Schiaparelli and Vionnet have both made successful comebacks to the fashion world — now Paul Poiret is set to follow their example.
Former Paris-based fashion house, Paul Poiret, was auctioned off online to Shinsegae International on Monday. The South Korean luxury brands company has hopes of reinventing Paul Poiret as a couture leader after its 80 years in the dark. Pierre Mallevays, managing director of Savigny Partners, said, “They’re not buying it to make it a Korean brand. They’re buying it to develop it based out of Paris and distribute it on the international market. They’re very sophisticated, and they really understand brands.”
Shinsegae International has previously partnered with brands such as Givenchy, Brunello Cucinelli and Burberry. They have stated their plan to first revive Paul Pioret’s beauty and fragrance arms, before moving into fashion and accessories. “We are thrilled to resurrect Paul Poiret’s label and to bring forward his vision of the modern woman,” said the CEO of Shinsegae International, Harold Choi. “He dominated world fashion in the 1920s, bridged fashion with the art world and invented much of what is still taking place in fashion today. We look forward to working to create today’s version of the brand across several product categories.” This revival could very well mark South Korea’s first steps into the international market.
Although the brand has been defunct since 1930, Paul Pioret was once a master of fashion. Paul Poiret was the first French house to launch an official scent, and became more than just a couturier — Paul Poiret established itself as a complete lifestyle brand. The house’s designs were given tribute at the 2007 MET Gala, where we were reminded of the designer’s contribution to fashion. Who could forget his creation of the harem pants, hobble skirt and ‘lampshade’ tunic? Paul Poiret helped free women from corsets and reshaped the conventional silhouette, as seen in his silk ‘Roman Jacket’.
Will the revival be as successful as Schiaparelli’s return to haute couture? We can only sit and watch the resurrection unfold as Paul Poiret rebrands itself as a modern fashion label.
Paul Poiret is featured in Masters of Fashion: Volume 37 – available online at Amazon.com.