Yesterday’s vintage Birk has become today’s must-have summer sandal. The stars also swear by it, which started out as a German orthopedic shoe.
“Trends are turning on us,” said Birkenstock’s CEO Wall Street Journal in 2015. It is certain that the German orthopedic shoe does not deny its basics, which are comfort and a look that is not really planned for great luxury. However, it has been a long time since the cork sandal is no longer the prerogative of the “German tourist”. “Birk” and particularly the Arizona model (with two buckles) is one of the most coveted shoes. More than twenty million pairs are sold each year, with success accelerating since 2021, the year the family-owned business took control of LVMH. In short, the world is at his feet, and the stars are no exception.
One of the first to make it a textbook case of fashion is Kate Moss. We are in 1989, he is 16 years old. Photographer Corinne Day immortalizes what would become “The Branch” in a black and white series. Her look: flared white jeans, a lace top and a pair of white Birkenstocks.
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Kate Moss, immortalized by Corinne Day for the July 1990 issue of Face magazine, titled The 3rd Summer of Love, evoked hippie culture. @_the_first_proof on Instagram
It didn’t take much longer for the creators to get involved. It is now everywhere on catwalks. Its introduction began with Marc Jacobs in the 1990s and then Phoebe Philo in 2013. He was the artistic director of the Seline house at the time and did not hesitate to dress his models in stripes. This was followed by well-chosen collaborations with Valentino, Rick Owens, Manolo Blahnik, Proenza Schouler and most recently Dior Homme… fueling a return to grace for the priest shoe.
It was even a case study in Central Saint Martins; In 2020, students from a prestigious English fashion school were invited to reinterpret iconic models. Today, the craze is not waning, as shown by the presence of “Tatans” tied up in the hit movie. barbie . The celebrity doll who plays Margot Robbie trades her high heels for a pair of brown leather Birkenstocks. An advertising trick that had its effect in China. consumers flocked to the popular sandal.
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Source: Le Figaro
