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The designer Kris Van Assche resigns from his position as artistic director for the brand Berluti. Back on the real reasons for a departure precipitated by the health crisis.
Belgian Kris Van Assche announced his resignation as artistic director at Berluti, saying he could not transform the French house in a “contemporary way” due to the current health situation.
“After three years at Berluti, I am announcing that I am leaving my position as artistic director,” he announced via his Instagram account. “Reinventing and reshaping the brand’s DNA, its history and tradition, craftsmanship and luxury in a contemporary way has been a challenge and the restrictions due to Covid have not helped.”
The former Berluti creative director adds that there is a good chance that Berluti will decide on a “new approach regarding its collections and the calendar.” His last collection for the brand, presented in Shanghai on April 8 at a physical presentation, made in collaboration with the Russian painter Lev Khesin.
“In order to maintain our commitment to craftsmanship and innovation, we have decided to let Berluti find its own rhythm, regain its freedom from its presentation schedule,” explains Antoine Arnault, Berluti‘s CEO, in a statement.
The house Berluti had refused to participate in the Paris Fashion Week, because of its digital format. While being interviewed about his collection by AFP, Kris Van Assche said that digital representations were “a dangerous game for luxury.”
“I give in to it, but I think that luxury can only lose the battle,” said Kris Van Assche, ex-stylist at Dior Homme. “If you can’t touch, if you can’t see up close, if you can’t see the quality, the difference with the mainstream market disappears. In video you can cheat a lot, you can hide a lot, and you can embellish.”
Read also > IN A POST-COVID LUXURY INDUSTRY, WHY WILL MERGERS AND ACQUISITIONS MULTIPLY ?
Featured Photo : © Patrick Kovarik[/vc_column_text][/vc_column][/vc_row]
