On aura tout vu shifting focus on accessories

By

Chenu Alexis

Published
Jul 14, 2015

Founded in 1998 by Livia Stoianova and Yassef Samouilov, On aura tout vu first made a name for itself by offering accessories for Christian Dior, Givenchy, Yves Saint Laurent and John Galliano, before itself launching into haute couture in 2002, dressing stars like Madonna, among others.

Change in direction this year. The house has decided to shift its focus back to accessories. "Most of our couture customers are unaware of our accessories line, and vice-versa," explained Livia Stoianova," and our aim today is to go further with it rather than concentrate on the runway shows."

Already sold in some thirty points of sale around the world for women – at Luisa Via Roma, in China at Joyce, Corso Como and Seibu, in Paris at the Galerie de l’Opéra -, as well as in the Cadenzza jewellery multibrand store network founded by Swarovski (some forty stores), the On aura tout vu accessories line will offer a first line dedicated to men this winter.

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"Even though some of the pieces already existed, the men's identity has not been clear," pointed out Livia Stoianova. "With the men's ready-to-wear market really flourishing, a costume jewellery and cap line is the next step."

For its first men's line, the pair of designers will offer caps with beads of glass, metal, beetle gems, nails and lace, and more out-there models with wings or ears. And for jewellery there will be big necklaces, cuff links, earrings and bow ties inspired by the rock stage and all made in Paris.

A line that the designers hope to sell in Asian multibrand stores, in China, Korea and Taiwan, as well as in Russia, where the brand works with the sales agent for Balmain.