Following his highly publicized resignation from Louis Vuitton in the fall of 2013, Marc Jacobs has his sights set on reinventing his Marc for Marc fashion line. The New York Fashion Week designer talked with W Magazine about plans to redesign the entire branding of the line, including the logo, packaging, shopping bags, and store interiors.
“It feels like an opportunity to clean house and redecorate and renovate and get in touch with what initially made us tick, you know?” Jacobs said in the interview with W. The designer will even be renaming the Marc by Marc Diffusion line.
“I’ve always hated that name,” Jacobs admitted. “I have an idea of what it should be, which I presented to everyone, but I can’t really say it yet.”
He added: “I’m very superstitious that way. I always believe that if I say something before it’s done it won’t really happen.”
Katie Hillier and Luella Bartley will continue to oversee the affordable Marc by Marc brand of Jacobs’ franchise, and will be showcasing their first efforts on February 11 at New York Fashion Week 2014. Jacobs said that the new line aims to have a much more fresh feel and that the pieces will be more relaxed in style.
“It’s about being playful again, even a little boyish, and having lots of disparate influences, I think that’s the charm of the Marc girl,” said Jacobs. “She doesn’t buy a head-to-toe designer look, so we can’t design in that way.”
Jacobs discussed his plans for implementing a few changes for his main, eponymous line. The 50-year-old designer told press that he felt as if the brand had lost its individuality.
“It got very polluted and diluted and lost its identity, and I think that’s the same with the shoes. Not to blame anybody, but things slipped, and the only one who can change that is me.”