Hedi is a fantastic merchandiser!
In one video, he presented a collection, set a mood, presented different categories of products and introduced even new categories.
The collection is good. It’s the bourgeois version of a collection he did 10 years ago for YSL. This time, it’s more infused with French Couture…More Givenchy indeed than Balenciaga because it lacks in terms of roundness.
It has that MGC vibe but maybe more elevated because of the luscious presentation.
Hedi is a man of details so, the buttons are perfect. I don’t like that much the very tight silhouettes because I’m not responding well to that shoulder lately but I love the looser silhouettes. The capes, vareuses, peacoats are perfect essentials.
For a very logo-oriented offering, it was done with taste.
The goal is to transform Celine into a whole lifestyle brand. The strength of Hedi is his vision and aesthetic.
I don’t particularly cares for Celine make-up but I guess the next stage is the skincare, similarly to what he did at Dior Homme with the « Dermo system » line.
He has found his home at Celine and he is finally able to fulfill his vision on a larger scale.