HOUSE AND HOME: Georg Lux doesn’t have time for Blue Monday.
Fresh from his nearly five-year tenure at Leonard Paris, the Paris-based German designer is kicking off a new chapter in his career, this time under his own name.
“Lately, I’ve been sensing a growing desire for sophistication in many people, but we’re not ready to give up the comfort we’ve come to enjoy,” he told WWD exclusively.
“People want to be better dressed, but not overdressed,” he continued. “I want to offer people what I call ‘couture utility’ [which means] well-made pieces, in the great tradition of French luxury — creative too — yet ones in which you’ll feel cool and comfortable all day long, and for every occasion, without feeling either too dressed up or not dressed up enough.”
The new brand will be headquartered at 29 Rue d’Astorg in Paris’ tony 8th arrondissement, in a 19th-century courtyard town house, which will house the studio as well as a showroom to host presentations and other brand events.
Its offer will span women’s, men’s and accessories, and is positioned in the luxury segment.
For this project, which is funded by private investments, Lux is joined by cofounders Thomas Pennequin and Théodore d’Alberti, who serve respectively as general manager and chief financial officer of the company.
A sketch by Lux unveiling his new address.
Courtesy of Georg Lux
Pennequin, a law graduate from Paris’ Panthéon Sorbonne university with a specialty in intellectual property and information technology, will also serve as image director. A finance graduate of Paris’ Paris Dauphine university and Milan’s Bocconi University, d’Alberti is an entrepreneur in luxury and cosmetics.
The debut Georg Lux collection will be shown off-schedule during the upcoming Paris Fashion Week in March. A website will also launch around that time, intended as its initial retail platform.
While Lux kept further details under wraps, he unveiled the Georg Lux Paris branding as well as a monogram design dubbed “Le Talisman.” Composed of interlaced Gs and Ls, this motif was “imagined as a powerful symbol of harmony between beings,” he said.
This dovetails into his belief that “luxury houses, more than any other business, have the power to create worlds capable of bringing people together.”
The Berlin-born designer, a graduate of the Modedesign school of Lette Verein Berlin and the Ecole de la Chambre Syndicale de la Couture Parisienne, was previously head designer at Tara Jarmon, where he began working in 2011, designing the label’s eveningwear line Bal Edition.
Prior to that, Lux cut his teeth at now-defunct brand Requiem, cofounded by the late Raffaele Boriello, after a stint working at the Modemuseum Schloss Meyenburg in Germany.
