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January 27, 2021

AZ Factory: Alber Elbaz Launches His New Label

Posted by Catherine Kallon
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‘Not a revolution, not an evolution. A reset. This is not an Alber Elbaz come back, this is the birth of AZ Factory.’

After a six-year hiatus, beloved designer Alber Elbaz has made his return to fashion with the launch of his own label, AZ Factory.

The former creative director of Lanvin – where he delivered the most beautiful and playful collections much loved by celebrities –  comeback is well overdue and his latest efforts do not disappoint.

Debuting his new brand during Paris Haute Couture Fashion Week as an invited guest member of the Fédération de la Haute Couture et de la Mode Elbaz’s collection boasts everything one would expect (and hope for) from the designer’s signature sense of whimsy.

Conceptualised during quarantine, Elbaz revealed that his return to fashion is not without an intention to do things differently.

It’s clear that the new label has strong values from the outset. On Instagram the caption read, “We believe in smart fashion that cares. We design beautiful, purposeful, solutions-driven fashion that works for everyone.”

This first collection, described as a ‘product story’, is called ‘MyBody’, predominantly featuring snug yet refined knitwear, with images showcasing the same products on multiple different bodies, shapes, ages and races spanning sizes that range from XXS to 4XL making it a truly inclusive brand.

The pieces range from body con dresses, with flouncy flourishes like puff sleeves and playfully placed zips and colour-blocked placements.

On February 25th, the label will drop ‘MyBody 2.0’, a sportier line to be comprised of hoodies, bodysuits and other loungewear pieces – which I am very excited about.

I’m not crazy about the brand’s sneakers with the pointy toe, but I do love the nod to the designers legacy of playful footwear.

The label also boasts a small selection of jewelry, including heart-shaped earrings, necklaces, crystal barrettes, scarves and poppy chokers which are very charming.

AZ Factory’s first collection ‘MyBody’ is available now on NET-A-PORTER, Farfetch and its own website.

What are your thoughts?

Admittedly I was expecting Haute Couture style gowns, but I really love how chic and simple the majority of the collection is.

It’s clear that each drop will have a different mood or theme, which will keep things interesting; appealing to Gen Z, Millennials, and Generation X.

If Rihanna didn’t have her own brand, she would’ve been a great brand ambassador for this label.

Credit: AZ Factory

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