Industry analysts agree that, in order to survive in a new era of consumerism, fashion brands must find new ways to connect with their clients. According to Business of Fashion, “Today’s consumers are ‘always on’ — better informed, better connected to others, more demanding, and more conscious of values and authenticity.”
The total lack of pretension coupled with clothes we could actually see ourselves wearing is part and parcel of the Kayrouz experience.
Recent seasons have seen brands actively engaging their consumers with real-time shopping experiences that coincide with runway events, but authenticity seems to be missing from all respective endeavors. That is why Maison Rabih Kayrouz is such an intriguing name on the fashion landscape, as the Lebanese house’s presentations are so soulful, pure, and intimate as to be strikingly different from anything else happening at Fashion Week. Take, for example, Kayrouz’s emotive ready-to-wear show for Spring/Summer 2017, which involved an elaborate display of dance and movement choreographed by Marie-Agnès Gillot and featured ballerinas from the Paris Opera Ballet. The audience was so taken by the performance and by the incredible, captivating way his clothing moved that many in attendance reported this show to be the best they had seen in ages. It was an astonishing showcase of sartorial prowess, and one that no one will soon forget.
For Spring 2017 Couture, Kayrouz returned again with another intimate setting, this time inside his Paris atelier where real girls (students and friends as opposed to models) lounged casually in his elegantly draped and oversized looks. It was as if we were invited into his home for a well-appointed dinner party. The total lack of pretension coupled with clothes we could actually see ourselves wearing is part and parcel of the Kayrouz experience. The designer himself was on hand serving drinks, but the serene collection of beautifully cut ivory coats, pegged trousers, and double-breasted blazers was the main attraction. This is one of the best examples of a brand that works its angles by engaging the consumer without any of the expected bells and whistles. So far, there have been no “It” girl collaborations, or social media-driven campaigns, or “see now, buy now” promises — only flawlessly crafted, wearable clothes made to the highest standards imaginable.