After six decades in the business, Etienne Aigner is revamping its image. The label’s new look coincides with its recent decision to bring its handbag and jewelry designs and manufacturing back in house for its fall 2012 collections and beyond.
Etienne Aigner’s signature horseshoe and A initial print will stay, but it’ll be used in more youthful purses. PVC and fabric are out in favor of plush leathers and haircalf.
The label also hopes to reposition itself as a more upmarket accessories label than it’s been in the past. That will see the prices of Etienne Aigner handbags and jewelry doubling. It’s a gamble which might alienate existing fans, but it should see Etienne Aigner accessories stocked in more upscale stores where they will reach a whole new audience.
President Jim Piotti will oversee the new strategy, which he says requires creating “a little distance between where the brand was” and where it’s heading.
In time Etienne Aigner looks to become a complete lifestyle brand, with new items including belts, men’s accessories, and apparel all set to join the collection. It will also debut a new website in August to coincide with the opening of its first retail space in Soho, New York.
Are you looking forward to seeing changes at Etienne Aigner?
