link.png Paul Poiret gets new lease of life, as Korean company buys label← Back


Image source - Shinsegae International
 
An iconic fashion house is being brought back to life. It was announced this morning that Shinsegae International has acquired the trademark rights for the Paul Poiret label, and aims to make it appealing to contemporary consumers.
 
Paul Poiret was a Parisian couturier who set up his own fashion house in 1903, producing clothes as well as perfume, before it eventually closed in 1929. He considerably influenced the fashion of the early twentieth century and was famous for popularising a number of styles including the kimono. So great was his influence that the Metropolitan Museum of Art staged an exhibition about the couturier in 2007, which was entitled “King of Fashion”.  


 
Shinsegae International bought the Paul Poiret label off investment company Luvanis. Arnaud de Lummen, director of Luvanis, began to acquire rights for Paul Poiret in 2010 before obtaining them all in 2014. In October last year, he announced his intention to sell the dormant label in an online auction. The Korean fashion and beauty company has the intention of preserving and reviving the heritage of the Paul Poiret brand. Indeed a report published by WWD suggests that Shingsegae intends to base the label out of Paris.
In a statement published by Shinsegae International, it emerges that the first step in the process of bringing back the French label will be to launch perfume, followed by accessories before eventually branching back into fashion.
 
This is not the first time that dormant fashion labels have been given a new lease of life. A number of high-end brands have also undergone similar resurrections in the past few years, including Vionnet and Schiaperelli, two other iconic brands which played an important role in shaping the fashion of the first half of the twentieth century. 
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