Réard, the iconic French swimwear label, is headed for a comeback in the luxury sector, sooner than expected.
WWD reported the rebirth of Réard, the iconic swimwear and resort brand created by the engineer Louis Réard who later dove into fashion design, becoming an instant hit by creating the first two-piece swimsuit in 1946. His brand faded while history advanced after his passing in 1984.
The entrepreneur Richard Emanuel will be responsible for the resurgence of the brand in the fashion radar, Emanuel acquired the intellectual property assets and occupies the brand’s chairman position. The re-launch was confirmed this spring and will have a strong commerce and retail platform, with an e-commerce focus, department store distribution and an expected strong following due to its placement in retail stores.
The company will target the luxury sector; and prices will range between $200 and $650 USD. At the same time , it plans on complementing the sales strategy with pop-up stores and resort locations; and in the future, company-branded retail sites will also distribute the clothes in 2019.