Why Sézane is hitting the brakes: higher quality, new identity

The French fashion brand Sézane is “stopping its growth”: Founder Morgane Sézalory wants to launch fewer new products, devote more time to design and materials, and further position the brand in the higher-end segment. On August 23, the label will unveil a new visual identity, redesigned stores, and a refreshed fall collection.

“Stopping growth”

“I decided to stop the rhythm. I really said, ‘OK, we are going to stop the growth,’” says Sézalory in an interview with Vogue Business. By that, she doesn’t mean downsizing. Sézane will continue to launch new products every month, but aims to offer smaller, more carefully curated selections. “It’s not about changing everything, but about choosing better, creating better, and giving the team and myself the resources and time needed to do that,” she says.