Renowned fashion label Off-White™ is set to make a triumphant return to Paris Fashion Week this February, unveiling a co-ed runway show entitled “Black by Popular Demand” on February 29.
Led by creative director Ibrahim Kamara, the brand had notably abstained from participating in the French fashion spectacle last season, redirecting plans for a showcase originally slated for New York. The upcoming runway exhibition will mark Kamara’s third venture steering the brand since assuming creative control in April 2022.
Off-White™ CEO Cristiano Fagnani shared insights into the brand’s Paris Fashion Week event, describing it as “fun and playful” in an interview with Business of Fashion. Fagnani emphasized the brand’s prioritization of youth, highlighting their strong connection to culture and style.
The announcement follows financial challenges faced by Off-White™’s parent company, New Guards Group, which reported a revenue decline of over 40% in the three months leading up to June 30, 2023. Off-White™ remains a pivotal sales driver for the conglomerate, as stated by BoF.
Since the passing of founder Virgil Abloh in November 2021, Off-White™ has grappled with maintaining a distinct identity amidst challenging market conditions. The upcoming “Black by Popular Demand” show in Paris serves as a crucial moment to reaffirm Off-White™’s essence and direction, underlining its significance as a cultural and fashion force.
