MILAN — Valextra’s chief government officer Xavier Rougeaux is aiming to develop the visibility of the model within the males’s put on phase.
To this finish, Rougeaux staged a presentation on the Milan flagship throughout Men’s Fashion Week, and highlighted the modifications he felt have been mandatory. He isn’t any stranger to the storied and luxurious Italian leather-based items model, since he rejoined it in January after holding the position of selling and business director from 2015 to 2016.
Rougeaux succeeded Sara Ferrero, who helmed Valextra for six years, and leverages his expertise within the luxurious sector as he was most lately the CEO of Smythson in London, which he joined in 2018, and he beforehand held senior positions at manufacturers together with Loro Piana and Sergio Rossi.
His arrival doesn’t herald a revolution at Valextra, as he plans to proceed to emphasise its prized craftsmanship and “engineering beauty,” he stated, in addition to the timelessness of its merchandise. However, he’s making modifications that he believes will assist modernize the model. For instance, the profitable Avietta journey bag with its double compartments and exterior pockets is rendered in a softer printed calf that makes it extra up to date and versatile when on the go.
“The themes of mobility on the body and versatility are important,” the manager underscored. Pouches with adjustable straps are an instance.
His objective can also be to “expand the customer journey with a new architecture of different prices,” in order that new prospects can “approach, familiarize with and appreciate the brand,” beginning for instance from the brand new B-Tracollina Slim, a structural pouch bag, proportioned to hold an iPhone or Android machine, in addition to playing cards and keys and retailing at round 995 euros.
“Aesthetic elements are key, but so is functionality,” he stated.
Highlights included the return of the basic Havana shade with contrasting stitching and the signature Costa lacquered piping in inexperienced — a tribute to the founder Giovanni Fontana; an replace on the long-lasting Tric Trac wrist bag by an adjustable strap so it may be worn throughout the physique — in addition to by its wrist strap, and crossbody compartment luggage.
The new weekend and journey Canvas bag is marked by Valextra’s signature rounded pocket which has a foiled code quantity distinctive to the bag and the artisan who made it. The architectural curved pocket is impressed by the home windows of the primary Valextra boutique in Milan. The canvas may be recycled, Rougeaux stated.
The new V-line Bumbag, crafted from Valextra’s signature Millepunte calf pores and skin, has been designed to be worn both throughout the physique or carried as a clutch with the strap eliminated. Comprising two compartments, one opens out to disclose card slots, a pen loop and pockets, whereas the opposite gives area for passports and tech, making it best for touring.
The new Pocket purse was impressed by the uneven strains of Valextra’s SLG collections and contains three pockets — two snap-closing flap compartments and one central zipped area. The strap mechanism rotates 180 levels to swing in sync with the physique. Without the strap, it’s a capacious day-to-night clutch.
“Everything is artisanal but authentic and this is what the luxury customer wants,” Rougeaux mused.
As reported, Ralph Toledano joined Valextra’s board of administrators in January. Toledano has headed manufacturers together with Karl Lagerfeld, Guy Laroche, Chloé and Puig’s trend unit. He is the chairman of Victoria Beckham and the president of the Fédération Française de la Haute Couture et de la Mode. Toledano can also be a associate in Neo Investment Partners, which purchased a majority stake in Valextra in 2013. The London-based funding agency has stakes in trend and way of life manufacturers together with Victoria Beckham Ltd., Miller Harris and Alain Mikli.