Victoria Garcia: During a time where customers are shopping less than normal, how do you plan to promote the new Lanvin eyewear collection?
Thomas Burkhardt: This past year has been very different from what we are used to, but it demonstrated to us that even with ongoing restrictions, consumers are looking for newness and will leverage digital communication channels while doing so. The brand will be launched through virtual press events, digital advertising, strong social media focus and effective trade communication efforts to name a few. We are confident that the Lanvin collection will be well received.
What are some of the design details from the Lanvin brand that can be seen throughout the eyewear collection?
The eyewear collection has been designed with great attention to detail—featuring premium luxe materials, customized seasonal colorations, decorative embellishments and intricate detailing, all with inspiration drawn from Lanvin and its rich history. Throughout the collection, you will see recognizable logos and symbols that speak to the brand. For example, the Mother & Child signature plaque became an important pillar of the collection, the Arpege element is inspired by the design of the cap of the first Lanvin fragrance, and the delicate twisted Rateau concept that references the brand’s art-deco furniture designs are some of the concepts featured on the eyewear.
How do the new Lanvin eyewear styles stand apart from other brands in the luxury segment?
The house of Lanvin has a unique history and heritage, and that together with Bruno Sialelli’s fresh vision for the brand, creates a unique design language that is very distinctive compared to what is in the market right now. Lanvin eyewear’s unique approach to modern refinement, with unexpected details and unique silhouettes will appeal to customers who are polished and sophisticated, and who appreciate exquisite detailing and expert craftsmanship.