IN the age of mind-bending fashion collaborations and a frenetic pace of trends, luxury fashion brand Aigner is keeping itself grounded on what it's known for — classic, high-quality leather carriers in clean, understated designs.
It doesn't rush to look and feel young, but does keep itself abreast with the current flavours, with green and orange dotting its summer selection.
Despite the fluid fashion trends, its chief executive officer Sybille Schoen says what's important to Aigner is its tradition and history.
"Those are the central messages of our brand and they contain deep roots of authenticity and honesty. Our products never lose those components and our philosophy has taken us to where we are today," she says in an email interview.
This month, the brand reveals its Fall/Winter 2022 campaign, which again reflects a slant towards "tradition and history", featuring British 90s supermodel Kate Moss.
PANDEMIC PLANNING
Schoen says the brand has long had Moss in mind to front its campaign, but the supermodel had a tight schedule and could not work with Aigner earlier.
"Finally, we could fix our partnership and planned the shooting for February 2020. Everybody knows what happened then. We were more than happy to be in London in March 2022 — more than two years after its initial schedule and meeting her in person for the first time.
"We had a wonderful time together and I was super impressed by her professionalism. She is a symbol of freedom, empowerment and strength — an icon that influences the fashion world with her effortless style."
The Fall/Winter 2022 collection is called Progress, which Schoen says represents development, dynamism and innovation.
"It means new, creative ways of doing things, while never losing sight of one's own style.
"Moss represents beauty at any age. We do stay constantly attractive for our customer."
LISTEN AND LEARN
As CEO, Schoen says one strategy she employs to grow Aigner worldwide is by being aware of the brand's markets.
"It's also important to continue listening and learning, and seeing what's up the air. Trends and developments emerge at a very early stage, and you always need to be in tune with what's brewing."
In Malaysia, Aigner is available at two of the country's premier shopping malls, Suria KLCC and Pavilion Kuala Lumpur, with a third boutique at LaLaport BBCC.
She says the looks of the campaign are "cool and casual with that certain something".
The brand's Maggie Bag now comes with a newly-developed quilt, which Schön says is definitely one of the highlights this season.
The Delia Bag, meanwhile, with its minimalist elegance, is made of sustainably produced leather in a reinterpreted 1990s design. Aigner also developed two new Cybill bags — one in geometric embossing and one in a croc print with two-tone patent look.
SUSTAINABLE ENDEAVOUR
Like most fashion brands that resonate with a worldwide call to be more sustainable, Aigner is also taking this matter seriously.
"More than ever, we are taking care of the sustainability processes. Nearly 90 per cent of the collection is produced with sustainable or recycled materials," Schoen says.
Since this year, Aigner is part of Leather Working Group (LWG), an international non-profit organisation dedicated to promote responsible and environmentally friendly leather sourcing, to drive sustainable change within the leather industry.
"We are committed to sourcing our leather from tanneries that are members of LWG, and making sure that we contribute to responsible leather production around the world,"
COOL KATE
MOSS, 48, joined the supermodel league in the early 1990s and stamped her status after the likes of Christy Turlington and Naomi Campbell.
This year, Moss lends her perennial cool vives for Aigner's Fall/Winter campaign, called Progress.
The looks of the campaign are cool and casual with that certain something — à la Moss herself.
At the same time, they also represent the core of the brand — elegant, but not too classic, casual, but not too sporty, trendy but not limited.
Shot at Big Sky Studios in London by photographer Liz Collins, the images portray a sense of femininity and self-confidence that focuses on one's individuality.
The leather dress, designed especially for the shoot, in combination with the Delia bag, radiates elegance and coolness.
The Maggie bag, now quilted, is shown with a cashmere sweater, leather shorts and 90s platform boots from the Fall/Winter 2022 shoe collection — a casual Kate signature look.
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