FOLLOWING the appointment of Jean d’Arthuys as its new CEO, French lingerie brand MaisonLejaby has adopted a new logo, with the name expressed as a single word, and promotional slogan, modified its segmentation and updated its fashion image. The new Creative Director of the brand, Nathalie Renaud, said that S/S 2016 would be a transitional season and that the full impact of the new approach would be seen with the A/W 2016/17 collection. At that time, the product range would break down into four segments Les Iconiques, consisting of the traditional lines, L’Air du temps, that will reflect the creative skills of the brand, Esprit Couture, providing more luxury and Elixir that continues to fit larger breasts. For S/S 2017, each line will feature a range of beachwear comprising both swimwear and cover-ups.
The proposed new segmentation does not appear radically different from the current one but perhaps the styling approach will highlight the differences more effectively than do the titles.
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