PARIS — Printemps is relaunching its private label men’s wear collection, Brummell, to fill a gap in the market for stylish and affordably priced clothes.
Printemps reintroduced the brand — founded in 1930 but dormant for the last five years — early last month in its stores in Rouen and Vélizy, France, and then rolled it out to its Paris flagship on Boulevard Haussmann in addition to Parly, Lyon, Metz and Lille, France, with a full rollout in its network of 17 stores expected in the fall.
The renewed focus on its private label follows a wide-ranging effort to move Printemps upscale, following its $1.33 billion sale in 2006 by French retail-to-luxury group PPR SA to a consortium that includes the Borletti Group, which owns Italian department store chain La Rinascente.
Printemps also offers its own label knitwear and accessories for women and men.
“We have stabilized our strategy and we have given our customers and our partners a clear indication of where we are heading. Now we can focus on other things and put the emphasis on our own products,” said Tancrède de Lalun, merchandise manager for men’s and women’s wear at Printemps.
The retailer identified a gap in the midprice segment and will offer two-button suits, mostly made of Italian wool, at prices ranging from 375 euros to 595 euros, or $500 to $800. Details include half-moon pocket stitches and comfort pleats in the jacket lining.
Its casual offer includes jackets ranging from 315 euros to 345 euros, or $420 to $460, and sweaters priced at 85 euros, or $115. All dollar rates are calculated at current exchange.
The line is being sold in dedicated spaces within Printemps stores, including a 700-square-foot boutique at the Haussmann store. All feature an Art Deco-style gray facade, gray parquet floors and matching carpet, ebony fittings and marble tabletops.
The Brummell logo has been revamped in a modernized Thirties typeface, and hangtags and bags will feature a stylized silhouette of a man in a top hat — the historic symbol of the brand, which was named after British dandy Beau Brummell.
The relaunch is being supported by the distribution of 400,000 catalogues and a press advertising campaign featuring Belgian actor François Vincentelli, scheduled to break this month.
“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
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye