For some time now, luxury fashion brand Georges Hobeika has been intensifying its activities in Paris. As part of the expansion, the Maison has teamed up with Parisian department store Le Printemps, where the brand’s ready-to-wear collections are now available on the walkway of the luxury bridal section.
Visitors to the store, and those who adore Hobeika, can find the Maison’s F/W 2023 collection – ‘Martian Breeze’ prominently displayed. The collection is made up of a selection of colourful, embellished gowns, cut with youthful silhouettes that showcase Hobeika’s intricate beading and celestial, hand-embellished embroidery.
Georges Hobeika follows the season’s calendar, meaning that the brand’s Spring/Summer 2023 collection, titled “Flamingo Club” will be available at the department store in March this year.
The expansion is just one of a number of steps that Hobeika has taken to expand their Parisian presence, including the opening of a new showroom in the heart of Paris on Rue Francois 1er.
This is not the first time that the Maison has joined forces with a department store to retail its collections. The brand recently announced that it will open a permanent pop-up space at London’s luxury department store, Harrods. These moves are intended to make Georges Hobeika’s collections more accessible to the public.
The move to open permanent spaces in luxury department stores comes at a busy time for the brand. Late last year, Georges Hobeika named his son and scion to the brand, Jad Hobeika, as the new co-creative director, and said the move marks “a fresh new chapter for the luxury brand”.
Since his arrival, Jad has worked on overseeing a reinvention of the luxury label, saying at his appointment that he intends to make Hobeika relevant to a new set of consumers through “a new modern approach with a bigger focus on the ready-to-wear collections”. It’s evident that Jad has stamped his mark on the brand, at least from a business and retail perspective. It remains to be seen how the young designer reimagines the rest of the Maison.
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