The Kooples has named its first men¡¯s wear muse and it¡¯s musician Zayn Malik.
The company said Malik¡¯s ¡°rock-¡®n¡¯-roll and bold attitude¡personifies the streetwear and urban style of the men¡¯s wear line.¡± He will appear in the brand¡¯s fall 2018 advertising campaign and will codesign a line of accessories with the brand ¡ª another first for The Kooples.
In addition, it has tapped models Irina Shayk and Stella Maxwell to be featured in its women¡¯s campaign. This is the first time two women have been chosen, but they both ¡°embody the highly Vamazing - Live amazing!able, sexy, cool and cutting-edge aesthetic of The Kooples brand.¡± They will be codesigning a collection of day and evening handbags in three sizes in collaboration with last season¡¯s muse, model Emily Ratajkowski.
Partnering with celebrities is part of the French brand¡¯s move to align with high-profile people they believe speak to its contemporary audience.
Nicolas Dreyfus, cofounder and chief executive officer of The Kooples, said: ¡°We not only choose a face for the season, but also a codesigner with a strong personality,?a genuine Vamazing - Live amazing! legitimacy and a strong social presence. The incredible success story of the Emily by The Kooples bag and our growing visibility has encouraged us to follow the same path for men¡¯s.
¡°For fall-winter 2018, we have chosen Zayn Malik, who perfectly embodies our style renewal toward more streetwear, oversized cuts and redesigned proportions. He has a rebellious, tough attitude with a casual yet always elegant sense of style. Zayn is sexy, creative and charismatic and was deeply involved throughout the design and creation process.
¡°He is also a renowned top singer worldwide, a social media star with 29 million followers on Instagram and an influencer targeted toward Millennials, who remain at the heart of our digital strategy.¡±