Hedi at Céline set to adopt the ‘Drop Style’ retail strategy in dramatic revamp

New Artistic, Creative & Image Director of Céline, Hedi Slimane, has spoken to Business of Fashion of his plans to introduce the ‘drop’ method when releasing parts of his new collection.  The retail strategy is commonly used by highly sought after streetwear labels such as Supreme and includes releasing small portions of his collection every week or so to coincide with his main collection for the brand.  The new strategy was revealed in an interview with Business of Fashion which also revealed plans for pop-up stores and small capsules to feature Slimane’s season-less staples such as jeans and casual wear.
Slimane has already announced Célene will be moving into menswear as well as producing fragrances and couture.  He is also set to remodel each and every one of the Céline retail stores and owners LVMH are also rumoured to be buying up large retail space in New Yorks upper East side.  Business of Fashion notes that although Slimane is very respectful of the brand he doesn’t feel beholden to the minimalist casual luxury vibe created—and beloved among the label’s loyal customers—by former Céline designer Phoebe Philo.  If you were into the rockstar look Slimane began at his tenure at Dior Homme and then continued at Saint Laurent, chances are you’ll be quite happy with this new version of Céline. “He is doing exactly what he was hired to do, bringing his own vision to the brand,” the BoF report reads.  It is still unknown what Phoebe Philo is set to do next but this will certainly be the end of Phoebe’s Céline and her simple aesthetic praised for being a brand that was instantly recognisable without having to shout. 

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