Creative director Marcella Lindeberg is relaunching People’s Liberation Inc., the four-year-old Los Angeles-based denim label, as a contemporary sportswear brand for spring.
Lindeberg is best known for her work designing the Stockholm-based J. Lindeberg brand with her husband, Johan. She also is the creative head of Justin Timberlake’s William Rast label, a division of People’s Liberation that just relaunched at retail for fall. Rast and People’s Liberation are based in Los Angeles and designed in New York, where the Lindebergs live.
“With [People’s Liberation], we really needed a focus in order to inspire the end consumer,” Lindeberg said. “The brand didn’t have such a clear direction before.”
To do so, she started from scratch. While the brand still has denim — mostly done with color, rather than traditional blue jeans — she said the new People’s Liberation is more about the “ease of Los Angeles dressing” with soft knit cotton graphic T-shirts made to wrap and drape in flattering new shapes, tissue-thin jersey dresses and tops, leggings, hoodies and sweats. For the launch, the colors are bright green, yellow, blue and red with white, black and gray throughout.
“It’s about a relaxed and informal way of dressing, but with style,” Lindeberg said. “This customer is health conscious, mature, spiritual and environmentally aware. It’s so important to stay connected with the customer.” To fit the new styling, Lindeberg also redesigned the logo, which used to be a red star. Now it looks more like an asterisk symbol that is faded on the labels, hangtags and denim back pockets.
“The star looked too political, where the new version is more spiritual,” she explained.
Lindeberg said she plans to develop the brand into a full lifestyle collection, hoping to add more categories such as swimwear, activewear, accessories and eyewear.
Colin Dyne, chairman and chief executive officer of the firm, said that, after working with the Lindebergs on William Rast, he knew Marcella Lindeberg would be a great fit for People’s Liberation.
“We already worked well together, and Paris68 [the Lindeberg’s consultancy] was looking for new ways to express their creativity,” Dyne said.
Dyne said he plans to introduce the newly designed merchandise at the Project trade show in Las Vegas later this month. He will develop an advertising campaign with the fall 2009 collection. The People’s Liberation sportswear line wholesales from $25 to $85. He declined to give sales projections.
People’s Liberation Inc. reported a second-quarter loss Wednesday that increased 15.1 percent to $456,732, or 1 cent a diluted share, from $396,792, or 1 cent a share, in the same period last year. Sales in the quarter ended June 30 rose 46.4 percent to $6.7 million from $4.6 million a year ago.
For the first half of 2008, the casual apparel design firm trimmed its losses 72.2 percent to $394,397, or 1 cent a share, from $1.4 million, or 4 cents a share, in the first six months of 2007. Sales in the same period rose 62.1 percent to $13.6 million from $8.4 million a year ago.
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast