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Faith Connexion appoints Alexandre Bertrand and Myriam Bensaid as designers – WWD



DESIGN DUO: Faith Connexion has appointed Alexandre Bertrand and Myriam Bensaid creative directors, launching a new strategy for the Parisian label to strengthen e-commerce and slow the fashion cycle.

“Creating clothes for fun is no longer enough. A cautious slowdown in the fashion industry is needed, ”Bertrand and Bensaid said in a joint statement. Bensaid, 32, studied at ESMOD in Paris and worked in men’s clothing design at Hugo Boss, Hermès, Zara, Lee Cooper and Barbara Bui, as well as Faith Connexion. Bertrand, also 32, holds an MBA in luxury and fashion industry from the Parisian fashion school Mod’Art, previously worked at Kenzo as a product merchandising assistant and previously was relations director public for Faith Connexion.

“We are currently solving many issues and are reorienting our strategy to focus on the business activities where we have successful experience,” said Founder and Managing Director Maria Buccellati. The new strategy will focus on refocusing on using physical stores to drive digital sales, she added. The label aims to “take advantage of a huge missed opportunity in its e-commerce channel, which has remained untapped throughout its life,” Buccellati said.

The executive also said relying on an internal team led by a creative director “no longer works” for the brand.

Former Creative Director Nikola Vasari, who was appointed in 2018, left earlier this year.

Launched in 2000, the brand is known to work with a wide variety of artists and brands, including Swizz Beatz, influencer Sita Abellan, street artists Vincent Dacquin and Pisco Logik, as well as brands such as Disney, Kappa and K-Way.

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