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The other day a man who had recently bought a famous fashion trademark, Mainbocher, with interesting plans for reinvention came to see me. It turns out he bought the marque from a man whose father had been very canny in snapping up these defunct-but-aromatic names, and still in the vault is Paul Poiret, among others. Which means that post-Worth and Vionnet and Schiaparelli, there are still a bunch of once-famous fashion houses that are potential relaunches. But should they be? Increasingly, I think that the old arguments in favour no longer hold true, largely because of the Brave New World of social media.
Vionnet has gone gaga for Goga.
Today the classic French brand that was relaunched by Matteo Marzotto, the ex-president of Valentino, and Gianni Castiglione, CEO of Marni, three years ago, has just entered “Stage Two” thanks to a majority share purchase by Goga Ashkenazi, a London-based Kazakh businesswoman.