MILAN — Vionnet has tapped Hussein Chalayan to design the brand’s Demi-couture line.

This story first appeared in the January 3, 2014 issue of WWD. Subscribe Today.

The first collection conceived by the Cyprus-born designer will be unveiled on Jan. 21 during couture week in Paris.

“I’m extremely happy about this collaboration because I think that Hussein is a supertalented, forward-thinking designer,” said Vionnet chairman and creative director Goga Ashkenazi. “He is a true artist, very conceptual, he thinks out of the box and has a strong architectural approach. He represents what Madeleine Vionnet represented in her era.”

Chalayan, who established his namesake women’s wear label in 1993, said, “The combined elements of Goga Ashkenazi’s creative energy and entrepreneurial approach together with the unparalleled heritage of the house makes this an exciting collaboration for me”.

Launched in September 2012 to mark Vionnet’s 100th anniversary, the label’s Demi-couture collections, which are sold to private customers, consist of one-of-a-kind dresses manufactured with high-end, exclusive techniques, but which retail at more affordable prices than haute couture pieces.

“I’m looking at the Demi-couture as a very special, noncommercial project,” said Ashkenazi. “My goal is to show something very special, a little bit different from today’s fashion, a little bit revolutionary, as Madeleine Vionnet was.”

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