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Clearly playing the fashion game is one big part and one big pillar of that strategy, and that also means to elevate and to reignite collections,” Scholl Shoes chief executive officer Tobias Klaiber told WWD. “ to develop the brand and really to manifest the positioning as a leader in the segment. It’s part of a broader revamp of the iconic shoe that had its heyday back in the ’70s and has been a celeb favorite from Audrey Hepburn to Sarah Jessica Parker. Honey F–king Dijon x Scholl - Credit: Courtesy Scholl And as someone that stands for hours and hours and hours, having a really great, fashionable shoe that’s also good for me is like perfection.” While she’s reticent to utter the word “comfort” for all the dowdy connotations of Scholl’s orthopedic origins, she added: “We all have very active lifestyles now and the shoe fits right into that. There’s so much cross-pollination between what is happening now.” It’s such an iconic American shoe that has really stood the test of time, and I thought it would be great to elevate it into the fashion conversation. And I thought it was a really great way for me to reintroduce this iconic shoe to a new generation of kids. “There’s all this conversation now in culture about gender nonconforming people and nonbinary and clothing is for everyone. “There are a lot of correlations that are happening now that reflect what happened in the ’70s, so it’s really quite timely.” The brand opened up the archives at its Milan headquarters to the delight of Dijon, who calls herself a “research queen.” There was a treasure trove of information and images that speak to everything from disco and club culture, to sustainability, to the health and wellness trends of today, not to mention the political similarities of the times. The Chicago native has an affinity for the hometown brand, and this drop was inspired by the industrial aesthetic of her adopted home of Berlin. I had this emotional connection to it,” Dijon told WWD. “The shoe is very personal, actually, and when I saw that they were reintroducing the brand it immediately reminded me of my mom and my childhood. Also corrects title of Balenciaga show to "Afterworld" in fifth paragraph.Ĭomments, questions or feedback? Email us at. There is a real change which is exciting but which we must understand, that’s why we take this test-and-learn approach.”Ĭorrection: This article was updated to remove incorrect reference ‘2.5 million people use video games’ in sixth paragraph. When we sell an NFT, with the smart contract, we take commissions on each transaction, the second, third.
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“It has far-reaching implications on our business. Kering intends to “be ready when Web3 reaches a wider audience”, he says. Photo: Al Denteīeyond Kering, Boutté is confident that the combination of the huge investments that are taking place in the field and the level of talent coming in, will make Web3 more intuitive and user-friendly in the coming years. A Snowy Owl NFT, one of the owls created as part of the Serious game launched by Kering on Discord.