May 17, 2017 by Chris Kilkus
Réard Launches E-commerce Site
PARIS — Swimwear and resort brand Réard on Tuesday marked its official relaunch with the presentation of its spring collection in Paris and the launch of its e-commerce site.
The brand, founded in 1946 by Louis Réard, the inventor of the bikini, is being revived under the creative direction of Céline Adler, who previously worked at French lingerie brands Princesse Tam Tam and Huit.
Monaco-based entrepreneur Richard Emanuel, chairman of Réard, acquired the intellectual property assets of the brand a few years ago.
At the presentation, staged in Coco Chanel’s former apartment on Rue du Faubourg Saint-Honoré, models played on ping-pong and foosball tables wearing items from the inaugural line. The collection ranged from a bikini in a newsprint fabric to chic black one-pieces with gold hardware details.
Adler said for her first collection, she wanted to focus on timeless designs with a strong performance element. Réard was originally an automobile engineer, and the brand’s products this season feature materials used by firefighters, as well as metal painting techniques borrowed from the car industry.
“It’s important for us to focus on a single, strong message for the first year or two. We’ll open it up progressively to more seasonal products that mirror more closely the trends