In my previous article, I have discussed the fast-changing direction of the big fashion houses nowadays, and I have boldly made some assumptions on Celine’s change for a typical example, it is entirely under a personal perspective but authentically questioned this iconic fashion brand’s future as a member of Millennials. Apparently, there’s not even a single similarity between Phoebe and Hedi’s artistic direction; it makes me curious about Celine’s current performance on sales: Are the consumers getting bored? Does this brand need someone to completely change the whole visual so urgently for lifting the sales? Again, in my point of view, Celine, as it is ( by Phoebe) will never lose its customers because whoever love to invest on Celine, would not wearing a Dolce Gabbana dress, they won’t fit into Saint Laurent’s Parisienne glam rock vibe either. On the other hand, it might be the less attractive to a younger aged group, such as generation Y and Z, and this market is what every luxury brand trying to learn nowadays.
Hedi Slimane is a person who doesn’t seem keen on inheriting fashion houses’ DNA. So as a result, his own label will always overlap the originals, so the audience can barely recognise those brands. Hence, here comes many predictions of “what the future Celine will become,” and I have made mine too.
1. Hedi Slimane is obsessed with two things: Music and Photography. So probably he will take over Celine’s fashion campaigns. But the doubt is, will rock & punk music becomes Celine’s new signature sound?
2. The Silhouette. Phoebe Philo is a master of creating the fascinating silhouettes with perfect fabrics. She has also created so many fashion trends that half of the industry follows: In Celine’s 2013 AW RTW (Ready-to-wear) collection, she introduced the “laundry bag prints” and it went virus from runway to high street. The choice of colour and the proportion of the garments (the volume, the textures, the layers) shaped every Celine woman who walked down the runway; they are the characters created by Philo.
On the contrary, Hedi is the best for creating the ultra skinny fit and even made Karl Lagerfeld on a diet. His aesthetic is never about relaxation or understatement; he’s all about self-expression and underground youth. So when he transform the brand, will he ditch the current Celine character then create a new identity with black & white imagery, tailored slim fit outfits and even with some “ Jeans by Celine”? Perhaps he would consider bringing back the old Celine logo to make it cooler.
"Change is always risky but brings some big, surprises. And I believe Hedi will inject plenty of fresh blood into Celine to rejuvenate it, and make a surprising change for all the Celine fans and his fans.