth which is also the creative director- so special.
The brand was founded in 2012 with the goal of making hip hop street fashion from the eighties up-to-date, by adding couture embroideries. “Les Éclaires -explains Gloria Dieth- is taking some details from that time and adapting tribalism of this style to the sense of luxury and exclusivity that we want to communicate. We have no actual strategy all happens step by step: from music, our first inspiration, until the realization of the dress. ” Creativity and luxury are the way forward for Les Éclaires and creating an identity of the brand is the keyword.
And the concept is clear in the latest collection of the brand presented during Milan Fashion Week in February, where the “icy allure” of the Swiss Alps is the inspiration. So yes to street-wear but without sacrificing the glamor typical of some ski resorts in the area, starting from Saint Moritz. Cool shades combined with very bright reds create a perfect mix and the outline to a collection that wants to communicate “easy” fashion but never predictable, identity in fact.
ph courtesy: press office
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