2023-07-31 09:28:07
By relying on centralized communication and a perpetual renewal of its looks (while remaining rooted in the DNA of the rock-chic brand), Zadig&Voltaire is posting insolent growth. Explanations with its artistic director and its image director.
The brand, created by Thierry Gillier in 1997, adopted a new strategy in November 2021. The result was an 81% increase in Internet searches and a jump in revenue. What is the idea behind this new guideline?
Jordan Henrion: The idea was to reposition the house on its origins, recalling that it is a Parisian house. For years, Zadig&Voltaire paraded in New York, and one of the first decisions was to parade once more in Paris, which allowed us to affirm our French roots.
Cécilia Bönström: We want to express the fact that we have a vision of the world, of art and of style…à la française.
Are the fashion shows in New York over?
Jordan: Our return to Paris was accompanied by a strong increase in overall visibility. This has given a fairly spectacular growth in American sales in the second half of 2022, around 49%, thanks to the implementation of this new branding strategy, and the opening of stores in New York, Miami and even Los Angeles.
Your growth (more than 26% in 2022) is higher than that of the sector. How do you explain it?
Jordan: We implemented a centralized and aligned strategy. Our latest Winter campaign, for example, is the first thought of in a 360 degree way all over the world. Before, we had several strike forces at the local level. From now on, we have globalized, which has had a strong impact on our visibility and our sales. There was a desire to get back to basics, pure, both in style and in communication, as well as in image.
Cécilia: We have to hammer home and repeat a very clear message, because today we are all overwhelmed with information, visuals, which come to us from all sides. We wanted to highlight a strong DNA and a precise silhouette. No matter what’s trending at the moment, we stay true to our DNA.
And what is this Zadig&Voltaire silhouette?
Cécilia: She is masculine and feminine. Nonchalant and chic. It’s a timeless and ageless silhouette, we dress from eighteen to eighty-eight years old. We work on basics with a twist, these are the key words of the house. The clothes are made for people in real life and for their daily lives. This silhouette goes through codes, in particular the wings on the bags, it is a strong emblem.
You showcase new talent every month. How do you choose them?
Jordan: First of all, these talents must embody the DNA of the house. There are profiles of singers, writers, artists or It-girls. We love the contrast between the French and European heritage side and the modernity of pop culture. Our talents must embody this contrast, like Olympia and Achilleas from Greece or Alana Champion who did the summer campaign (see opposite, editor’s note) and who writes songs for Lana Del Rey.
Cécilia: The hardest thing is to find young personalities who have not yet collaborated too much with other brands and who announce the future. But for all that, I am very proud to have worked with Bella Hadid, Anwar Hadid or Hailey Bieber before anyone else.
Zadig&Voltaire embodies “effortless luxury”: can you explain to us what exactly that consists of?
Cecilia: Ha ha! It was a long reflection, we integrated new elements with a vision on my vision and this effortless luxury positioning arrived at Zadig&Voltaire. There was fast fashion and luxury, and that luxury became uber luxury. We imposed a style and we gave it to the whole world. This position is a turn to say that we are not designers, not fast-fashion and not uber luxury. My desire to dress translates into an obsession with finding materials. We invent products and materials that we can’t find anywhere else. It’s luxury, because the materials are unique and noble: silk, feather cashmere, crumpled and effortless leather because we dress people for everyday life. So long live effortless luxury!
Next for you?
Jordan: We are aiming for expansion in Mexico, Asia and the Middle East, which have been a bit dormant in recent years. The house is celebrating its 25th anniversary this year, these are only the beginnings of a beautiful story!
Is contemporary art still part of the house’s DNA?
Jordan: Yes, and it’s important to put it at the heart of our discourse and to play on duality. Our first show was at the Musée des Arts Décoratifs in Paris. It is an older space, and we have come to add steel structures of scaffolding, to show the revival. It was a game between old Paris and these installations that approach contemporary art. For the second show, we were at Poush, it’s a nursery for young artists, a very raw universe where we brought back the French heritage in the form of a Parisian fountain, which we set on fire…
Cécilia: Because we want, with our shows and everything else, to free ourselves from the codes of the industry!
By Anais Dubois & Laurence Rémila
1690800511
#Bönström #Henrion #ZadigVoltaire #Live #effortless #luxury
