TIBALDI by Montegrappa “New York” Rollerball, Blue Yellow Gold Plated TP025-RBBL-YG

TIBALDI by Montegrappa "New York" Rollerball

TIBALDI by Montegrappa “New York” Rollerball, Blue Yellow Gold Plated TP025-RBBL-YG ShopWor TIBALDI by Montegrappa “New York” Rollerball, Blue Yellow Gold Plated TP025-RBBL-YG

Using a promising young designer’s talent and enthusiasm to “refresh” a legendary brand is a clever marketing tool. Far from supporting new ideas, it is part of a considered strategy for boosting sales and expanding the X, Y or Z luxury empire. A key example of this is Balenciaga, whose former creative director Nicolas Ghesqui?re left the brand this year, claiming he was “being sucked dry”. He has stated, “they wanted to steal my identity while trying to homogenise things. It just wasn’t fulfilling anymore. It all became so dehumanised. Everything became an asset for the brand, trying to make it ever more corporate – it was all about branding.”

Speaking to The Business of Fashion, Ghesqui?re said that he was often told his style is “so Balenciaga now, it’s no longer Nicolas Ghesqui?re, it’s Balenciaga’s style.” With this in mind, it is hard not to question whether today’s trends really are a natural evolution of fashion, or just the rules of big luxury brands, trying to increase their profit and presence. Many so-called trends are just old pieces, minimally reinterpreted in order to have more commercial appeal.

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