The little ballerina turning 60, 60 years of expertise, mutations, celebrities have brought to claw some of their glamor, together with operas around the world and their star dancers. For the occasion, the number 60 becomes 60 influential and creative people who reinterpret the product of their choice among the classics of the house Repetto.
Jean Paul Gaultier, Rei Kawakubo, Andre Putman and Chantal Thomass – among others – are in the game: the fruit of their work was exhibited at the show of ready-to-wear and will be a traveling exhibition at the 2008, which in term lead to an auction with proceeds going to dance schools that Repetto says. For the impatient, on September 27 the store of the rue de la Paix exhibit unique patterns created for the occasion, before they take off for a world tour that will start in Hong Kong in January…
For the record, so now the name “Repetto” speaks to both fashionistas and professionals of the dance, it was not always thus. In 1947, Rose Repetto attentive mother tries to make them dance shoes the most comfortable as possible for his son (the dancer Roland Petit), she has no idea she is inventing a revolutionary technique. Ms. Repetto has the idea to sew the sole of the shoe upside down and back then, that is to say below the sewing sole leather that surrounds the foot and not vice versa as is usually, giving the dancer a comfort previously unknown.
Given the enthusiasm of his son and his friends which belongs to the famous Nouriev slipper she created, which previously ran a cafe on Montmartre decided to devote himself to ballet shoes. She set up his studio in a good street chamber Peace and sees quickly scroll through all the Opera Garnier, small rats to the stars dancers. Rose Repetto developed a very close relationship with artists, allowing it to develop its work according to their needs.
Rose is curious and loves without restriction the world of dance, so she imagines slippers models for all dance styles, without being enclosed in the classical sector. Repetto quickly made a reputation for excellence in the community, but we are still far from the aura “fashion” that we know today.As often, the success and notoriety will come with the plebiscite of a star, an icon of the era of his status has the power to make and unmake the styles and fashions.
In 1956, Brigitte Bardot will turn “And God Created Woman” with Roger Vadim. The young actress got wind of the expertise of Mrs. Repetto, for she started in the world of dance, so she had the idea to ask Rose to make it a city ballerina that will allow it to ‘freely in the film, which wants furious.Brigitte Bardo literally explode on screen: it becomes the fantasy of a generation and brings with it the Repetto brand.
Repetto became the symbol of elegance and trendy hype of the moment, all want the “Cinderella” model Brigitte Bardot. In 1970, men find shoes to their feet thanks to shoes devised for Zizi Jeanmaire, Serge Gainsbourg appropriates and through him become legendary…
However, what has allowed Repetto to be what it was until 1984, it is the personality of its creator, who could combine like no modernity, excellence and aesthetics. When it dies, the magic fades and society is sinking. The models have lost their relevance, the brand is aging badly, the aura of old stars is not enough to carry the brand. The Repetto ballerinas are definitely more a fashion accessory, in addition to professional models have unchanged and the dancers abandon them.
In 1999, Jean-Marc Gaucher, former head of Reebok France, which bought the business. The figures are disastrous, the brand is dispersed and raked in unnecessary costs. However, this talented self-taught believes in the potential of the brand. It is changing the skills to stick to the advanced techniques of the sports shoe and thus recovered in markets such as that of the Paris Opera. Last gasp for Repetto (before flying to its current fame) when in 2002 an investment fund withdraws from the deal: Left files for bankruptcy.
Far from admitting defeat, it restarts all over again with a new goal in place Reppeto upscale level, while continuing to learn from the world of dance. It creates a style office where eight designers working diligently to create no less than 6 collections per year. Moreover, it will also enlist the services of designers in fashion and ask them to update the classics of the house. Issey Miyake gave a facelift to the famous Repetto ballerina Brigitte Bardot who becomes the brand’s flagship model.
If Jean Marc Gaucher wanting to change the ballerinas in line with trends (we saw indeed python patterns, flashy pink or golden), they do not neglect their quality it demands impeccable luxury … at once, but it must be legitimate. This is why the cities of ballerinas are subject to the same high standards as products for dancers… More than 7% of the outgoing production plant Dordogne is thus not up for sale, misconduct perfection.
In a few years, the CEO of Repetto managed (Kate Moss blows with his ballerinas and exclusivity at Colette) has to give its brand a new aura, that of basic ultra trendy. From New York to Tokyo, sales explode and shops hatch in the hottest parts of the world, while the professional dancers have redone their slippers Rose Repetto.
In 2006, the shop in the Rue de la Paix has undergone a complete makeover to fit with the new image of the brand, and reaffirm its dual mission: dance and fashion, both being treated with excellence. For the 60 years of the brand, Brigitte Bardot has customized the legendary BB will be on sale from September 20 to 60 numbered copies in Colette … obviously. No way to stop the luxury marketing, pointed and exclusive that seems so successful in the claw, which runs more than 300 000 pairs of dancing ballerinas and 12,000 cities every year…
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