Reed Krakoff couldn’t sit still for very long. On Wednesday, the designer will unveil his first nine collections for John Hardy, which are being launched only six months after he joined the jewelry brand.
It fits a pattern with Krakoff, who joined Tiffany four years after exiting Coach, where he spent 17 years as its president and executive creative director.
The irony is that L Catterton is partially back by LVMH — the very company that orchestrated Krakoff’s departure from Tiffany.“When I first started talking to J. Michael Chu, who cofounded L Catterton, it was about working on different brands and getting to the essence of what makes them exciting and distinctive.
As previously reported by WWD, L Catterton also tried to sell John Hardy last year for around $200 million but those efforts faltered in line with the global M&A economy. So instead, they brought on Krakoff to revive a brand that has been relatively dormant. What these have in common is Krakoff’s ability to address the needs and aspirations of everyday luxury consumers, rather than designing for high-fashion addicts.“I’ve been a pragmatist my whole career,” he said. “The goal is to create a brand that is exciting and relevant — that strikes people as a destination for jewelry, but also something that becomes part of a dialog. It’s about great product, provocative marketing, amazing retail spaces and how those things all come together.
Krakoff started his “abstract” version of John Hardy with some strong visual references from the brand’s history. These initial collections will roll out between April and October, priced from about $200 to over $100,000, with the average products hovering between $700 and $2,000.And if that’s not enough, Krakoff already has story boards that lay out John Hardy collections for the next two years — spanning everything from higher-end jewelry to woven sterling rings for men. Unlike in his previous jobs, Krakoff is managing a singleFor Krakoff, it’s been a relatively seamless experience.
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