Thoughts on the Sézane Rebrand

The Phoebe-Philofication of Fashion Continues....

Behold: The new Sézane

On August 23, Sézane, the beloved French brand from founder Morgane Sézalory, launched their latest collection. Sézalory announced that this much-anticipated release would be reflective of a new era for the brand — and one more reflective of the evolution of her own personal style.

Both Elle and Vogue chose to focus their coverage of the rebrand on the founder’s statements and future vision. Marie Claire called it “the most French rebrand of all time.” Where legacy media failed to raise questions, sites like Reddit (and Sézane’s comment sections) were filled with customer concerns surrounding the rebrand. Questions arose around the retiring of old, beloved styles and the ultimate question.... why a rebrand?

As someone who has waited in the lengthy lines for the outlet store, Les Archives Sézane, to open in Paris, I suspected there would be tension surrounding this new era. I immediately wondered if it would encapsulate the style we’re magnetized towards. Would the garments leap up in price, and would the fits change? While more capsules are set for release over the coming weeks, on Sunday, we began discovering these answers.

As I suspected, jumpers and jackets lept up in price. So far, accessory prices have remained the same. Silhouettes changed, and some are exaggerated. Some pieces have a distinction to them similar to the brand’s Brooklyn tote which can be found throughout the city. Wearing some of these pieces will serve to market the brand wiithout a logo in sight.

But the first thing I recognized was the familiarity of the looks. They appear to be a timely investment for the future trajectory of the brand. Current customers and brand fan-girls — including those who flock to the Parisian outlet — step aside. Sézalory is the latest victim of the Phoebe Philofication of fashion. And while some of the pieces look good, it’s a new era. It’s not bad, but it’s pricier — and it’s not the era we loved.

We’ll see what rolls out over the coming weeks. But I’m anticipating less color, little-to-no print, more minimalism, less goldilocks just-right fits, and much higher pricing for the same quality of fabrics that have been used before.