FN has
published the first look at the highly anticipated relaunch of revered French
footwear brand Charles Jourdan…and it ain’t pretty.
Last
year BBC International and Titan Industries announced they were entering into
a joint venture to relaunch the brand into the US market. At the time Imelda
was skeptical since Groupe Royer, the French based company owned the rights to the brand in France and
were rumored to be working on their own line. That meant there were two
companies in different markets, each producing their own version of Jourdan. To
the Despotic Queen this smelt like a rotting HAUTE MESS.
Most Imeldettes will be familiar with the Charles Jourdan legacy in part
to Jourdan’s (and his son’s) groundbreaking collaboration with French
photographer Guy Bourdin. Not only was Jourdan a world-class innovator and
marketing genius, he was the shoe of choice for yours truly. After being swept
from power, the marauding masses stormed my beloved Malacañan Palace and
uncovered my dirty shame. Yes, amongst the diamonds, rubies and crates of US
dollars, it has been alleged, there were hundreds of Jourdan pumps.
So it’s with an eagle eye that I’ve been watching these developments.
Whilst I’m not adverse to a re-launch of Jourdan, when I read ‘the line is targeted to thirtysomething
women, with price points ranging from $185 to $250’ I reached for my chk chk
boom Taser Heels. But it got worse, FN have reported that Titan CEO Joe Ouaknine
said, “We put more emphasis on aggressive-looking, flashy shoes.” FLASHY SHOES,
I don’t know about chu but when I think of Charles Jourdin, I don’t think about
coke snorting oil rich LA based eastern Europeans…am I reaching for the stars?
FN went on to report that Joe Moore, president and CEO of FFANY and
former president and CEO of Charles Jourdan USA said “Ouaknine had hit the
right tone in ads that harken back to the label’s heyday. They seem to have
captured in their advertising the look of Jourdan when it was at its best”.
The estate of Guy Bourdin has been ruthless when it comes to protecting
the master’s work. The estate famously slapped HRH the Queen of Pop with a
lawsuit after it was alleged Madonna’s ‘Hollywood’ film clip was an
unauthorized reference of Bourdin's photographic work. Imelda admits,
while I’m not privy to the workings (if any) of a Bourdin/Titan relationship,
Moore’s comments suggest Titan / BBC International are planning to leverage the photographic nostalgia of Bourdin’s work.
Finally,
the Despotic Queen can only imagine what her good friend, fellow shoe blogger
and owner of the worlds sexiest lips, Miss Glitzy, will make of this quell
horror.
Image credit, FN
