Escapism is what French contemporary brands have in mind, but they are also eyeing concerns closer to home in terms of production.
‘s spring show at the mythical Club 55 in Saint Tropez must have certainly felt like they were floating away in the azure sea as models kicked up sand with every step. “I wanted to bring out a strong and happy woman, a party mood. And she’s moving forward, so that’s where the cowboy [touches in the collection] came from,” said creative director Cécilia Bönström, pointing out the hardworking denim pieces with details such as contrasting reinforcing panels.
Coming up in 2022 is the brand’s 25th anniversary, which will be marked by reedition of signature items such as high-top sneakers or its foldover clutch, but also collaborations with artists hailing from the U.S., France, Korea and China, who will be invited to reinterpret all-time bestsellers of Zadig & Voltaire.
The idea of an escapade also included looking to less-known destinations, perhaps closer to home, like the Northern French port city of Le Havre. Its complex juxtaposition of concrete facades was the backdrop for‘s pragmatic staples — smartly unisex polo shirts and tailored shorts matched with leather slides — in warm-weather neutrals of white-and-blue stripes, beige and khaki.
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