Courrèges stops plastic, says goodbye to historic vinyl
At the heart of Courrèges, vinyl has for many years made up jackets, trenches and mini-skirts symbolic to the brand. But a new chapter is on the horizon for the label. Launched in 1961 by André and Coqueline Courrèges, this summer the brand was bought by Artemis Holding, backed by Kering group, who just announced that it is about to give up plastic and no longer use it in production.
A symbol of the heritage of the house is on its way out, at a time when its new artistic director, Yolanda Zobel, presents the first collection of the brand’s future on the evening of September 26.
As part of the news, the house inaugurated a 40-square-metre pop-up store in Paris, still on September 26, next to the shop at 40, rue François-Ier, in the 8th arrondissement, where it will sell its last vinyl-based creations.
There is nearly 6,000 metres of vinyl material that the brand still has in its inventory. Therefore, to signify that it is "The End of Plastic", which also the name of the operation, now every product made from vinyl will carry a number to symbolise the countdown and the gradual depletion of its fabric stocks.
At the pop-up shop, designed by artist Christophe Hamaide-Pierson, the label will also offer a capsule collection made up of eco-nylon and organic cotton pieces, namely printed t-shirts, undergarments, and accessories.
With the change, the brand intends to address a "younger, international audience" and better stick to the prospects of a "post-plastic environment".
It said in a press release: "Courrèges is now determined to use its resources and influence to transform ideas and solutions into positive energy".
Restating its new motto: "The future is behind you".
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