Fursac, the menswear label owned by the SMCP group, is preparing for its first appearance on the Paris Fashion Week Men’s calendar. The highly anticipated event will showcase Fursac’s Spring/Summer 2023 collection at the prestigious Cité de l’Architecture et du Patrimoine in the Palais de Chaillot. This significant milestone reflects the brand’s transformative journey, which has involved changes in ownership, the appointment of a new CEO, and the introduction of a fresh creative director.

Elina Kousourna, Fursac’s CEO, expressed both excitement and the pressure that accompanies this announcement. She stated that the decision to participate in Paris Fashion Week Men’s was the result of discussions with the Federation, demonstrating recognition of the brand’s vision for the future. Kousourna emphasized Fursac’s aspiration to become the go-to choice for the French wardrobe and to be seen on the streets. This shift signifies the brand’s evolution from its historically formal style to a more contemporary and modern aesthetic.

To further illustrate Fursac’s evolution, Kousourna explained the brand’s transition from De Fursac to Fursac. The name change signifies the brand’s expansion and aims to target a wider clientele, both domestically and internationally. The new name, Fursac, is more current and straightforward, aligning perfectly with the brand’s current stage.

The appointment of Gauthier Borsarello as the creative director marked a significant moment for Fursac. Kousourna emphasized that Borsarello’s work has significantly influenced the brand’s collections, and his future vision aligns harmoniously with hers. Fursac will continue to emphasize tailoring while broadening its product range, offering a complete wardrobe while maintaining a commitment to quality fabrics and precise cuts.

When it comes to customer reception, Kousourna emphasizes Fursac’s goal to appeal to a diverse customer base. She believes that the brand’s trusted reputation in the tailoring world will support its expansion into other product categories. Despite this expansion, Fursac has managed to attract new customers while retaining its existing clientele.

In terms of international expansion, Kousourna underlines the importance of starting with Europe but acknowledges the potential of the U.S. market. Fursac is exploring opportunities to enter the American market through partnerships or via SMCP’s platforms. The brand’s digital presence has also been enhanced through the redesign of its website and infrastructure to pave the way for future developments.

Sustainability is a key focus for Fursac. Kousourna emphasizes the brand’s commitment to creating timeless products that can withstand multiple seasons, achieved through the use of eco-friendly materials and collaboration with suppliers who share their values. Fursac is also considering adopting the Fairly Made strategy of the SMCP group in the coming months.

Despite challenges such as increased material and transportation costs, Kousourna expresses that Fursac has received positive feedback from consumers. She notes a shift in consumer behavior, where individuals are now prioritizing the purchase of fewer but higher quality products. This aligns perfectly with Fursac’s approach of valuing craftsmanship and using precious materials.

Overall, Fursac’s inclusion in the Paris Fashion Week Men’s calendar symbolizes the brand’s growth and development. With a focus on contemporary tailoring, an expanded product range, and a dedication to sustainability, Fursac is determined to establish itself as the French wardrobe reference and expand its presence globally.

Useful links:
1. Fursac Official Website
2. SMCP Group Official Website