The historic French shoe brand has tapped fashion designer Christelle Kocher in a bid to appeal to Millennial and Gen Z consumers.
Known for its Louis XV heel and its historic collaboration with Christian Dior, Jourdan enjoyed its heyday in the ‘70s and ’80s, immortalized by colorful advertising campaigns by French photographer Guy Bourdin. That period coincided with the launch of its accessories business, which remains popular on the vintage market.Kocher has revived a graphic logo from the ‘70s, which appears on everything from heels to buckles, as well as the packaging of the shoes.
“It was a real technical feat making all these heels. They’re like little sculptures. I wanted them to look good on the foot, but also to be beautiful as objects,” she explained, adding that most of the heels hover around a wearable 1.5 inches. Though Jourdan’s historic factory in the former shoemaking hub of Romans-sur-Isère has been shuttered, Kocher drew on the brand’s rich archives, including a curved mid-heel named Christelle which she used on a sock bootie. The shoes were manufactured in Italy.
Having closed its existing store last year, Jourdan plans to open a more suitable location in Paris within the next few months. Kocher’s debut fall collection is due to land in stores in June, backed by a campaign shot by Camille Vivier, and the brand is hosting buying appointments duringRetail prices range from 470 euros for a pair of Guy Guy flat slippers with a silver logo buckle, named after Bourdin, to 750 euros for the Filicudi multistrap heeled sandals.
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