Alaïa Debuts Exclusive Personal Shopping Service

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The new Azzedine Alaïa is here and they’ve taken notes from Uber Eats—the iconic Parisian maison will be delivering custom couture right to your door.

The fashion house officially announced the debut of its personal shopping service in the United States and it sounds heavenly. For cross country residents, the maison’s team of personal shoppers will be available through email and telephone for a personalized styling service as well as a one-on-one presentation Alaïa’s latest collections and projects. And for those living in the Greater New York City Area you’ll finally be able to fulfill your fashion montage fantasy. As if straight out of a movie, personal shoppers will be available for in-person appointments to present “tailored assortments and many exciting novelties” right from the comfort of your living room.

This new exciting chapter comes at the heels of Alaïa’s appointment of new Creative Director, Pieter Mulier. An announcement that came three years after the death of fashion legend and founder, Azzedine Alaïa. “Pieter’s appointment marks the opening of an important chapter for our Maison as we jointly seek to carry the foundational values and distinctive style of Alaïa into the future” says CEO Myriam Serrano. Mulier, known as Raf Simons “right hand man” and having worked with contemporary designers like Jil Sander, Dior, and Calvin Klein, will certainly bring a refreshing new era to the fashion house. Since its 1980 conception Alaïa has been known as the slightly provocative yet extremely sleek luxury brand that focuses on highlighting the feminine form. Their famed body con dresses and tailored silhouettes have been worn by a slew of famous models like Stephanie Seymour, Grace Jones, and Bettina. Let’s not forget they were the first to feature supermodel icon Naomi Campbell on their catwalk. In the past couple years however, the maison hasn’t lived up to their glory years.

In 1992, Alaïa announced they would be retiring from the fashion calendar– they never did end up closing their doors but their presence did lose the cult status it once knew. This along with the tragic passing of their founder in 2017 left their latest collections without inspiration or drama. Mulier’s entrance into the world of Alaïa will significantly work in modifying the brand. Trained in Architecture and Design, the new Creative Director is expected to bring “remarkable technical talent and devotion to the craft, his sharp eye for construction, and a sense of timeless beauty” to the maison. This will also mark the revival of their calendar collections. Previous seasons have been presented in look book form but if the rumors are true, Mulier’s debut will be the first to arrive back on the runway.

While his first collection won’t debut until Spring/Summer 2022, this personal shopping announcement gives us a peek at all the exciting new additions Alaïa has in store for us.

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createdAt:Wed, 17 Mar 2021 13:28:16 +0000
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