Casablanca-born Jewish Moroccan fashion designer Alber Elbaz has announced that he will be launching his own fashion label AZ Fashion. So far, little has been revealed about the details however on his Instagram page he shares “I want to develop solutions for women of our times.” The Moroccan fashion genius also expressed his excitement to collaborate with Richemont on the project. The Swiss-based luxury goods holding company owns brands like Azzedine Alaïa, Cartier, and Chloé. “I am very happy to partner with Richemont and to establish my ‘dream factory…..to collaborate with good, talented, and smart individuals. I look forward to having fun with this new adventure.”
The fashion news is the first major project Elbaz has announced since his departure at Lanvin on October 28, 2015. Shortly before exiting his 14-year iconic role as the Creative Director of the French multinational high fashion house, Elbaz received the Superstar Award. In his acceptance speech at the 32nd Fashion Group’s Night of the Stars, he addressed the high demands of being a fashion creative director.
“We designers started as couturiers with dreams, with intuitions and with feelings. We started with, “What do women want? What do women need? What can I do for women to make their lives better and easier? How can I make a woman more beautiful?” That is what we used to do,” he said. “Then we became creative directors, so we have to create, but mostly direct. And now we have to become image-makers, making sure it looks good in the pictures. The screen has to scream baby — that’s the rule. And loudness is the new thing. Loudness is the new cool, and not only in fashion. I prefer the whispering. I think it goes deeper and lasts longer.”
His words resonated with Richemont Chairman Johann Rupert. In announcing their new partnership, he spoke “When I heard Alber Elbaz describe his vision for fashion and the projects it inspires in him, I was again struck by his creativity and insight. His talent and inventiveness, with his sensitivity towards women and their wellbeing, will be of great value to our Group and its Maisons.”