CELINE: A Star Reborn with New E-Commerce Site

CELINE: A Star Reborn with New E-Commerce Site

Hedi Slimane is making digital moves.

Hedi Slimane is making digital moves.

Text: Reshmi Kaur Oberoi

If there is any indication that fashion is a cross between fast-paced trends and timeless staples, it’s French fashion house, Celine, formerly spelled with an accent on the first e. The rebrand was announced in early September 2018 in preface to Hedi Slimane’s appointment as creative director following Pheobe Philo’s tenure. On October 18, Celine launched the U.S. ecommerce site.

The launch follows a 9-month old e-commerce site that was terminated prior to Slimane’s debut S/S ’19 show. American consumers met with web traffic jam and instead of an online shop, were greeted with two trucks bearing Slimane’s imagery of the upcoming collection on the streets of NY, coyly referring to NY Fashion Week. With open access to the site, the user can now preview the Spring collection or shop the current collection by clicking on the image of a black-and-white photo of the back of a blond-haired head. The reveal? A scroll-down page has bags, small leather accessories, jewelry, and sunglasses, all quintessentially Celine, including the “luggage” structured bag.

Slimane’s directorial ship debuted September 28 and paid ode to his penchant for rock-and-roll aesthetic in a flurry of buckled boots, sequined minidresses, and skinny pants in the new menswear line, all in black, white, and metallic. And though strikingly disparate from seasons past, pre- A Star is Born film premiere, Lady Gaga posted on Instagram one of his new handbag designs, all black with a tag monogrammed “L. G.,” struck a chord, no pun intended. It was a segue into Slimane’s Celine.

The new commerce website, which only offers accessories, takes user-friendly to a new level: Celine loyalists have access to stalwarts like the luggage bag and wiry gold and silver jewelry with accents like nautical knots. The new prHoducts are available for viewing and preorder, enabling the consumer to become familiar with the new collection. According to the stateside Celine, the consumer can also toggle between the rebranded elements like Maison de Couture and Celine artistic projects on the homepage.

Despite setting up shop in L.A., Slimane’s homage to the brand’s heritage is evident in his new collections’ namesakes: Triomphe, C, and 16, referring to the atelier’s headquarters in a 17th C- mansion on 16 Rue Vivienne. The 3 new designs for preorder in a range of colors and the designs feature metal hardware, including golden closures and quilted leather. There are bejeweled sunglasses, and chunkier jewelry that include chain motifs and calfskin leather cuffs.

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