How do you revive a label in the face of an economy that sees Italian fashion sales declining by 6%? You tap into the recreationist vibe that many a fashioniser adores and is willing to invest in. In the case of Italian label Fay, that means creating a summer 2013 collection with an outright 1960s lean. You could argue that such recreationism plays to a label’s heritage – but in the case of Fay, it’s a false one.
Fay may be an ‘old’ label in need of a comeback but, a product of the 1980s, it’s no older than the average reader of Fashionising.com. Playing to the 1960s gives the brand something of a heritage, albeit it a faux one. And none of that is a problem. Few of us know the real age of Louis Vuitton or whether or not Prada’s archive extends as far back as the collections it’s alleged to have inspired. Fewer still of us actually care. Rather, we all want to believe. Luxury fashion needs a story, and even an implied heritage plays to it. In the case of Fay, now under the guiding hands of Tommaso Aquilano and Roberto Rimondi, spring / summer 2013 is approached by the label with a collection that blurs 1960s fashion with the label’s own much-younger heritage. It’s a collection that plays to Fay’s strengths, turns heads, and it does it all with finesse.
You can see all of the Fay spring / summer 2013 runway collection by clicking on a thumbnail on the left. From there you can browse through each of the pictures from the fashion show.
Photography by Imaxtree