HOUSE OF JACQUES FATH RELAUNCHES: BUT WILL ANYONE CARE?

After over 50 years, the legendary luxury returns to stores. We’re just wondering: who is buying it?

Paris - Anyone who knows the history and contributions of Jacques Fath, the legendary French designer and contemporary of Christian Dior who died an early death in 1954, would be overjoyed to hear it’s relaunching.  Until you see what was relaunched: a series of small, ornate, delicately designed clutches. By no means unattractive, these luxe accessories, crafted from precious skins and accented with woods and gems, seem to be worth every bit of their $650 price tag. But it was the worst way they could have relaunched. Here’s why:

With little to no brand recognition amongst young buyers, or even more mature ones,  there’s almost no audience for a $650 clutch (especially when Judith Leiber, the queen of such clutches, Tory Burch, who is edging into this market and Forever 21 – don’t deny you shop there – exist.)   Look no further than the fact that currently the pieces are only sold on EvesApple.com, a respectable e-tailer that stocks great goods – but majority contemporary goods none the less.  For a brand as powerful and luxurious as Fath, it’s telling that a brand like Barneys or Colette has not signed on.

Even more, the designs, while lovely, are overwrought, overdone and in no way compliment todays typical cocktail wear: short, tight, metallic. (Actually this point might only relate to me/my wardrobe.) Ultimately, the new Fath clutches make a statement allright, but I’m barely convinced it’s one that needs making. But I’m sure that Laurence Dumenil, a beautiful talented accessories designer who not only the Creative Director of the brand, but  is also the daughter of the new owner of Jacques Fath, Alain Dumenil.knows exactly what she’s doing.  We’ll be watching.