Some brands stand out in their league, somehow they redefine fashion in a way of their own. Like Chanel showed women independence, Ralph Lauren gave us preppy casual, John Galliano the art of extravagant storytelling. As Vivian Westwood opened our hearts to punk, Versace made us feel glamorous and D&G dominated flattering and trendy pieces to thrill their celebrity and average clients alike, so does Zadig & Voltaire welcome us into the world of high end ready-to-wear fashion.
Zadig & Voltaire was founded in France in 1997. Perhaps Thierry Gillier was inspired by French writer and Enlightenment philosopher, Voltaire, when coming up with a name for his brand. Voltaire is seen as a stimulant of the French revolution. Never before had a writer ruled the intellectual life of his time as he did; he managed to loosen up the old ties and ways of thinking of the people of his time. Zadig is one of the stories Voltaire has published, with thinly disguised references to social and political problems of Voltaire's own day. The book is philosophical in nature, and presents human life as in the hands of a destiny beyond human control. Voltaire’s stories and Thierry Gillier’s vision show a resemblance in loosening up the old ties and ways of thinking of the people, by giving them a refreshing alternative. Zadig & Voltaire is the new alternative to luxury. They embody the modern man and woman perfectly.
Zadig & Voltaire is ahead of it’s time. Before any other brand saw the value in promoting themselves as a concept-store, Zadig & Voltaire had already been going down that creative road for years. This is only an example of Thierry Gillier’s sharp eye for detecting what people want. In a time where looking effortless yet stylish seems to be the new way of dressing, Zadig & Voltaire has really put a stamp on how to dress women in a very boyish young, but still feminine way.
The cool brand aims to embody a new luxury by giving fashion basics a playful and resolutely rock 'n' roll twist: a more affordable, stylish and laid-back luxury. The spirit of the brand is recognizable thanks to its distinctive style codes, timeless pieces and must have cuts. The brand has been successfully mixing stereotypically delicate fabrics like lace, cashmere and silk with metallic leathers. They’ve invented a looser way to make and to wear cashmere.
Zadig & Voltaire likes to promote people that are not yet well known in France. When founder Tierry Gillier saw Jaimie Hince perform, he knew Jamie possessed the character to promote his brand. Zadig & Voltaire likes celebrities with charisma; famous characters often spotted in Zadig & Voltaire’s designs are Dree Hemingway, Josephine de la Baume, Kate Moss, Jamie Hince, Alison Mosshart and Daisy Lowe. The leading brand attracts people with different backgrounds, who find freedom in the creations.
As for what the future holds for the label, classics are revisited each season: elaborate cashmere sweaters, customized Tunisian T-shirts, and distressed, ripped jeans constitute the must-haves of the brand. All these items have sold well for the past ten to fifteen years and are still are up to date. Zadig & Voltaire’s stores are constantly expanding worldwide. They now have stores all over Europe, Asia and Australia and are starting to spread out their feeling of relaxed luxury over the United States too. Zadig &Voltaire is here to stay.
Check out the collection and the making of Zadig & Voltaire’s campaign ad:
http://www.zadig-et-voltaire.com/eu/en/zadigs-world/video-shooting-erin-wasson
