Just in time for Paris Couture Week, the French fashion federation de la haute couture et de la Mode, formerly the Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, has introduced its newly shortened name and updated logo.
The change in moniker aims to modernize the fashion organization. Pascal Morand, executive president of FHCM, told Business of Fashion that since the group was formed in 1973 and they have trade associations dating back all the way to 1868, it was the right moment to shake things up to stay with the times.
“We had a very long name,” Morand said. “We said, ‘Ok, maybe we should have a shorter name, a more contemporary name.’ We’re selecting more what we are and what we want to be.”
The rebranding is going to include a new website set to unveil this fall. With a wider range of services and information as well as its Paris Fashion Week app seeing a number of updates in the coming months, the FHCM is improving its digital presence — a key piece in reaching customers of any fashion company.
“The idea with the website is that we want to reflect what we do and who we are globally; the Fédération, its members and the spirit of it,” said Morand. “At the same time it was an opportunity for us to say more precisely who we are and what we do.”
Along with FHCM’s makeover, the Chambre Syndicale de la Haute Couture announced that there will be an extra day of shows in this year’s Couture Week schedule, allowing five brands as guest members.
Proenza Schouler, Rodarte, Azzaro, A.F. Vandevorst and Ronald van der Kemp are the five new brands slated to show on the first day. This change in schedule and opening to new designers aims to regain the city’s romantic luster and hope for the future after a year of violent terrorist attacks.