Raf Simons survived 27 years in the industry of competition and fast change. It is quite a milestone living in the dreams of other brands.
The brand swayed through the 2007–08 financial meltdown, Brexit, and the COVID pandemic. However, in November, he revealed the SS23 would be the final line.
“Everything changes, both in our ideas and in the material world. Some changes happen gradually. But often the most important changes are not gradual but discontinuous or jerky,” Simons said.
Coincidentally (perhaps intentionally), Simons perfectly aligned the closure to timing. Furthermore, he serves as co-creative director of Prada.
The fashion designer closed his own brand at the perfect time to preserve its considerable contribution to the fashion world. Meanwhile, it also allows him to amplify his name and talent at a much larger house.
So, the timing couldn’t be any more right.
In November, Interbrands — a brand consultancy — gave a good rate for Prada, calling it one of the quickest growing and “best global brands 22.” Moreover, the brand is valued at $6.548 billion.
Simons Decide
Simons’ decision mirrors the industry’s reality. Several designers begin as owners of their own labels to amplify their portfolios. However, as their careers grow and they become exposed to enormous houses, they can’t keep up with the pressure of handling two labels.
“What Simons was once known for — bomber jackets, pop culture inspired themes, patchwork, loose fits — other designers are now grabbing into. His brand has just not remained relevant enough,” Catherine Hudson said.
Notably, Hudson is an associate lecturer in fashion design at the University of East London.
Meanwhile, journalist Nicole Johnson released her take on the decision.
“The most influential fashion brands and designers stand the test of time, having occupied distinctive places in fashion history. These icons enjoyed the unique experience of influencing generations,” Johnson said.
Since the 1990s, Raf Simons has proved he has the best skills. The designer can restructure the link between pop culture, art, and clothing. Furthermore, that ability set the standards in menswear for casual, luxury, deconstructed, fashionable clothes.……Read more
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Source: Voyage New York
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