Who doesn't remember Kookai, the high street favourite that injected our wardrobes with a welcome dose of French sass in the '90s? Well, the brand is back and for 2009 it's got a new design team, a new brand focus, a new flagship store, a new e-commerce site and big plans for staking a claim on the loyalties of UK shoppers once again.
The comeback will begin officially on 21 November in London, when the all-new Kookai flagship opens its doors in Marylebone.
"The re-branding exercise started in France four years ago, and has been a resounding success. The next natural step was for Kookai's new direction to be relayed in the UK, which is what we have achieved with this autumn/winter 2009 collection and our new flagship store on St Christopher's Place," Emma Churchill, Kookai's UK head of product, tells us.
"The timing feels so right. Our UK customers are crying out for clothes which allow them to have their own personality. A brand that allows them to express their individuality rather than being dictated to. The new direction is not about mindlessly following trends, more about tapping into a new consumer mind-set, which seems increasingly focused on the quality and cut of clothing. A brand they can understand and find approachable."
Posited as contemporary, subtle and affordable, the French twist is still there, to be found within a collection marked out by exclusive prints, luxury fabrics, and trend-led products that are a step up from Kookai's former offerings.
"Our product offering is now aimed at the 30-plus woman. Kookai as a brand has shifted swiftly away from the high street and appeals to a more sensuous woman looking for a point of difference in an increasingly homogenised market," Churchill explains.
The 'industrial chic' environs of the Marylebone flagship - which is located at 18-19 St Christopher's Place - are certainly worth checking out, but if you can't get into London, the virtual Kookai boutique also opens its doors on 21 November at kookai.co.uk. C'est magnifique.
Picture: Kookai autumn/winter 2009.
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