Aigle announced the arrival of Aurélien Arbet, Jérémie Égry, and José Lamali from the Études collective, to head up the brand's artistic direction. Meet the guys who are writing a new chapter in Aigle's story.
WHAT CONVINCED YOU TO COME AND WORK AT AIGLE?
"The link between AIGLE and the outdoors is what really interested us. All three of us are currently city-dwellers, but we are conscious that we are evolving within a world in which it is important that the city and nature can coexist. To be able to design collections and reflect on the image of a brand that places this harmony at the heart of all it does seem like a fabulous challenge."
"With Études, we created everything from start to finish, but the idea of taking control of the artistic direction of another brand always appealed to us. To join a brand that will soon be celebrating its 170th anniversary, and to propose a new vision, is definitely a challenge!"
WHAT IS IT ABOUT AIGLE'S PIONEERING APPROACH THAT INSPIRES YOU?
"AIGLE is a trans-generational brand that dresses everyone from children to the elderly - the notion of transmission lies at the heart of the brand. Working on these notions of expertise and a history that endures, and to apply this to contemporary fashion, this is what interests us."
"The fact that AIGLE positions itself as an environmentally conscious brand is very important for us. On account of its size, AIGLE can have a genuine impact on the environment."
"We are delighted to be part of a brand that has this sort of reach, this visibility - with such a large distribution network - and that makes genuine commitments. These commitments to look after the planet are in line with the pioneering positioning that AIGLE is adopting. To have continued being part of this process since 1853 is very impressive."
IN WHICH DIRECTION DO YOU WANT TO TAKE AIGLE?
"We are hoping to be able to redefine all of the style codes that make up the AIGLE silhouette, from the brand identity, to the products, volumes, and the smaller details. We want to create a brand that young people will want to wear; a brand that can accompany people wherever they are going - whether in the city or out in the countryside, and that will be attuned with the contemporary mindset."
"The bigger a brand, the more difficult it can be to put across certain values. We hope that we can show a certain sincerity in all the choices we make."
"And continue to make AIGLE a cool and engaged brand!"
FW21 Capsule Collection
The FW21 Capsule Collection, bearing the signature of our new artistic directors, Études, draws inspiration from the city in constant change.
Available in 6 stores and Online Stores in Hong Kong, the Iconicity capsule focuses on eco-friendly pieces with a strong creative potential.
‘À L’EXTÉRIEUR DEPUIS 1853’ (OUTSIDE SINCE 1853' in French) is the common thread that runs through our designs.
This is a phrase we have picked up on, in the form of a white on black print on our T-shirts and hoodies.
A claim that is asserted using virtuous materials. Thanks to extensive work to improve our value chain, 43% of the products from the FW21 collection are eco-friendly.
Both masculine and feminine silhouettes feature deep, neutral colors, that contrast with the brightness of a brand new, very cinematographic print.