GIVENCHY launches its second line

Luxury French fashion and accessories brand GIVENCHY, of LVMH Group, launched last week its first second line, however company representatives carefully avoiding the wording of diffusion line. The new GIVENCHY REDUX line will include both apparel and accessories, including bags with a lower price point than the main Givenchy line, and a limited selection of products. The creative team motivated the launch of the new collection by drawing on brand founder HUBERT DE GIVENCHY who created the famous white shirt which became an icon of the French brand. Despite the creative motivation, the current economic crisis must have played a major role in launching the new line, Givenchy being one of the worst performing brands of the entire LVMH Group.