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15 Dec

Lanvin Joins Forces With Pronounce on Ribbon-themed Holiday Collection

SHANGHAI — After making headlines as the primary Chinese luxury group to go public on Wall Street, Lanvin Group‘s flagship brand Lanvin unveiled a capsule collection with Pronounce, a seven-year-old Chinese fashion label designed by Yushan Li and Jun Zhou.

Speaking exclusively with WWD, Li said the collaboration stemmed from an exploration of the brand’s classic ribbon design.

“We began working on the gathering during Shanghai lockdown,” said Li. “We checked out lots of the archival pieces designed by Jeanne Lanvin and Alber Elbaz and decided to interpret the ribbon in a way that we’re good at, with swiftly hand-drawn prints.”

The result’s a capsule collection that consists of wool sweaters and scarfs stuffed with hand-drawn hearts morphed from Pronounce’s signature infinite loop motif and resembling bunny ears, just in time for the 12 months of the rabbit in 2023.

“We wanted the drawing style to feel a bit artsy, a bit Parisian. It’s also a tiny homage to Alber Elbaz, a designer I love,” Li added.

A bit from the Lanvin x Pronounce capsule collection.

The gathering hit Lanvin stores worldwide on Thursday. The campaign for the capsule collection will feature talent reality-show stars Caelan Moriarty, Chinese hip-hop star Lil Ghost and popular Chinese rock band Mandarin’s drummer An Yu.

Li said the capsule collection was also a chance to share Pronounce’s production with Lanvin’s China product team.

“They were very interested by our knitwear treatments and exploring the technical side of things. It’s a way we developed over time, which incorporates intensive post-processing that offers the garment a layered texture and a way featured in our hero product,” said Li.

The Pronounce capsule follows a slew of collaborations geared toward adding street cred to the storied French luxury house. This 12 months Lanvin has dropped capsule collections with Fila, the DC comic “Batman,” streetwear brands Gallery Dept. and Atlanta-based fashion boutique A Ma Maniére.

After Fosun Group, the Chinese conglomerate that also owns the French resort group Club Med, acquired Lanvin in 2018, the brand began to operate under a “dual engine strategy,” assembling a China-based design and product team that ran in parallel to its headquarters in Paris.

In 2021, Lanvin hired Chinese designer Calvin Luo to work as its design consultant for China-related projects, but in accordance with Luo, the partnership ended early this 12 months.

Based on Lanvin Group’s 2022 interim results, global sales for Lanvin grew 117 percent to 64 million euros in comparison with the identical time last 12 months. Revenues within the European and North American markets recorded 201 percent and 235 percent growth, respectively, outperforming the Asian market.

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