The world of fashion is in for some big changes with luxury behemoth Richemont joining hands with inventive and sought after designer Alber Elbaz. The designer formerly worked for Lanvin which was rather badly hit with his exit. Richemont has struck a deal with Elbaz they are calling a dream factory catering to the women of our times. This stellar venture, called “AZfashion” (AlberelbaZfashion) — described in a statement as “an innovative and dynamic start-up, meant to turn dreams into reality, will see a fully-fledged brand and clothing collection come to life. Elbaz added, he is delighted to be partnering with Richemont — the Paris-based parent company of many of the most prestigious names in luxury, including Cartier, Van Cleef & Arpels, A. Lange & Söhne, Baume & Mercier, IWC, Jaeger-LeCoultre.
With several luxury brands on the hunt to hire star designers to catapult their sales or rely on celebrities to work their magic in pulling the crowd to the billing counters, lets see how this
collaboration flourishes or tanks.