«The end“. It is the post published by jean paul Gaultier on his Instagram profile. Nothing more than this: two words written in bold, black on white, without any caption to accompany them that can explain their meaning. Could this really be the end of the former enfant terrible of French fashion? The message is cryptic – perhaps on purpose to create some hype around the brand? – and predictably, hypotheses are unleashed on the future of the designer, who in January 2020 announced his retirement, however assuring fans that it would be him but not his brand to take a step back.
Last season he announced on Twitter that he had chosen the inspiration of Chitose Abe of Sacai to carry on the maison’s collections. Indeed, Abe is expected to make his “debut” on the Paris couture catwalk in July. Which suggests that it is rather imminent closure of the brand is unlikely by Jean Paul Gaultier. The most accredited hypothesis at the moment is that the French designer wanted to imitate Bottega Veneta’s recent social media strategy. Could it therefore be a social blackout? Maybe. According to fashionistas it would only be a tesing for one ad coming next week. We’ll see.
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