NEW YORK — Carrera will kick off a major brand push in the U.S. tonight.
Carrera Ignition Night, to be held at 5 Beekman in the Financial District here, will be a retrospective exhibit showcasing the 57-year-old brand’s heritage of fashion and music, as well as a vehicle to showcase its newest eyewear. The company hosted the first of six events for the brand in Milan March 2, followed by Madrid and São Paulo. Fetes in London and Beijing will take place in June and September.
“It is a well established brand, particularly in Europe — and we have started to work hard about it in the Americas,” Safilo chief executive officer Roberto Vedovotto told WWD. He said Europe makes up 60 percent of the brand’s overall business, followed by the U.S. and Latin America with 30 percent and Asia with 10 percent. Brazil and Mexico are seeing the fastest growth.
Among the initiatives that will take place this year: a redesigned Web site that went live April 15 at carreraworld.com, the rollout of a new display advertising program, amped up social and digital media, designer collaborations (the capsule collection Carrera by Jimmy Choo will be available for the fall season) and strategic product placement in Ron Howard’s “Rush,” which comes out in September.
“We want to expand the consumer target — and we want to cover all segments of the market,” he said of the brand, which saw a relaunch here in the U.S. in 2008. “The idea of announcing this presence and making it even bigger is that we believe that we’ve developed a very segmented collection with four different design philosophies.”
The Icon collection is based on iconic silhouettes throughout the past six decades; Muse is more sophisticated in design and what Vedovotto describes as “the real bridge between the past and future of Carrera”; Craze contains contemporary trends, and Active contains performance eyewear.
Safilo Group SpA’s sales in the three months ended March 31 saw a 12.1 percent increase in net profit, which reached 13.4 million euros, or $17.7 million, versus 12 million euros, or $15.7 million, for the same period in 2012. Revenues climbed to 297 million euros, or $392 million.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia