Martin Margiela is now Maison Margiela, Yves Saint Laurent lost Yves, and Céline dropped its accent. Brands rebranding isn’t a new story in fashion, but when a cult label like All-In does it, it’s worth talking about. Lucy Maguire spoke to All-In founders Bror August Vestbø and Benjamin Barron about their new name August Barron. I’d say it signals a seriousness of ambition, though All-In did have a special ring to it. We’ll find out if the new moniker influences the designer judges when the LVMH Prize jury convenes next Wednesday in Paris. |
