Star Designer Alber Elbaz Debuts His New Democratic Label AZ Factory. The brand represents Richemont’s first foray into launching a fashion label from scratch.
With an innovative meeting of smart design and educational entertainment, AZ Factory opened its doors for business during Haute Couture week. A joint venture startup between Alber Elbaz and Richemont, AZ Factory is smart fashion that cares. These exclusive pieces are designed to offer beautiful, practical and solutions-driven fashion that works for every woman.
“We are on a journey to design beautiful, purposeful, solutions-driven fashion that works for everyone. We are life, not just lifestyle. A place to experiment and try new things, our way.” – Alber Elbaz, AZ Factory Head of Creation.
In a modern spin on the traditional fashion show, AZ Factory unveiled its origins, mission, and first product stories with the Show Fashion. The educational and entertaining digital event was presented during the official Paris Haute Couture 2021 lineup.
AZ chief executive Laurent Malecaze, who leads a team of 30 in Paris’ 14th arrondissement, told Vogue Business the film, launched at Couture Week, is a new format for fashion. “It’s a film that mixes entertainment, smart humour, education, with videos in our factories, dancing, comedy playlets… Alber gets a great part since he explains the rationale behind his comeback and presents the first three stories.”
“While the industry has been speculating about the possible divestment of the fashion division, or an acquisition of a fashion or accessories brand, AZ Factory is further evidence that chairman Johann Rupert is committed to fashion and to digital,” commented Vogue Business. “With this launch, he’s also testing the power of the coupling of Farfetch and Net-a-Porter, two former rivals that have now teamed up following November’s Richemont-Alibaba-Farfetch mega-deal in China.”
The eagerly awaited fashion concept from legendary designer Alber Elbaz is here.
AZ Factory marks Elbaz’s full return to fashion since exiting Lanvin more than five years ago and is one of the most anticipated ready-to-wear debuts in 2021, commented fashionunited.com. The French designer has kept details of his new venture under wraps, sharing only snippets of what to expect from his brand on social media.
“He posted a business plan, drawn as a tree, on Instagram earlier this month sharing that AZ Factory had plans to showcase tailored jackets, jeans, raincoats, sunglasses, sneakers, jewellery, 3D bags, cosmetics, swimwear and black dresses,” added fashionunited.com.
With AZ Factory’s first product story, MyBody, Alber re-imagined the little black dress for today. The MyBody dresses, tops, and leggings are made with AnatoKnit, a specially engineered knitwear that gently shapes the silhouette while providing support and comfort.
The inspiration for the second product story, Switchwear, came from the desire to give the gift of time. Switchwear promises a quick look transformation, going from leisurewear to fabulous in under one minute with bodysuits, hoodies, pyjamas and glam duchesse add-ons made from recycled yarn.
The third product story, SuperTech-SuperChic, takes hi-tech to high-fashion. Eco-dyed nylon microfiber fabrics traditionally used in activewear are now transformed into seasonless fashion pieces inspired by couture.
AZ Factory continued with Pointy Sneaks, combining the comfort of a sneaker with the elongating visual effect of a pointy-toe pump; modular and playful jewelry; as well as special edition Valentine’s and Chinese New Year separates.
We are really excited to create a digital luxury house that is based on design, innovation, and fun storytelling. It is only fitting that we have also chosen to go to market on two leading platforms of the digital luxury world, FARFETCH and NET-A-PORTER. – Laurent Malecaze, CEO.
AZ Factory also announced two special experiences immediately following its launch: a live streaming event The Talk Show with Alber Elbaz & Friends with NET-A-PORTER, as well as an immersive virtual experience, the AZ Factory World Tour, now open on FARFETCH.
As a special gift to the Alber & Amigos community, the MyBody product story is amplified by a digital experience using Near Field Communication (NFC) technology, unlocking an insider’s look at the stories behind the creations, as well as interactive ways to engage with the products and the AZ Factory team.
MyBody is available today on azfactory.com, FARFETCH, and NET-A-PORTER, starting at 210€. Switchwear and SuperTech SuperChic will be commercially available later this spring.