Less than a year after its liquidation, the house of Saint-Germain-des-Prés made its comeback to its community.
“Delighted. Moved. Happy.” While announcing last week the completion of its acquisition by Eric and Michael Dayan, the Sonia Rykiel brand is back on social media with the #Followthestripes campaign.
After a ten-month radio silence, the label – known in particular for its work in the mesh – has been reactivating its communication for several days, especially on its Instagram account.
Posts highlighting the famous stripes, quotes from its illustrious founder, archival images and totem words (“Daring”, “Iconic”, “Attitude”…): the tone adopted is in line with the brand’s DNA, born in May 1968, to illustrate the intentions of the new owners, anxious to «perpetuate this magnificent house by combining heritage and modernity».
“We want to share positive messages and showcase the brand’s key, unifying and inspiring values,” they said in a press release.
Fans of the label should be rewarded for their patience in the near future while the «artistic direction of the house is currently at the heart of the reflections with different options that are already being studied».
By Journal du Luxe. // (C) Maison Sonia Rykiel