Since Julien Dossena’s appointment as Artistic Director at Paco Rabanne in 2013, the brand has gone through comprehensive change launching the sleeping Parisian icon back into optimum drive.

In the latter part of January we saw the multi-faceted launch of Rabanne’s new strategy: the brand’s first store for fourteen years; a new website (linking directly with its wholesalers); and a new campaign.

Belgian architects Kersten Geers & David Van Severen collaborated with Dossena on the former. Modular walls, lacquered details and perforated aluminium collectively embraces a modernistic strength that was pre-eminent of Paco Rabanne’s signature style in the 60s.

E-commerce has been essential also to further bridge the gap between bricks-and-mortar and digital sales. A 360-view of Rabanne product will be available online, as well advice from sales staff, boutique appointment services and 24hr delivery – now that’s what we call five star service.

And the campaign? Photographer duo Scheltens & Abbenes worked with Dossena on the concept – the brand’s first, fashion campaign. Typographical and logographic elements have been revitalised and employed, creating a cohesive and consistent ID for the Parisian house. Dossena’s muscularly modernistic blueprint continues to uplift the brand into the big leagues.