Prospective Buyer Plans to Turn Lacroix Label to Lifetstyle Brand

October 19, 2009 • Fashion

Christian Lacroix

Christian Lacroix as a yacht designer? As the rumors continue to to circulate on the impending fate of Lacroix's luxury label, interesting new developments have just been revealed from the brand's most prospective buyer, United Arab Emirates Sheikh Hassan Bin Ali al-Nuaimi. Hassan bin Ali al-Nuaimi, nephew of the ruler of Ajman, has been supposedly finalizing the $70 million sale of the Lacroix label since early this month. With the paperwork almost complete, Nuaimi has expressed his desire to turn the fashion house into a complete lifestyles brand for the wealthiest clientele in the world. While most other fledgling designers are jumping on the 'fashion for the masses' bandwagon, inking deals for diffusion lines and appearances on HSN, Lacroix and his prospective buyer seem to be taking the road less traveled—the one that leads toward the rich.

Nuaimi recently explained to Reuters the outline for the Lacroix lifestyle brand. "The idea is not to focus on fashion by itself," he said. "We are discussing different activities in leisure … private
jets, hotels, high-quality yachts, palaces, and interior decoration
. We
will focus on very exclusive areas and don't want to sell his name
cheap in the market." When asked why he himself took interest in the Lacroix label and where the idea for the lifestyles brand came from, Nuaimi stated, "It's a little strange for Arab people to get into the fashion
business. I want to focus on something different that no one is
competing with in this region." As long as Lacroix gets to keep creating his signature designs—on either couture gowns or wallpaper for yachts—we'll be happy.

Article Source: NY Mag, Reuters
Photo Source: Asssociated Press
-Alia Rajput

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