By FashioningLife
Credit: Rabanne
Some know Paco Rabanne for their iconic chain dresses with metallic circles, others for their strong - sometimes overwhelming - fragrances in golden bottles, but by announcing their recent rebranding, the Spanish-French brand establishes itself as a unified, forward-thinking house.
Whether it is on their website, or their Instagram, the first name Paco is no longer. Instead, the brand is taking a simpler approach and achieving a more minimalist look, with their new name: Rabanne. This decision seems to be a long-term project focusing on unification, where fragrance, fashion, and now makeup are merging under the same visual identity. This rebranding is said to be a direct homage to the brand's roots and heritage, with the new logo’s typeface being directly inspired by the brand’s first iconic fragrance from 1968, Calandre.
In the light of a few extremely successful past years, the Puig-owned fashion and beauty brand is now moving forward with a new line of makeup, overseen by the British MUA, Diane Kendal who was appointed as Beauty Creative Director. On the other hand, it was confirmed that the fashion creative director, Julien Dossena (who is also set to be the next guest designer for Jean Paul Gaultier upcoming FW23/24 Couture Collection), will not be going anywhere. The french designer was appointed ten years ago, and has actively helped the brand gain its popularity back.
The makeup line will include some 30 shades of foundation, called Nudes, 29 Eyes Shadows (Eyephoria), Rouge Rabanne with 21 lipsticks, and Arts Factory dedicated to artistry-inspired products.
In a context of increasing attempts at gender-neutrality from many brands, Rabanne turns to something very different: the feminisation of the brand, by staying true to Dossena’s creative direction, which is considered by Puig’s Beauty and Fashion president, José Manuel Albesa, to be his vision. The brand will also focus on its d-to-c approach thanks to its current exceptional sales reports of the past couple of years.
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