Fashion designer Benjamin Benmoyal unveils a new identity for his line, focusing on women in their 20s and maintaining a commitment to sustainability.
Benjamin Benmoyal is embarking on a significant transformation, rebranding his fashion line to enhance its market presence within the advanced contemporary segment. Retaining a majority ownership of his company amidst the change, Benmoyal introduced a new identity that marks a departure from his earlier designs, characterized by the use of repurposed cassette tapes and prominent Moroccan influences. While these elements are mostly absent from the new collection, a commitment to sustainability remains intact, with a focus on sourcing most fabrics from deadstock materials.
The revamped brand, now simply known as Benmoyal, aims to appeal primarily to women in their 20s who favor vintage aesthetics and sporty streetwear. The collection, which includes a fresh script logo, showcases a palette dominated by pale pink and lilac, featuring a variety of girly styles. Notable pieces include cropped tweed jackets adorned with glittery buttons, coats made from upholstery-like pink brocade, and pale violet herringbone wool. Additionally, the collection boasts long cardigans and scarves embellished with rose patterns and crochet techniques, alongside jogging pants with lace details and wide jeans decorated with floral motifs.
During a presentation at the new Run showroom—a collaborative initiative launched by trade show organizer WSN and ANDAM—Benmoyal expressed his satisfaction with the collection’s reception. He noted a significant increase in orders during pre-collections held in January, with figures reportedly up fivefold, underscoring his ability to adapt within a fluctuating market where many emerging designers face challenges.
Alongside his main collection, Benmoyal is set to unveil a capsule line in collaboration with heritage jacket maker Schott this fall. This includes tweed and embroidered adaptations of Schott’s iconic bombers and varsity jackets, further emphasizing his innovative approach.
The shift in Benmoyal’s design philosophy reflects a broader trend in the fashion industry, where adaptability and market awareness are vital for success.
Source: Noah Wire Services
