The Naf Naf Heritage collection, which consists of ten pieces, is sold on the brand’s website. Naf Naf
The label celebrates its fiftieth anniversary with a line of iconic pieces with a sweet vintage scent. On a nostalgic yet optimistic note amid a crisis in the ready-to-wear industry.
Straight lines, strong cotton canvas and a cheerful color palette. it was the combination that made Naf Naf famous in the 1980s. Created by the brothers Patrick and Gérard Parent in Paris in the early 1980s. 1970 established itself as a staple of French ready-to-wear, furnishing the wardrobes of young girls and women in the late twentieth century. Glorious hours, which he returns to today with the Heritage collection, with soft vintage accents.
Naf Naf revives its flagship jumpsuit and nine other pieces for its collection Heritage. Naf Naf
In the video, Lady Dee entered the fashion pantheon thanks to her colorful British wardrobe anchored in the 90s.
Looking back
Drawing from the 1980s and 1990s and contemporary fashion practices, the look is based on quite a jumble of iconic pieces; The multi-colored ‘Naf Naf’ printed garments revive the aesthetics of the past when recycled materials are adapted to today’s eco-conscious demands. To make this anniversary collection even more desirable, the garment is produced in a limited and numbered run of between two hundred and three hundred copies, depending on the model.
Made in France with recycled materials, the Unisex Naf Naf Heritage Capsule Collection has a retro look. Naf Naf
French ready-to-wear is messy
If the brand can blow out its fifty candles today, it is far from most of its contemporaries. Camaïeu, Cop.Copine, San Marina… These French brands that once shone alongside Naf Naf are in the mix for some when they haven’t disappeared. The company did not escape the blows. has had to deal with the movement of yellow vests or the Covid-19 epidemic, which has greatly slowed down store traffic. But he did not hesitate.
Sold by the founding brothers to the Vivarte group (La Halle, Caroll…) in 2006, Naf Naf was sold in 2018 to the Chinese group La Chapelle & Co before being sold. This was before its historic supplier, the Franco-Turkish group SY Corporate, took over. From now on, the brand is progressing without intermediaries with factories located in Tunisia that produce exclusively for it. The strategy. Be able to face new crises and shortages by adjusting production in real time with greater agility.
Another plan of attack against the crisis that is raging in ready-to-wear is to invest in the stores that account for 75% of its turnover. For this, it will review the premises, in particular, including its perfume line, as it has already done in the Spanish branches of the brand, as well as in the 14th arrondissement of Paris. But also to create new ones with a target of fifty openings by 2024).
Finally, to continue writing the brand story, the label chooses a bridge strategy between its first-generation customers and the new one. Between nostalgia and modern desires.
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Source: Le Figaro
