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CASUAL LIFE WOMEN TREND BOOK

SPRING SUMMER 2020

« TO BE OR NOT TO BE CASUAL? »

It’s an attitude that is difficile to define when the barriers between Ready-to-Wear and Casual become blurred. The line was definitively crossed with the arrival of Demna Gvasalia at Balenciaga followed by Virgil Abloh’s recent nomination as Louis Vuitton’s new artistic director of men’s wear. Luxury has latched onto the basics, resulting in an informal popular look. Sneakers have become the epitome of cool and are worn with cashmere overcoats and silky shirts. In repercussion, the Casual market has become obsessed with creativity, and is no longer satisfied by the quest for the right jean jacket or the right sweatpants, but is also looking for innovation.

In this chaotic and perpetually changing context, Casual Life has aimed to keep a cool head and remain true to Casual’s initial meaning: relaxed. This season our key objective is to explore the pieces that make up Casual’s typical wardrobes: sportswear, workwear, athleisure, and leisurewear, and to let them react to the chimeric and creative ingredients in our fashion stories. Our silhouettes are as relaxed and fashionable as ever: whether they are embodied by Provençale strollers or desert runners, in rain boots on the English moor or in techno basics in the deserted shopping malls of America’s forgotten suburbs.