As soon as I saw the email, I had a bad feeling.
The announcement that changes were coming. A new era.
Sézane has been a favorite brand of mine for years, and I didn’t like the sound of that. So as soon as the “new Sézane” collection revealed itself, I went to the app and realized it was as bad as I had imagined.
The whimsy the brand built its whole identity on was gone, and in its place were streamlined capsule separates. Neutral, oversized outerwear. Chunky pullover sweaters in solid colors. Pieces that could be mistaken for COS or The Frankie Shop.
Pieces plainer than their predecessors, now at a slightly higher price point.
Why should you care?
With their cult-like following and “Sold Out” labels constantly on new arrivals, Sézane has been loved for their feminine, playful and undeniable French attitude. Ruffles, lace, embroidery, color and texture: eyelet blouses, bold floral skirts and ethereal pastel knits.
This relaunch into a new era is one that looks like every other minimalist capsule brand out there. Even if the old version wasn’t everyone’s taste, it had a distinct identity you could pick out of a sea of streamlined The Row-inspired basics. Now it doesn’t.
All in the name of “progress.”
And a distinct brand disappearing into the same minimalist pile means fewer options for everyone, not just their dedicated fans.
A brand doesn’t need to be universally loved to be worth keeping around. Having a point of view is the thing worth protecting, and some of us are craving brands willing to keep their unique one.
Ok, I’ve said my piece. For now, I’m going to tell myself that this is just one collection. Who knows, maybe there will be more of their original personality infused as time goes by.
For now though, you can still get the “old Sézane” pieces in the Last Chance section of their website.
Now that section name has a whole new meaning…
Tell me: What do you think of this redesign? Has a brand changed on you for the worse?