French designer Paul Poiret had one of the most powerful couture houses in Paris, and now, it's coming back. 

When you think of 20th-century French designers, these names usually come to mind: Coco Chanel, Christian Dior, and Yves Saint Laurent. But before Chanel introduced trousers for women, Paul Poiret was&nbsp;liberating&nbsp;women from corsets. The underrated designer was also the first couturier to sell perfumes commercially (a decade before Chanel No. 5). Now, since the fashion house shut down in 1929, Paul Poiret comes back to life, with the help of Anne Chapelle. The Belgian entrepreneur is the woman behind Haider Ackermann and Ann Demeulemeester, and is now the chief executive of Paul Poiret.

Relaunching during&nbsp;Paris Fashion Week, the brand has taken C&eacute;line&rsquo;s time slot on March 4th&nbsp;(a good start perhaps?). According to&nbsp;<a href="https://www.businessoffashion.com/articles/people/anne-chapelles-next-move-rebooting-poiret">Business of Fashion</a>, the French brand is being financed by the granddaughter of Samsung&#39;s founder, Chung Yoo-Kyung. The South Korean investor has brought luxury brands like Moncler, Dries Van Noten, and Givenchy into the country. What&rsquo;s even more surprising,&nbsp;Chapelle has chosen a Paris-based Chinese designer Yiqing Ying.

There is still much to discover on Chapelle&rsquo;s strategy to rebuild Poiret, but she&rsquo;s definitely looking at the rapid growth of consumerism in Asian countries. &ldquo;It&rsquo;s like reading a book to the new generation &hellip; We&rsquo;re not magicians, we&rsquo;re just trying to tell a beautiful story and make it relevant today,&rdquo; told Chapelle to Business of Fashion.

While other fashion houses&nbsp;like Gucci, Coach, and Balenciaga focused on reinventing themselves through new creative directors, Chapelle decided to ressurect&nbsp;what was&nbsp;once a classic&nbsp;fashion house, back from the last century. If it all goes well, this&nbsp;could be the new trend in fashion business &mdash; to bring&nbsp;back dead fashion houses to life.&nbsp;

Take a look at some of Poiret&#39;s old works:&nbsp;

Peggy Guggenheim in Poiret

Poiret_GettyImages-72880842_edited.jpg

Poiret's exhibition at the Met in 2007

20th-Century Fashion House to Relaunch in Paris Fashion Week

Recommended posts for you

Fashion

L’HISTOIRE: Whitney Houston and Mariah Carey’s 1998 Face-Off in Custom Vera Wang

Fashion

Hong Kong Fashion Club's Promise to Fashion Lovers

Beauty

Master the 90s Updo with Tips From Rihanna’s Hair Stylist, Yusef Williams

Shopping

Candles Actually Worth Gifting This Holiday Season

Fashion

L'HISTOIRE: Madonna's 1990 Jean Paul Gautier Cone Bra

Film & TV

The Most Stylish Women in Erotic Thrillers

Travel & Living

L'LOOKBACK: Interior Designer Athena Calderone Opens Up Her Archive

Pop culture

Everything to Know About Macy's 2024 Thanksgiving Day Parade