Italian luxury brand Fay, part of the Tod’s Group, showcased its first collection under new designer Arthur Arbesser on Saturday at Milan’s Fashion Week.
The Austrian designer joined in September last year following the departure of Tommaso Aquilano and Roberto Rimondi after six years at Fay – part of a general rethink of strategy aimed at increasing sales.
The Tod’s Group, headed by Italian entrepreneur Diego Della Valle, has decided to turn away from more fashionable, catwalk pleasing designs to return to its more classic, iconic clothes and shoes.
Arbesser says with the “Ready for Departure”collection, he wanted to stay true to the nature of the brand, while giving it a more contemporary feel.
He adds that he designed practical clothes for everyday use that would feel comfortable, and used two-dimensional props representing a train and a plane to showcase this.
“Practicality and comfort aren’t usually words that are associated with creativity, but I felt the need to adhere to what Fay really is and is known for, with great respect,” says Arbesser, who also has his own eponymous personal fashion label.
Particular importance was given to new interpretations of Fay’s iconic “4 Ganci” long coat, inspired by the uniforms of US firefighters, with four snap-hooks to fasten it.
Unlike previous collections, the latest included several designs for menswear, which represents about 60 per cent of Fay’s sales.