New Face, New Brand: 9 Fashion Rebrands to Know

In June 2023, Paco Rabanne shocked the fashion world when it announced a new name change. Following the lead of other fashion labels, the legacy brand will be dropping its first name, hereby going by "Rabanne" going forward. The rebrand comes on the eve of its 60th anniversary and is followed by a new logo and introduction to its first makeup collection. While a new era is being ushered in, the brand assures that this is an elevation of its established identity and a celebration of the growth it has achieved throughout the decades.

Ever since news broke of Riccardo Tisci leaving his position at the helm of Burberry, and Daniel Lee taking his place, there have been endless questions on what the future of the English brand will look like. In February 2023, the fashion world got its answer as Lee is going back to Burberry's original British heritage. For Lee's first campaign, the House unveiled a redesigned logo and brought back the archival Equestrian Knight Design. He recently debuted his first collection overseeing Burberry during London Fashion Week for the Fall/Winter 2023 season, rewriting the rules of the British Maison to fit a more streetwear-aligned aesthetic.

In February 2023, American-based brand Jonathan Simkhai dropped its first name where it will now be known as "Simkhai" going forward. In addition to the name drop, Simkhai will also be updated with a new font. The recent logo change is happening due to a larger rebrand plan with hopes of reaching an international market and being an easy name for shoppers to recognize. But don't worry if you're a fan of the pre-Simkhai era, there don't seem to be plans of revamping the design aesthetic.

In 2012, under the creative vision of Hedi Slimane, Yves Saint Laurent dropped its first name and officially became Saint Laurent. Since that decision, the esteemed label has kept its updated name, though it never dropped its YSL logo for accessories and beauty products. Even with the name change, the luxury brand has stayed true to its Parisian chic roots. 

Perhaps one of the most well-known rebrand stories in the fashion history books, Daniel Lee revived Bottega Veneta from a heritage Italian label to a highly commercialized luxury brand, a shift which has often been referred to as New Bottega. From bold design choices to the signature "Bottega Green," Bottega Veneta has become a new brand completely, leaving us wondering if the momentum will stay the same under the leadership of Matthieu Blazy. Based off of Blazy's first collection for the Fall/Winter 2022 season, he certainly did not disappoint Bottega Veneta fans as he was inspired by futuristic art and conceptualized around the idea of movement.  

In 2018, luxury fashion brand Céline dropped its accent mark—a decision made by the then-newly appointed creative director Hedi Slimane. The decision came as a way to make the logo reminiscent of the brand's original logo from the 1960s. The sudden rebrand came as a shock to the fashion world, especially since former creative director Phoebe Philo had created such a strong era for the French label. However, the rebrand proved fruitful as Slimane pivoted from Philo's distinct minimalist aesthetic and brought a more youthful, punk/grunge edge to the brand.

With hopes to better compete against larger luxury brands, Isabel Marant has gone forward with rebranding as the French label has updated its look with a new logo and fresh packaging. Additionally, Isabel Marant seeks to expand its offerings by focusing on driving its menswear, accessories, and leather goods. The label is best known for its chic French girl aesthetic, which has become significantly more mainstream in past years and now must level up with top luxury brands in the market. 

Maybe Alessandro Michele didn't debut a new Gucci logo, but the designer label was unquestionably put through a major rebrand moment. Once Michele was given the title of sole creative director in 2015, the Italian brand was completely reinvented as Michele constantly played around with androgyny, maximalism, and theatrical risks. It was also through his connections that he landed A-list celebrities willing to sport the brand during red-carpet appearances such as Billie Eilish and Harry Styles. Since Michele's departure and the newly appointed Sabato De Sarno as creative director, it appears Gucci may be reinventing itself once again. Based on the Men's Fall/Winter 2023 show, the label has stepped back from Michele's signature maximalist tendencies and is heading toward the basics.

Since 2021, there's been a noticeable revival of J. Crew that was unexpected but highly welcomed. The preppy American-based brand faced major financial struggles in the mid-2000s, and ultimately filed for bankruptcy in May 2020. A year later, the brand began its major comeback under the creative leadership of Brendon Babenzien and Olympia Gayot. Since taking charge, the two have completely developed a more youthful look to the classic American brand that's more inclusive and in time with the trends.