Last year, the Ann Demeulemeester house experienced two major upheavals: the exit of its creative director Sébastien Meunier and the acquisition of the brand by the Italian retailer Claudio Antonioli, businessman and co-founder of New Guards Group, the company behind Off-White, Palm Angels and other top streetwear brands.
After skipping the Spring/Summer 2021 season, the label was back on the Parisian calendar with a collection designed in-house by its studio.
The collection, soberly called “New Beginnings”, went back to the label’s roots with its androgynous line, its mix and match romantic and Rock’n’Roll vibes in black and white, giving pride of place to tailoring. A sensation that we detected from the first images of the collection’s short movie shot in black and white by Willy Vanderperre, the favorite photographer of Raf Simons.
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“My mission is to preserve the DNA – and make sure that Ann is happy in the future”, said Italian retailer Claudio Antonioli, the new owner of the brand.
Through the 35 silhouettes for men and women, the label’s studio team paid a vibrant tribute to the founder, renewing the signatures she appreciated so much. Loose pants, deconstructed couture suits, worn elegantly with the white shirt or a simple undershirt, complemented as needed by the classic men’s waistcoat and black felt hat so often featured – and sported by Ann Demeulemeester. All logo-less of course!