The Carven Man arrives
Created by Guillaume Henry, the artistic director of the Carven women’s collections, the collection entitled "0" marks the renewal of Carven’s ready-to-wear for men. The feel is that of the boy-next-door’s closet, easy to live in and to wear during the day, but still in keeping with the “couture” spirit.
Carven Man, Spring-Summer collection 2012
“I wanted a collection for a guy who isn’t a fantasy, a collection whose feel is quick, intimate and familiar,” explains Guillaume Henry, who is now in charge of six collections at Carven ever since the arrival of the women’s pre-collections. From the wearable everyday clothing that blurs the lines between familiar pieces like a crumpled linen shirt and a cotton poplin shirt cut narrow at the shoulders, or a suit that works equally well with a hemmed pair of pants as it does with a pair of bermuda shorts. The idea is to lend a certain awkwardness to this young man, who is neither shy nor overly outgowing.
In total, 200 pieces make up this first men’s Spring-Summer 2012 collection, of which 35% is of the suit type. A small collection of shoes completes the look. From the point-of-sale aspect, the idea is to eventually match the distribution of menswear to that of the collections for women. In other words, to position Carven Man as a creative brand at prices that are below-market for designer brands. Specifically, pants go for about 190 euros, jackets around 300 euros, coats about 500 euros and shirts and knitwear between 140 and 180 euros.
Currently, without reaching the 400 points-of-sale worldwide enjoyed by the women’s lines, the men's collection has been well-received by the hundreds of buyers who have been invited to discover the nearly 80 men's stores. In addition to the department stores on Boulevard Haussmann, for men by Carven Man will be arriving in the 6 U.S. Barneys stores, at Selfridges, Liberty and Dover Street Market in London, Colette, Kabuki and L’Eclaireur in Paris, the 10 Corso Como stores in Milan, and so on....
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