Hedi Slimane is using streetwear’s almighty drop model to generate buzz around his first accessory offering for Celine, which hits stores Monday, Nov. 12. Following product drops by the likes of Burberry, Moncler and Louis Vuitton, the Celine drop comes at the most peculiar time. The launch will also include the quilted “C” bag, the ‘Triomphe’ clasp bag, chunky chain-link accessories as well as small leather goods.
While the off-schedule release should not be strictly categorized as a traditional product drop — these are accessories that are set to be part of the permanent Celine collection, not a limited-edition capsule — the approach is emblematic of a shift in luxury fashion currently taking place. No longer must a brand flood the market with their goods at the beginning of each season. They can introduce items whenever they please, creating newness for a consumer who wants to be engaged all year long.
Is Slimane’s ardent fan base passionate enough to create a genuine product frenzy? I guess we’ll have to see.