Queen of Knits, Hearts and Stripes, Great Sonia Rykiel left us August 25, 2016. 3 years later July 25, 2019 Commercial Court of Paris has pronounced the liquidation for lack of buyers. Sonia Rykiel House filed for bankruptcy protection in France in April 2019 and liquidated in the US. Despite more than 200 million euros invested since its acquisition to revive Sonia Rykiel Fashion House, poorly managed company after death of Sonia Rykiel was not able to survive. Seven Sonia Rykiel stores in France and Monaco were closed yesterday evening, and the 135 employees were dismissed. The stores, as well as its intellectual property and archives, will be sold.
Even Jean-Marc Loubier, CEO of the First Heritage Brands, who owned this fashion house since 2012, with his great business skills and experience was not able to save this fashion house.
Who said it’s not LVMH? Jean-Marc Loubier, executive vice president of Louis Vuitton, CEO of First Heritage Brands, is leading the organization with LVMH and Chinese investments for the brands like Sonia Rykiel and Delvaux.
The daughter of the founder, Nathalie Rykiel, vice-president of the board of directors of Sonia Rykiel (until 2016) was still very much present at the house, and all decisions concerning collections, lines and creative direction still belonged to her until today. In May 2014 she appointed new artistic director of the house Julie de Libran, who definitely was not able for great style, or even for compilation from archives of Sonia Rykiel. “Bo-bo” designer Julie de Libran (promoter of Parisian, so called “bohemian” style) produced series of “ugly-buckley” looks since 2016, as she was no longer guided by Sonia Rykiel.
Loyal buyers and admirers of Sonia Rykiel left the house with regret, and house didn’t find new customers who would be interested in dull, featureless and unimaginative looks, available in billions on mass-market for high prices.
When Sonia Rykiel House filed for bankruptcy in April 2019 Julie de Libran “stepped away” (read “run like a rat”) from fashion house and decided to launch her own brand. June 30, 2019, a month ago Julie de Libran during Haute Couture fashion week in Paris, opened doors of her own house to present her brand and her first collection.
T-shirt with gel patches inspired by sci-fi fantasy Salt Lake $935.00 proposed by Louis Vuitton for 50th anniversary of the First Man on Moon.
In Louis Vuitton imagination company suggests itself as a new Apollo 11, but massive new space-mall proposing to extraterrestrials a City Guide. Louis Vuitton Spring Summer 2019
Not to be moral at this very sad moment, when Sonia Rykiel died for the second time, but to point at several very valuable lessons :
What was build by genius or very creative person during many years can be easily destroyed by couple of careless, self-involved, lacking values “Bo-bos” in 3 years;
Production of uninventive and sterile collections, following so called “trends and styles of market” (reference to false understanding of trend, and to production within a frame “be like everybody, to fit”), copy or reproduction of creative work of great designers, leads to bankruptcy and quick and painful death and debt;
“Bo-bo” croaks and monkey-slippers are not a manifest of creativity, and not a solution to continue great luxury fashion house (reference to SONIA RYKIEL and CHRISTIAN DIOR, another house under LVMH care, which is about to die for the same reason);
LVMH “management solution” is not a solution to continue to live, but a solution to disgraceful death, when all real estate, intellectual properties and archives are damped on market for sale after vulgar use, and damage beyond repair.