After a 10-year absence to develop her production company, 26 Film, the daughter of CEO Charles Malka returned to the brand last year and has been offering fresh perspective.
At the label’s spring ’12 press preview last week, Marciano told Footwear News she embraced vibrancy and color this season, giving Charles David a younger and more trend-right vibe. “We’ve been doing all our development research and traveling more to see what’s happening out there, so we’re right there with everyone,” she said.
Also new for Charles David this spring is an updated label design and brand icon, and a vegan collection. The brand tested the waters on Fashion’s Night Out with a selection of vegan boots. “There are a lot of people out there who believe in this,” she said. “And the shoes are looking really good.”
Here, FN discusses some of the new and popular projects with the creative director.
1. Why did you decide to rebrand with an updated label and new logo?
NM: It was time to freshen it up a little and get with everyone else out there and be more competitive. We haven’t changed the logo that much, but we’ve come up with an icon we can play with, whether it’s adding a pattern or using it in different artwork or in the campaigns. It’s good for us to bring something fresh to the market.
2. What aspect of retail are you focusing on?
NM: Getting back into independents is helpful to us because we’re a very specialized brand. At the same time, we’re trying to synchronize everything together: independent, wholesale and retail. We’re trying to bring it all together so there’s consistency, so we look the same everywhere. We’re going in full force.
3. How is the made-in-Italy collection doing?
NM: It’s doing really well. Were happy the euro is down so maybe we can head back there more often. Italy is Italy. It’s different. And we try as much as possible — even if we’re in China — to work with European leathers.