Rabih Kayrouz, the renowned Lebanese couturier and founder of Maison Rabih Kayrouz, is marking a significant milestone in his career by celebrating twenty-five years in business. To commemorate this achievement, he has opened a temporary boutique in Paris, located at 16 rue Saint-Roch in the 1st arrondissement. The boutique will be open to the public from March 4 to May 30.
In an exclusive interview with ULTIMZ Journal, Kayrouz discusses various aspects of his career, brand, and his unique approach to retail. Despite the challenging circumstances faced by the fashion industry in 2020, Maison Rabih Kayrouz has managed to maintain its strength and vitality. The London boutique, in particular, experienced a remarkable 30% increase in sales last year, highlighting the brand’s resilience and popularity.
Kayrouz reveals that his strategy has been reinforced by focusing more on direct sales. In 2016, he opened up the company’s capital to the Azur Fund investment fund, followed by Lebanese financier Fawzi Kyriakos-Saad in 2017. This move has allowed him to strengthen his position and streamline his distribution model. As part of this shift, Kayrouz no longer believes in the traditional multi-brand approach and has reduced the number of retailers from 55 to just fifteen. He values maintaining close relationships with these select partners, viewing them as extensions of his own shops.
The designer emphasizes his commitment to a human-scale retail strategy. Maison Rabih Kayrouz’s own shops in London, Beirut, and now Paris, aim to create a distinct environment that conveys the essence of the brand. The temporary boutique in Paris holds the potential to become a permanent location in the future. Kayrouz highlights the United States and France as the brand’s main markets, with London and Beirut also playing significant roles in its success.
Maison Rabih Kayrouz’s offerings are structured around ready-to-wear clothing, bridal wear, couture orders, and special orders. The brand occasionally introduces jewelry-sculptures as well. Kayrouz focuses on designing for liberated women who prioritize quality and craftsmanship over age restrictions.
The majority of production takes place in France, with 80% of the ready-to-wear line manufactured in Paris and its neighboring suburbs. The remaining 20% is sourced from countries such as Italy, Bulgaria, Spain, and Portugal. European fabrics, including Italian and English materials, are used, and technical fabrics are procured from a specialist in Japan.
Expressing his disillusionment with the fashion industry, Kayrouz admits that he appreciates clothes, but doesn’t particularly enjoy fashion itself. His philosophy centers around doing what one loves and excelling in it, emphasizing the importance of maintaining quality in fabrics and workmanship. He believes that enduring garments hold great value and make quality accessible. In addition, he places importance on respecting social, political, environmental, and planetary aspects, which he considers to be the epitome of modernity.
Observing a shift in consumer behavior, Kayrouz notes a growing inclination towards buying less, but buying better. Many young people are choosing to invest in luxury and prioritize quality over quantity. Maison Rabih Kayrouz offers garments at prices that are not exorbitant, with day dresses starting at €1,000, coats and jackets around €2,000, and evening dresses beginning from €3,500.
Lastly, Kayrouz explains his decision to no longer participate in Couture Week. He believes that his brand has established itself sufficiently, preferring to communicate through alternative means. He views fashion shows as grand spectacles that don’t align with his own distinctive approach.
In summary, Rabih Kayrouz’s human-scale approach to retail involves a strong emphasis on direct sales, reducing the number of multi-brand retailers, and prioritizing the brand’s own shops. Maison Rabih Kayrouz caters to liberated women who value quality and craftsmanship. The brand offers a range of clothing, including ready-to-wear, bridal wear, and couture orders. With production largely occurring in France, the brand prioritizes social, political, environmental, and planetary respect. As consumers shift towards buying less and better, Maison Rabih Kayrouz provides luxury at accessible prices. Kayrouz’s decision to step away from Couture Week reflects the established nature of his brand and his preference for alternative means of communication.
Useful Links:
1. Maison Rabih Kayrouz Official Website
2. Vogue Fashion News
