Façonnable will unveil a new store concept Friday with the opening of a store at South Coast Plaza in Costa Mesa, Calif.
The 4,400-square-foot unit, which houses the men’s and women’s wear collections, will reveal a French Riviera-inspired blueprint developed by artistic director Eric Wright. The store replaces an older one elsewhere in the shopping mall.
The new design replaces the late Nineties, residential-style look of cherry wood and mahogany with a South of France mood developed around blue and turquoise metal and linen ottomans.
“This new visual identity further strengthens the strong links between the Façonnable brand and its heritage,” said Alberto Lavia, chief executive officer, referring to the fact that the brand is headquartered between Nice and Monte Carlo. “The new stores will be able to showcase our collections in the perfect environment and communicate the repositioning of the brand as one of the leading players in the luxury sportswear niche.”
Materials include chevron-patterned unfinished white oak floors, honey colored oak paneling, limestone and millwork inspired by the furniture of Jean Michel Frank, a renowned French decorator from the Thirties.
First-year sales projections for the Costa Mesa store were not disclosed, though a spokeswoman said the company expects a 30 percent increase over sales at the older store the previous year.
Since Lavia’s arrival from Kenzo earlier this year, Façonnable has devised big plans, including a doubling of sales within the next five years from their current estimated 200 million euros, or $286 million at current exchange.
Two more U.S store openings are in the pipeline with a boutique in Atlanta on schedule for Aug. 15 and one in San Francisco slated for Oct. 31.
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“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