Even those who are only peripherally aware of the happenings within the fashion world will have heard of the abrupt exit of Alber Elbaz from Lanvin. Celebrated for his theatrical aesthetics, the celebrated designer and Lanvin’s former creative director was a big part of the brand’s identity for 14 years.

Since Elbaz’s removal in 2015, Lanvin has been struggling to reestablish its roots, cycling through a number of creative director appointments over the last four years. Elbaz, on the other hand, went largely silent, focusing on small collaborations such as the one with Tod’s earlier this year.

Little has been known about his future plans, including whether or not he’d be interested to take on another creative director role. After four years of waiting, the Israeli fashion designer has finally taken to Instagram to announce his next big move: He has signed a joint venture with Swiss luxury conglomerate, Richemont Group — owner of Chloé, Yoox Net-a-Porter group, Cartier and Van Cleef & Arpels — to create his very own label, AZfashion, which is short for “AlberelbaZfashion”.


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So #Happy to find a #NewHome at #Richemont 🏠🏡😎🤵🏼 #AZfashion will be an innovative+dynamic #StartUp… #DreamFactory…A place #ToDream #ToThink and to #BringJoy to Everyone 👫👬👭🤹‍♂️🤹‍♀️ Thank you all for your #LoveAndSupport ❤❤❤

A post shared by Alber Elbaz (@alberelbaz8) on

Though the venture is primarily owned by Richemont, Elbaz claims near-complete creative control of the upcoming womenswear label. According to the press statement, AZfashion will be “an innovative and dynamic start-up, meant to turn dreams into reality”. As cryptic as it may be, Elbaz clarified that the brand will focus on “starting small”, and will be refuting the model of releasing seasonal collections, in an exclusive with The New York Times.

We wait with bated breath to see what fruit this venture with Richemont will bear, but if we know anything about Elbaz, we know it’ll be exciting — this is the man who helmed Lanvin for 14 years, after all.

This article first appeared on Lifestyle Asia Singapore.

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