In addition to a shorter name, the House, owned by the Puig Group, has a new logo, a new visual identity and its first make-up line. Enough to appeal to new generations!
In some fashion and luxury brands, the wider the scope of activity, the shorter the name…
Already applied in the past in certain Maisons such as Yves Saint Laurent (now Saint Laurent), this strange law now applies to Paco Rabanne.
On the “eve of its 60th anniversary” (in 2026, after all), explains the fashion and fragrance house in a press release, it intends to create a buzz by offering itself a new shortened name – “Rabanne” – a new logo, a new visual identity and its first make-up collection…
A new chapter
Founded in 1966, with its first dresses deemed “importable” and made in novel materials (Rhodoïd, sequins…), Paco Rabanne was integrated in two stages (1968 in part and 1987 in its entirety) into the Spanish perfume group Puig.
In 1969, the House launched its first fragrance for women, Calandre. In 1973, it introduced its first successful men’s fragrance, “Paco Rabanne” pour Homme. Other men’s and women’s fragrances followed, such as Fame, Métal and Lady Million.
Today, as Paco Rabanne passed away last February, the House explains that it wants to begin “a new chapter“…
It is expanding its territory with its first make-up collection, Rabanne Makeup. This will be launched exclusively online on August 21 and in selected stores, including Selfridges in the UK on August 31, Sephora in EMEA on September 12 and Ulta in the USA on October 1.
A disruptive DNA
Rabanne Makeup will also make a prominent appearance at the Maison’s Spring/Summer 2024 show in September, led by Diane Kendal, appointed Global Beauty Creative Director for Rabanne Beauty.
According to the Maison known for its disruptive DNA, Rabanne Makeup will be “a revolutionary range of high-performance formulas, fusing unexpected shades with metallic finishes inspired by fashion fabrics“. Shades of gold, bright gold and white gold will be particularly highlighted.
Divided into four universes (EYEPHORIA for eyes, ROUGE RABANNE for lips, NUDES for complexion and ARTS FACTORY, “an original range inspired by art”), the products on offer will draw on the “codes, symbols and icons” of the catwalks, such as the emblematic 1969 bag and the XL link jewels, specific to the House’s universe.
The packaging – in shiny gold, metallic silver and mirrors – will itself be designed to catch the eye and increase the desirability of Rabanne Makeup. The Maison hopes this will “galvanize a new generation, enabling them to unleash their boundless creativity and express who they really are“!
Shortened name
It’s no doubt also to appeal to new generations that Paco Rabanne is giving its name a facelift, by dropping the first name.
This name change goes “hand in hand with a new, high-impact visual identity and logo“, which “pay tribute to Paco Rabanne’s avant-garde heritage” and “respect the brand’s pioneering heritage“, explains a press release.
The logo, meanwhile, has been redesigned with a “disruptive approach” featuring “small letters“, while a “bold new typography refers to the House’s archives, drawing inspiration from its first fragrance, Calandre, launched in 1969“. Its signature is also “more refined, with the smooth silhouette of the “R” monogram signalling a modern, confident minimalism“.
The Maison Rabanne thus intends to “enter a new era“. If we had listened to the prophecies of its creator Paco Rabanne, who was a visionary in his day, we wouldn’t be here to talk about it. The Spanish designer predicted the apocalypse on August 11, 1999. Fortunately, the designer was much better at fashion than forecasting…
Read also > Paco Rabanne: the metallurgist of fashion is dead
Featured photo : © Rabanne
