Fashion loves a good comeback, and Alber Elbaz is as good as it gets. On January 26, the lauded designer and former creative director of Lanvin debuted his new ready-to-wear label, AZ Factory, as an invited guest member of the Fédération de la Haute Couture et de la Mode, the governing body of the French fashion industry. What’s more? His first collection is already available for purchase on Net-a-Porter and Farfetch.
Conceived during his time in quarantine and backed by luxury conglomerate Richemont, AZ Factory premiered digitally and was immediately followed up by The AZ Factory World Tour on e-commerce giant Farfetch, an immersive experience that allows fans to virtually tour and explore the brand’s offerings in 3D. “The values of the brand—love, trust, respect, and treating customers as friends—along with the desire to experiment and try new things, resonated strongly with our own values,” added Holli Rogers, chief brand officer of Farfetch. “This shared approach was really behind the inspiration for the AZ Factory #worldtour. In a world where we can’t physically be together right now, the next best thing was to use our creativity and technology to bring our customers on tour and let them jump on board, take a tour of the incredible collection, and help spread a feeling of joy and togetherness.”
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“I’ve dreamt for years about a fashion reset to care, and that dream is even more relevant today at a time when people cannot be together,” Elbaz said in a statement. “The world is changing fast, and we are all adapting to new behaviors and emotions.”
Following The AZ Factory World Tour is The Talk Show with Alber Elbaz & Friends that aims to educate and better communicate the designer’s message to consumers. The live broadcast will be presented on Net-a-Porter today, January 27. “Alber’s vision for AZ Factory is truly original,” said Sheena Sauvaire, chief marketing officer of Net-a-Porter. “He has created a wholly new approach to launching a brand at a time when our industry is evolving and consumers are looking for escapism.”
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Since leaving his position at Lanvin in 2015, Elbaz has kept busy, bringing his signature jewel tones and playful prints to capsule collections with Tod’s and LeSportsac. AZ Factory, however, is completely the designer’s vision.
The collection consists of four products stories: MyBody, Elbaz’s reimagining of the LBD that is made with specially engineered knitwear; Switchwear, a range of hoodies, bodysuits, and other leisurewear styles; SuperTech-SuperChic, a selection of activewear that is made with echo-dyed nylon microfibers; and Pointy Sneaks, footwear that is a cross between a pointed-toe pump and sneakers.
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“This dreams factory is focused on developing real solutions for today’s women,” Elbaz expressed. “It is a product-focused and a communications-focused project, and I couldn’t be more thrilled to bring it to the world in a fabulous, entertainment-driven way with two of the leaders of the digital luxury world, Farfetch and Net-a-Porter.”
This article originally appeared on Harper’s BAZAAR US.