Rabanne, formerly known as Paco Rabanne, has undergone a significant rebranding effort as it unveils its new Winter Holiday Collection. This move aligns with a recent trend among luxury brands like Dior, Saint Laurent, Balenciaga, and Mugler, who have also abandoned their founders’ first names.
As part of the Puig Group, a renowned Spanish perfume and luxury conglomerate, Rabanne joins the likes of Jean-Paul Gaultier, Nina Ricci, Carolina Herrera, and Dries Van Noten. The Puig Group has faced criticism in the past for prioritizing fragrance businesses over fashion houses. However, under the leadership of CEO Nadia Dhouib, Rabanne is undergoing a transformation.
Designer Julien Dossena has played a pivotal role in reshaping Rabanne with his innovative designs, which have garnered praise and caught the attention of red-carpet stars. However, the brand’s positioning and limited price range have hindered its reach. This is where Nadia Dhouib, known for her impeccable style, comes in to expand the brand’s horizons.
Alongside the Winter Holiday Collection, Rabanne has also unveiled its pre-collection for 2024 and a new line of accessories. These collections showcase Dossena’s vision and incorporate the new Rabanne logo, found on items such as T-shirts, bags, and even macaroons served with coffee. The Winter Holiday Collection will be available from October to June, while the pre-collection arrives in stores in November.
Nadia Dhouib describes the Winter Holiday Collection as a range of festive dresses that women will instantly desire and wear. Paying homage to the brand’s heritage, the collection blends perfectly with Julien’s innovative ideas. The pieces are versatile and cater to working women who need seamless transitions from the office to evening events.
The buzz at Rabanne’s showroom indicates the brand’s growing popularity. By introducing new materials like denim, cotton, and knitwear, as well as expanding product categories, Rabanne is reaching a wider audience. The goal is to create clothing that is recognizable as Rabanne, easy to wear, and appealing to a broader customer base.
Currently stocked in approximately 300 stores, Rabanne plans to expand its retail network beyond France. The Puig Group has set ambitious goals for the brand, aiming for annual sales of over 1 billion euros by 2025. Additionally, Rabanne will collaborate with Swedish giant H&M in the near future.
The brand’s accessories collection showcases iconic references to its 1969 bag, a collaboration with New Rock for combat and hiking boots, as well as stylish wedges and boots. It also includes a leather bucket bag and high-quality raffia summer totes, all featuring the new Rabanne logo.
With its rebranding efforts already underway, Rabanne is demonstrating its commitment to evolution and relevancy in the fashion industry. With impressive collections and expansion plans, Rabanne is poised to establish itself as a prominent luxury brand.
Useful Links:
1. Puig Group’s Official Website
2. H&M Official Website
