Whilst some designers chose to host a fashion show to mark their big
comeback, Dutch lingerie designer took things one step
further and celebrated her brand’s relaunch in style on Friday, unveiling
four distinct styles created around the theme ‘Awaken Your Senses’ in an
elaborate cabaret dinner show at Villa Thalia, Rotterdam.
In honour of the Marlies Dekkers relaunch, which coincidences with the
designer’s 50th birthday next month, the theatre was transformed into the
‘Marlies|Dekkers Clubnight’ for one night, which saw trained dancers,
acrobats, a string quartet and choir take to the stage to present the new
collection. The new collection, which features a new signature shoulder
strap that follows on from Marlies Dekkers iconic double strap, is based on
four sensual female fantasies designed to stimulate and encourage women to
be all they can be.
“It is the time of the feminine feminist: strong and independent women are
standing up and making their own choices, without social or societal
restrictions,” explained Marlies Dekkers in a press release on the source
of her brand’s new signature. “Femininity goes hand in hand with
self-confidence; women can and dare to be sexy and seductive. To help them
in their journey to discover their own sexual fantasies, I have begun
writing sensual stories. In eroticism all senses are put edge and I aim to
stimulate them with not only through my stories, but especially with the
lingerie sets which sprung from my own fantasies.”
Each set from the new collection is crafted from material that is usually
associated with outerwear, such as leather, denim, silk and pinstripe as
the designer flips conventional thinking of what lingerie can be. The new
styles feature Marlies Dekkers new shoulder strap that is said to be a
first in the lingerie field. With names like Calamity Jane, Gloria, Femme
Fatale and Mulholland Drive, each set also links to a fantasy written by
Marlies Dekkers herself, which were read able during the launch show.
“Starting from a certain mood, I went in search of the ideal bra which
would suit it,” continued Marlies Dekkers. “If I was feeling daring and in
the mood for an exciting evening, then I wanted to wear the perfect leather
bra that not only fits me well, but is also fashionable. I have succeeded
in creating the Rolls Royce of leather bras, with my signature perfect fit
as well a exciting design. I went on to apply the same principles to my
other bras made from denim, silk and pinstripe so that each
set incorporates its own fantasy.”
The relaunch show, which highlighted the brands new signature and
handwriting, comes two years after Marlies Dekkers was declared bankrupted
and made an immediate restart. In early August, 2013, it became clear the
iconic lingerie brand was swimming through a period of financial
difficulty, as Marlies Dekkers reported losses of 2.9 million euros for the
financial year 2012. The brand was officially declared bankrupted by the
Dutch court in Rotterdam later that month, but was able to make a direct
restart thanks to the support of investment funds Karmijn Kapitaal.
Although she was forced bring her stand alone store number back down to 6
and let go of hundreds employees, Marlies Dekkers was able to keep her
eponymous brand afloat by focusing the bulk of her business online and
overseas, where celebrities such as Rihanna and Katy Perry ensured the
brand was in high demand. Since her brand’s restart two years ago, Marlies
Dekkers has been able to focus on the creative side of her label as Eppo
Van Berckelaer stepped in to take over the reigns as Chief Executive
Officer. “It suits me good, this way of running business. I had a need and
the desire to immerse myself creatively,” said Dekkers to FashionUnited NL
on the appointment of the new CEO.
With a new signature, as well as a new brand direction, collection and
motto, which encourages women to ‘Dare to dream, dare to grow and dare to
be,’ it is clear that Marlies Dekkers has succeeded in re-immersing herself
and her brand.
Image Credit: Daniel Verkijk