Pierre Cardin see threats and opportunities in digital fashion

The house of Pierre Cardin celebrated what would have been the 100th birthday of its founder on Saturday, July 2. The trailblazing couturier, who passed away at the end of 2020, not only became a fashion icon transcending all areas of design and culture, but left a rich legacy behind him. His empire-sized creative legacy is currently undergoing a relaunch adapted to modern times through its extensive licensing network.

After having celebrated a comeback on a high note with a futuristic fashion show at the foot of a rocket, staged at Le Bourget last January, the label headed back to the designer's native Italy. More specifically to Palazzo Ca'Bragadin in Venice, a sophisticated 1000-square-meter space that Cardin himself acquired in 1981. Located just a few minutes away from the Rialto Bridge, the palace that once saw the very Casanova dance in its halls welcomed 300 guests from all over the world, including celebrities, journalists and the firm's own employees.

Among them were also the stars of the evening: around 120 licensees (about half of those that work with the company worldwide) that Pierre Cardin gathered together for the first time after the pandemic. In addition to commemorating the founder's birthday, the aim of the event was to "lay the foundations for a new creative relationship".

The company's goals in terms of transforming itself extend beyond the textile world. The maison wants to avoid falling into oblivion by making itself known and even seducing a younger audience via the metaverse, with a project that will see the light of day in six months' time.

"My uncle was always interested in innovation. And I find the prospect of expanding into a tech company very appealing. We don't need our licensees to develop virtual reality. And creating wearable NFTs is not expensive. It's a good starting point for attracting a younger audience," Basilicati-Cardin explained, acknowledging the current limitations of producing virtual fashion.

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