Brigitte Bardot lends her name to new ready-to-wear brand

Brigitte Bardot is already a fashion icon, but she is also about to become a ready-to-wear brand. The following September edition of Who’s Next will present the line to be launched in Spring/Summer 2012. This will give visitors and exhibitors at the trade show a chance to discover not only the first collection but also who’s behind the project, as the creators have decided to stay anonymous until then.

Brigitte Bardot during Les Femmes film by Jean Aurel, 1969 (Photo by AFP)

With the power of the mythical actress’ name behind it, the brand is going to stay true to her identity and produce a visually rich universe, bringing various collections of different styles, from pin-up girl to the seventies or even the biker look. The worldwide recognition of her name also gives the brand a strong international appeal.

The organisers want to create a big buzz not only at the trade show but also afterwards, with an initial advertising campaign starting at the same time in order to let the female audience know about the launch. The communications aspect has been placed in the hands of Parisian press agency Dresscode, who is also in charge of other big names such as Maje, Claudie Pierlot, American Vintage and New Look.