Prouve RAW’s New York Preview

International, Newsletter
Tuesday, September 13, 2011
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For Prouvé RAW, a collaboration between Vitra and G-Star, Jean Prouvé's 1951 Direction Office Armchair No. 352 is reimagined

Jean Prouvé plus G-Star? The coupling at first seems an unlikely one, and not just because it is partially posthumous. But the fashion forward Dutch company, best known for its high-end jeans, counts the self-taught French architect and designer (1901-1984) among its inspirations. Two years ago G-Star called Vitra, who has owned the manufacturing rights to Prouvé’s furniture since 2001, and asked if the designer could come out to play. The result is Prouvé RAW, the latest edition in G-Star’s Crossover Series, design experiments that pair G-Star with designers outside the field of fashion. Prouvé classics like the 1951 Direction Office Armchair No. 352 (above) are reimagined as formal replicas in contemporary materials.

The collection was first unveiled on June 15 at Art Basel but makes its New York debut today, marking the start of a two-week preview (and pre-purchase) period before the line officially goes on sale in October. The launch was timed to coincide with the tail end of New York’s Fashion Week, with the idea that denizens of the runways might also be lured by a different kind of G-Star model, now posing in Vitra’s Meatpacking showroom.

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