Having been in the fashion industry since the mid Sixties (first as a publicist then as a fashion designer), Carolina Herrera is an unstoppable trendsetter who always listens to the changes the modern society slowly embraces, never underestimating its power. The Carolina Herrera resort 2017 collection follows this philosophy, adopting the kind of technologic change the society has been demanding from the fashion industry for the past few years now.
Like Jeremy Scott and Tisci (just to name a few), she also concentrates all of her efforts towards targeting a younger, tech enthusiastic audience, who is all about sharing, confrontation and immediate response. For the first time ever, Carolina Herrera’s collection has made its debut on a social media, namely Snapchat, officially paving the way for a soon-to-be indisputable and replicated trend.
“We like to be the first to try things. It’s a way for us to reach new demographics — a broader demographic,” president and chief executive officer of Carolina Herrera, Francois Kress told Business of Fashion, who is clearly not giving up on his opinion of Carolina being a trendsetter.
To reinforce this concept, and to attract an even broader millennial audience, the iconic fashion house let 16-year-old actress Kiernan Shipka star in the collection’s lookbook, confirming Herrera’s willingness to study and learn everything from what is regarded as today’s most powerful (not only fashion-wise) generation.
“When we talk about bringing Carolina Herrera to a younger audience, we already have things for them (to buy). We also certainly want to plant the seeds for the future, whether it be for a formal occasion, or a wedding, or daywear,” continued Kress.
And to deeply plant such seeds, Herrera skillfully opted for an appealing marketing strategy, which is not only linked to the collection’s Snapchat unveiling, but to its fashion legacy as well.
This Carolina Herrera resort 2017 collection takes Herrera’s signature dramatic style just to turn it into a more glam rock, fresh kind of fashion, unveiling both colorful, cheerful pieces and intricately embellished proposals. Gowns adorned with gems, cascades of shimmery pearls and loads of tulle fabrics are thus alternated with more clean-cut, traditional ensembles, such as sinuous striped dresses and peplum blouses.
To fully charm current millennials, the collection veered to symmetric cut-outs, cute bows and feminine sweetheart necklines too, perfectly representing those consider fashion as something to feel cute and ethereal in. Those who like fashion to be unconventional and edgy, on the other hand, can then count on billowy cropped tops, multi-colored high-waisted shorts and sequined short culottes, which will surely fly off the shelves soon during next year’s trans-seasonal months.
Overall, the collection clearly denotes the label’s willingness to provide us with something to wear in our free time, whether we prefer fancier or more elegant kinds of fashions. It’s wearable and covetable, and the fact that it debuted on Snapchat surely creates a sort of momentum.
“For us, the bottom line is that we’re trying to stay as relevant and desirable as we have been for 35 years,” concluded Kerr, in what subtly appears to be an intriguing promise.
Photos courtesy of Vogue