Creating a 21st Century Courreges

Getting Futuristic With Courrèges | Once a Rebel Always a Rebel AOC Fashion

Adrien Da Maia, CEO of Courrèges since March 2020, wants the world to know that the fashion house forever associated with the Space Age is making a 21st century comeback. Yes, the challenge is major, but the French label has some very timely political and lifestyle forces behind it.

Courrèges also has access to money, owned now by Artemis, the Pinault family’s equity investment arm. For non-design folks reading this post, François Pinault founded Kering and Kering owns Gucci, Alexander McQueen and Saint Laurent.

Belgian designer Nicolas di Felice, a longtime collaborator of Nicolas Ghesquière at Balenciaga and Louis Vuitton joined Courrèges in September 2020, presenting his first collection in March, 2021. The two men sat down with WWD, explaining that they are starting from scratch but well aware of the history of the house and resale value of vintage Courrèges.

“Nicolas and I are approaching this almost like entrepreneurs. We’re writing a new story for this house,” Da Maia said. “It needs an artistic director who understands its heritage, but who is resolutely modern.”

The Power of One Word

Di Felice gave a major clue of his vision of the Courrèges future, with a film in December showing couples making out, and a New Year’s advertising campaign with the word ‘Courage’ on a white background.

Please note that AOC added the same vintage Courrèges image above — one used throughout this post — in honor of June Pride month, America’s Stonewall riots on June 28 and the 2 people murdered and 10 injured at the weekend Pride festival in Norway on June 25.

COURAGE

“Since its creation 60 years ago, optimism has been at the very heart of Courrèges,” says the House. “In 2021, they stand for hope and togetherness. They wish you love and courage for this new year. They painted courage on blank spaces, and printed courage on blank pages for new beginnings, hopes and dreams.”

Anne of Carversville does not throw superlatives around. That word COURAGE is utterly, totally brilliant, brilliant, brilliant beyond words . . . and so very needed in these times. It is deeply rooted in the history of Courrèges. and not only a word play.