Paule Ka attempts a more contemporary approach

By

Anaïs Lerévérend

Published
Mar 18, 2013

For Autumn-Winter 2013/2014, the Paule Ka presentation highlighted a new-found penchant for all things contemporary. In the midst of expansion in China, Russia and the United States, the Parisian brand’s aesthetic is making the transition from retro to modern. The distinct New York twist comes not long after the creation of a US subsidiary to manage the brand’s presence state-side.

The brand’s founder and now artistic director, Serge Cajfinger has given the collection with an ‘Uptown/Downtown’ theme. To give the customers a different aspect on the brand, the collection is comprised of classic pieces that can be worn in different way to what the average Paule Ka customer would expect. In some ways, it can be seen as a move to reposition the brand for a positive US reception. It remains to be seen whether the brand will use this move to contemporary will pave the way for an equally as fresh advertising campaign.

Those loyal to the brand’s evening wear that propelled it to fashion fame do not need to be concerned: the brand’s formal line “Black Carpet” will remain as is.