MILAN — Aigle, the French heritage label known for its rubber boots, is expanding its collaboration with India Mahdavi.
The latest collaboration features a rain jacket in green khaki, sandy beige, and a lilac shade Mahdavi calls “purple rain.” This builds on a previous collaboration between Mahdavi and Aigle, and is crafted with MTD fabric.
The Rise of Designer Collaborations in Outdoor Apparel
Aigle’s partnership with India Mahdavi exemplifies a growing trend: high-fashion designers lending their aesthetic to outdoor and technical apparel brands. This isn’t simply about slapping a logo onto existing products; it’s about a deeper integration of design philosophy and material innovation. The collaboration is indicative of Aigle’s adaptive, cosmopolitan style.
MTD Fabric: A Core Technology
Central to Aigle’s offerings is its MTD (Marine Technical Development) fabric. This specialized fabric is breathable and waterproof, developed by Aigle for both clothing and footwear. The leverage of MTD highlights the importance brands are placing on proprietary technologies to differentiate themselves in a crowded market.
Brand Transformation and the “French Outdoor Lifestyle”
Aigle is undergoing a brand transformation under CEO Valérie Dassier, shifting from a broader lifestyle concept to a focused “French outdoor lifestyle” label. This repositioning involves revamped flagship stores in Paris and Hong Kong, a redesigned logo, and a concentration on core items. The company has reported double-digit growth across key markets as a result.
The Appeal of Authenticity and Craftsmanship
India Mahdavi’s involvement underscores the value brands are placing on authenticity and French craftsmanship. Mahdavi herself stated her design approach aligns with Aigle’s values, emphasizing “authenticity, passion for French craftsmanship and attention to detail.” This resonates with consumers increasingly seeking products with a story and a sense of heritage.
Beyond Rainwear: Expanding Design Alliances
Mahdavi’s design work extends beyond Aigle. In 2024, she designed handbags for Aurélia Stouls, demonstrating a broader pattern of designers collaborating across different fashion categories. This cross-pollination of creativity is likely to continue, blurring the lines between luxury fashion and functional apparel.
Future Trends: What to Expect
Several trends are emerging from these developments. Expect to see more brands investing in proprietary fabric technologies like Aigle’s MTD. Further, collaborations will likely turn into more integrated, with designers influencing not just aesthetics but likewise material sourcing and production processes. The focus on authenticity and craftsmanship will also intensify, as consumers demand greater transparency and ethical practices.
FAQ
What is MTD fabric?
MTD stands for Marine Technical Development and is a breathable, waterproof fabric technology developed by Aigle.
Who is India Mahdavi?
India Mahdavi is a French-Iranian designer and architect known for her work in interior design and collaborations with fashion brands.
What is Aigle’s current brand strategy?
Aigle is repositioning itself as a “French outdoor lifestyle” label, focusing on core items and investing in brand transformation.
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