The brand John Galliano owned by Christian Dior has had many down falls in its business sector, but its chief executive Dominique de Longevialle says with the its new “visual identity” the brand is going through what he calls a “resurgence.”

In 2011 much controversy sparked over the brand and its creative director, John Galliano, who the brand is named after. Galliano went on an anti-Semitic rant at a Paris bar which caused him to be fired.

As of last year he seemed to clean-up pretty well and was named the creative director for Maison Margiela. Yet, for the fashion house he created seemed to plummet.

The creative director position was passed to Bill Gaytten who is well respected for taking up the burden the Galliano brand had become.

Not only did the brand lose its owner, earlier in 2009 it also underwent production and licensing issues. Its licensing partner, Ittierre, was experiencing major financial problems and was placed under financial supervision by the Italian government. As of 2013 Ittierre underwent a restructuring.

Soon the brand became irrelevant to the fashion world, still having shows at Paris Fashion Week but with little attention from anyone.

With the new “visual identity” the brand will undergo packaging and logo changes in hopes to revive the brand once again. The new logo is based on a 19th century wood engraving and designed by Atelier Franck Durand. As far as packaging goes, it will be “colorless” or in other terms raw materials such as, cardboard and toile.

new brand for john galliano

The brand has also signed with a different licensing company. The new partner, Modalis, will produce its men’s and women’s ready-to-wear collections.

 

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