Under The Leadership Of Hedi Slimane, CELINE Has Changed Its Face.

Under the leadership of the new creative director Hedi Slimane, Celine's makeover has basically been completed.

The brand Logo changed, and the imprint of the former director Phoebe Philo was gradually erased. The popular handbags Clasp and Frame were also discontinued.

But the change is not thorough enough. The next step for Celine is to update flagship stores around the world.

According to the women's wear daily, Celine's new concept flagship store, 650 Madison Avenue, Manhattan, opened on Monday. The store has Slimane graphic design and specific artwork. Other stores in New York, Tokyo and Paris will be updated from February 25th to early March. Shops in Losangeles, London, Milan, Shanghai and Beijing will be updated by the end of the year.

In addition to updating the store, Celine will also add and move some shops around the world and expand some shops.

But S CEO verine Merle, chief executive of Celine, did not disclose the company's planned number of new stores in 2019.

The Celine flagship store, 650 Madison Avenue, replaced the old flagship store, 870.

Unlike Slimane's typical black-and-white marble style during Saint Laurent, Slimane this time brings warmer elements to Celine's new concept store, such as wooden furniture.

But in general, the style of Celine new store is still very Slimane style, whether it is basalt flooring, or black and white fusion, with a little bit of ginger granite walls and shelves, are somewhat cold.

There will be no more human fashion models in the new flagship store of Celine. The series of clothing will be hung on the brass shelves hanging from the ceiling with a height of 5 meters. The handbags that bring a lot of money to the brand will be displayed at the entrance of the shops, and the shoes will cover the entire back wall of the shop.

The new flagship store also has a larger area of 5000 feet (about 465 square meters).

"Celine has a very good distribution network, and has been well spread, but there are no big shops," Merle told the women's wear daily. "We need to build more flagship stores in more large cities to accommodate men's wear and women's wear."

After Slimane entered the Celine, he designed the first independent men's wear series for the brand, and won a lot of praise in the fashion circle.

Merle also said in an interview with the financial times that men's lecturers are a tool to promote Celine's continued growth.

Celine's first men's wear store will be opened in March at Fran OIS OIS, Paris. There will be separate shops for men's and women's wear, but there will also be two flagship stores that can accommodate men's and women's wear.

"Our common strategy for men's and women's wear is to strictly control distribution so as to maintain brand image and existing loyal customers," Merle said. "We will focus on our own shops, and then replenish them with wholesale channels through strict screening."

Behind the expansion and renovation of Celine's store is the ambition of the parent company LVHM group to the new Celine.

In January, LVMH Group Chairman Bernard Arnault affirmed Celine at the annual earnings conference and believed that the brand was on the way to Euro 2 billion.

LVMH group has high hopes for Celine. At the moment, Celine has done a good job.

The women's Wear Daily has reported that the Celine 2019 spring summer series has been praised by French spring department stores, American Bergdorf Goodman department stores and Neiman Marcus department stores.

According to Merle, Celine's first men's wear series is also very popular. "Hedi's design has recovered many customers for Celine, and has also produced some loyal customers.

We have absolute confidence in this rapidly developing and demanding market.