Chevignon launches a capsule collection with Milan Vukmirovic
It isn’t necessarily a counter-intuitive alliance, but it certainly is not a self-evident one. And yet ... Milan Vukmirovic, former artistic director at Jil Sander and Trussardi, co- creator of the Colette concept store, also formerly of Gucci, will design a collection for the Vivarte-owned French eighties brand.
The collection will build on Chevignon's roots in American sportswear. The line will be called Heritage Chevignon by Milan Vukmirovic. It will be shown at the next Pitti Uomo in Florence in January, then at Bread & Butter. It consists of four silhouettes for men and four for women. The agreement covers two seasons: autumn-winter 2012/2013 and summer 2013. The collaboration with Milan Vukmirovic will also include work on a new advertising campaign and on the concept of the shop-in-shops whose image will be extended to the brand’s stores. Chevignon has been developing its positioning for several seasons already in going back to historic pieces such as the Togs parka. It was with this product that Chevignon began its attempt to conquer the United Kingdom this winter, where the brand is sold only in multi-brand department stores (Harrods, Selfridges, etc..), as it is in Italy. Overall, Chevignon has 50 subsidiaries in France, and some 130 eponymous units abroad, some in the form of subsidiaries and others in the form of franchises. For example, Chevignon has more than 50 brand points of sale in South America and in Latin America. Brand is now expanding in Mexico as well. In Russia, it has fifteen eponymous units with its partner Jamilco. In Hong Kong and Macao it counts a total of twenty points of sale. And in China, it has at present about forty shops in shop in various department stores.
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