NEW YORK — After a three-year absence from the U.S., Louis Féraud is back with a 1,500-square-foot store here and a 1,300-square-foot unit in Los Angeles on the way.
The store at 717 Madison Avenue in Manhattan, near 63rd Street, had a soft opening last week and is expected to do between $2 million and $3 million in annual sales, said Leslie Goodrum, sales director for Féraud in North America.
The unit represents a new retail prototype for the French brand, with red accents — the late designer's favorite color — on walls and furniture. The Fleur de Féraud, a stylized blossom painted by Féraud, is incorporated into the decor and appears on the brand's logo. A skylight bathes the clothes in natural light. Sleek tables display knitwear and one of them serves as a perch for two mannequins on opposite ends.
The Féraud collection has been updated and those who associate Féraud with formal couture and proper suits for the Ladies-Who-Lunch crowd will be surprised to find a fire engine red leather jacket with gold buttons for $1,795 and a red patent leather raincoat for $1,195. The collection, which is designed by Jean-Pierre Marty, has a nautical theme for resort and spring.
"It's youthful and modern," Goodrum said. "This brand is appealing to a customer who never knew Féraud. They don't have that baggage. They love that the brand is not [sold] everywhere, that it's not overexposed."
New products on tap include a women's fragrance that is to launch this year. Handbags and belts will bow next spring.
Marty, who worked at Guy Laroche before joining Féraud, delved into the archives for inspiration.
"He's very much like Mr. Féraud," Goodrum said. "He's a painter and he loves color and fabrics. Féraud was always known for prints. We always have leopard and floral prints in the collection."
Louis Féraud has been through some rocky times, including multiple changes in ownership and a revolving door of designers.
After Féraud died in 1989, his daughter, Kiki, took the design reins. She sold the business to the Dutch apparel group Secon in 1999 and Yvan Mispelaere became the brand's designer. Escada AG took a major stake in Féraud in 2001 and hired Jean-Paul Knott as design director. Bavaria Industriekapital, a German investment fund, bought Féraud in 2003, and Alliance Designers, a luxury group owned by French entrepreneur Alain Duménil, acquired the business in 2005."The changes in ownership hurt the brand," Goodrum said. "The new owner is making a financial commitment to stores."
Féraud, which had worldwide sales of $80 million in 2006, plans to open 14 new stores this year, including units in China, Russia and Dubai.
Goodrum said Féraud would ultimately like to have eight to 10 units in the U.S. "We want to focus on being on the best streets," she explained.
A unit opening at 9534 Brighton Way in Los Angeles at the end of the month will help Féraud make inroads with the red carpet crowd, Goodrum said.
Féraud's shop on West 56th Street in Manhattan, which closed in 2004, "was a little too off the beaten path," Goodrum said. "This Madison Avenue spot is perfect for our customer."
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews