French designer Jean-Claude Jitrois has appointed two creative directors to shape “the future” of his brand, whose artistic direction he will retain, he told French news agency AFP on Wednesday.
“I turned 82 on January 10. You have to prepare the future. And the future is the youth,” Jitrois told AFP. He wants to open “a new chapter for the brand” but is opposed to “retiring.”
“I hate this word. I can’t do it. I remain the artistic director and the guarantor of the spirit of the house, but you have to think about the future,” added the designer, who founded his brand in 1980.
French and British designers Tristan Van Bruwaene (35) and Jay Wilson (38) have been appointed creative directors of Maison Jitrois. They will present their first collection on March 6th as part of Paris Fashion Week.
“Youth always brings a perspective that shakes up everything you previously thought. I look for diversity in order to create new impulses through complementary perspectives,” emphasized Jean-Claude Jitrois. Tristan Van Bruwaene, trained in fine arts and fashion, with a particular focus on volume and leather embroidery, joined the Jitrois brand 15 years ago.
Jay Wilson, a graduate of the renowned London art and design school Central Saint Martins, has also been working in Jean-Claude Jitrois’ studio for several years.
In a press release, the house, which is independent of luxury groups, emphasizes that it is “neither a break nor a takeover, but rather a conscious and proactive development with the aim of sustainably anchoring the brand in the contemporary landscape” and defends a “vision supported by three people”.
After an early career as a child psychotherapist and author of several specialist books on the subject, Jean-Claude Jitrois turned to fashion and became an avant-garde designer specializing in leather – a material that has fascinated him since childhood.
In 1993, the designer known as the “leather couturier” developed a technique that prevents the material from wrinkling. In 2009 he also invented a machine washable and ironable “stretch leather”.
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