Paco Rabanne has recently undergone a significant transformation, rebranding itself as simply “Rabanne”. This change comes in the wake of the death of its founder, Paco Rabanne, who passed away at his home in Portsall, Ploudalmézeau, France, on February 3, 2023, at the age of 88. The rebranding is a tribute to the avant-garde legacy of the founder and aims to evolve the brand’s futurist aesthetic into a more accessible and contemporary identity.
The new logo, featuring bold typography, draws inspiration from Rabanne’s archives, particularly its inaugural fragrance, Calandre, which was introduced in 1969. The rebranding initiative underscores Rabanne’s aspiration to evolve its futurist aesthetic into a more accessible and contemporary brand. The original 1970s identity has been newly streamlined as a monogram and logotype, featuring carefully finessed details inspired by ink-traps, which have been derived through an exploration of the physical construction of letterforms.
As part of the rebranding efforts, Rabanne will also launch its own makeup line in September 2023. The makeup line, with products housed in gleaming silver-colored tubes and compacts, will be available on the brand’s e-commerce site and counters in Selfridges in the U.K. and Sephora in Europe, with Ulta Beauty in the U.S. coming on stream Oct. 1. The brand aims to rank among the top 10 in makeup and top five in the eye segment in doors where it is carried during launch.
In addition to the new logo and makeup line, Rabanne has also unveiled its new Winter Holiday collection. The collection includes references to its iconic 1969 bag, a gritty combat and hiking boots collab with New Rock, and a great bucket bag from malleable metal strips into leather. The rebranding has also seen the introduction of new materials and product categories, including denim, cotton, and knitwear.
Rabanne is part of Puig, a third-generation family-owned fashion and fragrance business based in Barcelona. The brand is known for creating distinctive brands and fragrance experiences that make people dream. With the rebranding, Rabanne is set to continue this tradition, while also evolving to meet the needs and tastes of contemporary consumers.