Playing up the history of contemporary brands with a past is all the rage. It started with the Zaha Hadid-designed Chanel Mobile Art tour, which boasted a hugely oversized quilted 2.55 bag among its many works of art. The look to the past continued with Louis Vuitton’s Core Values ad campaign, which featured, among others, Annie Leibovitz, Keith Richards, and Francis Ford Coppola with daughter Sofia.
The series of LV ads were meant to evoke the heritage of the brand’s classic monogram leather goods. Richards was chosen because seeing his image conjures up memories for the "20-year-old who’s into rock ‘n’ rol,l and the 65-year-olds who went to a Rolling Stones concert when they were 20," according to Antoine Arnault, head of communication at Louis Vuitton. Don’t forget the slew of heritage-inspired fragrances, including Ferragamo’s latest, Incanto Bloom. Now Sonia Rykiel, Gucci, and Chanel (once again) are getting into the fashion history mix.
Just a few days ago, Gucci’s artisan tour came stateside when the brand had some of their master leather workers stop in major cities, including San Francisco and New York. They’ve been touring the world for the past three months to show off their skills through a free demonstration and customized Gucci bag options. As for Chanel, from May 8th to May 16th, Chanel’s 57th Street flagship store in New York City will be hosting an exhibit highlighting the history of their signature quilted bag. The exhibition is being called "The Secrets of the Chanel Handbag", and covers everything from the construction to its evolution over the years. The most exciting part is that, in addition to a slew of Karl Lagerfeld-designed bags, there will be bags from the house’s archives that will be specially brought in.
Not to be outdone, Parisian designer Sonia Rykiel has dug up some of her drawing – 200 sketches and notebooks – which will be on display and for sale in the Galerie Catherine Houard in Paris’ Saint-Germain-des-Présm, from June 4th through July 24th.