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Shoes are a great way to attract a younger clientele

Gen z clients will come first for the shoes

Comercial strategy of making less quantity of shoes to maintain the focus on ready to wear

Age 18 handbags

Still have the 40 s client

People ask to wear but the brand reaching out

London store 35 - 40 ( new clients but still have very loyal clients )

Goals keeping the momentum and keep serving the clients

Special factory to do the knitwear

4 collection a year

Show in couture

Not mass production

Adding sculpture and volume as the human body not squared

Show is about a location that is meaningful to the brand/ very intimate

As alaia always invited people to his home for dinner he still wants to keep it intimate

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Well known for celebrating the female form, Alaïa’s designs are not merely clothing but a statement of empowerment and individuality for women. With a legacy built on innovation and intimacy, Alaïa continues to redefine modern luxury while staying rooted in its founder’s aesthetic and form of working. (Evans, 2013). The brand’s commitment to quality and exclusivity has solidified its position as a revered name in haute couture and ready-to-wear, inspiring generations of designers and wearers alike (Frankel, 2021).

In Alaïa’s new campaign, they are launching five fragrances that complement five different garments of clothing. These fragrances have different scents that trigger different emotions and feelings that resonate with the experiences of Gen Z. This is a zero-waste collection that will be formed by zero-waste patterns and up-cycling materials. For the fragrances, the focus is on biodegradable ingredients and refillable packaging that reduces environmental impact.