NEW BEAT: Alexandra Golovanoff is the latest editor to create a fashion label. The French TV presenter is showing her cashmere sweater line, Alexandra Golovanoff Tricots, in the City of Light during Couture Week.
The collection is comprised of two models, named Mila and Virgile — after her daughter and son. They come in five colors — pink, hazelnut, green, gray and blue — and are woven with cashmere threads from Scotland.
“I am obsessive, so I wanted to stick to what I love: cashmere sweaters with a round collar. My idea was the burrata. It’s so tasty that it doesn’t need anything else. It’s all about the quality of the product, which isn’t processed,” explained Golovanoff, who was showing the line in her spacious, light-filled office-cum-showroom a stone’s throw from the Eiffel Tower. Dotted about were photographs of the likes of Inès de la Fressange, Dominique Issermann, André Saraiva and Vincent Darré — all making funny faces.
“I wanted to show that the fashion world doesn’t take itself too seriously,” Golovanoff said.
Her label’s tag line takes a lighthearted approach, too, reading: “Le tricot qui rend beau” (or “The sweater that makes you beautiful”). Each sweater is priced at 450 euros, or $501 at current exchange.
“I have always seen my mother knit. She has nine grandchildren now. The entire family places orders, so we take a ticket [for our turn]. I didn’t want to have to wait for two years,” Golovanoff laughed.
Her sweaters launched quietly in Colette earlier this month, and Alexandra Golovanoff Tricots is scheduled to have a pop-up at Le Bon Marché department store from Oct. 15 to 30 before rolling out to The Webster in Miami and in Houston.
Bettina Rheims shot visuals for the brand featuring Pierre Hardy, Julie de Libran, Golovanoff, plus her daughter and her mother, which will be used at Le Bon Marché.
Meanwhile, Golovanoff is celebrating the 10th anniversary of her show “La Mode, La Mode, La Mode” on French TV network Paris Première with a 52-minute episode slated to air on Saturday. She also continues to collaborate with Madame Figaro magazine.
Other editors recently dipping into fashion include Alexandra Senes, who launched the shirt line Kilometre Paris that is carried at Le Bon Marché and Barneys, and Emanuel Tomasini, the longtime communications director at footwear giant Giuseppe Zanotti. He started Tomasini Paris, a label specializing in bags and accessories that scooped the ANDAM 2016 Accessories Design Prize last week.