Sézane rebrands in time for fall

After a complete Instagram reboot, which included deleting all its social media posts, Sézane, which launched in 2013, has revealed a visual shift. It all started with several weeks of teasers, leading to the French business, owned by Morgane Sézalory, unveiling a new website (PC and mobile), a new font and new packaging.

The brand's shopping bags are the obvious change. The beige colour with "Sézane" written in capital letters in the middle has been replaced by white bags bearing the slogan "A Paris" (in Paris), as well as the address of the original store.


The new shopping bag from Sézane - Instagram @sezane

"No age, but a new identity; or rather a newfound identity, a return to the source, to treasures that are transmitted, to the hours spent to making forgotten worlds," explained Morgane Sézalory of the rebrand.

On the brand's website, a new column is also visible. Titled "Quartier Libre" (Free Quarter), it will be updated every Wednesday at 10 a.m. and will serve as a newsletter.


The new Sézane packagings - Instagram @sezane
 
At the same time, the brand decided to accentuate its leather goods line. It is familiar ground for Sézalory, who previously gained experience in the segment with her first start-up, Les Composantes, and who since then has built up the reputation of the Sézane brand.

The collection will be available at 1 rue Saint-Fiacre from 4 September, at the reopening of the Paris boutique, renovated to match the change in brand image. As well as inside the new London store in Notting Hill from September 5. 


One of the new bags from Sézane - Instagram @sezane

Moreover, the brand has opened a pop-up store dedicated to shoes from September 1 to October 31 at the Bon Marché Rive Gauche, where it has a store counter.

And, on October 17, the brand will unveil its first collection with Eric Bompard, the label bought out in March by Xavier Marie, Apax Partner and Bpifrance. As for Sézane, the American funds firm General Atlantic took a minority stake in the brand in June 2018.

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