How is a label like Rochas reborn after being closed for two years? First find a Fairy God financier who resurrects the label after being closed for two years by its previous owner Proctor & Gamble, next define a new direction for the label, then pluck a young talented designer out of joblessness, and voila, the label is reborn. Gibo Co. SpA was the Fairy God financier, Marco Zanini, formerly of Versace and recently Halston, is such said designer. The first showing for the renewed label will be a Fall 2009 collection in March, which will be a quick turn-around design test for Zanini.
Gibo SpA’s President, Franco Pene, told several news sources during the company’s Rochas announcement that, “We’re not looking to generate editorial hype, because we’re thinking of a sensibly priced luxury brand that caters to the everyday needs of women,” he said. That may be true, but all eyes will be on the fabled house, especially since it enjoyed editorial success and red carpet style attention under its previous designer, Olivier Theyskens. The current owners seem more interested in craftsmanship over bravado or showmanship, so to that end, Mr. Zanini seems a perfect fit. His tenure at Halston was short lived, and only relatively well received, but his daft craftmanship hand and attention to detail should breath a new streamlined and luxurious life into the brand.