Alber Elbaz’s Digital Luxury Label is Finally Here

Enter the joyful universe of AZ Factory

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Alber Elbaz took the world of fashion by storm in 2019 when he announced his partnership with luxury conglomerate Richemont to develop his own digital luxury brand, AZ Factory. The long-awaited project is almost here. 

“I’ve dreamt for years about a fashion reset to care, and that dream is even more relevant today at a time when people cannot be together. The world is changing fast, and we are all adapting to new behaviors and emotions,” said Elbaz in a statement.

 

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The project is set to be a consumer-focused factory built around the ideas of love, trust, and respect between designer and clients, not to mention Elbaz’s playfulness and joyful approach to fashion. AZ factory aims to connect with the consumer, through much more than just fashion pieces. It will provide interactive experiences, perfectly tailored to the preferences of each individual and develop a friends like relationship between the buyer and the creative forces behind the brand.

AZ Factory will be launching worldwide through an exclusively digital and entertainment-driven website starting January 26. The products will also be available on Farfetch and Net-A-Porter.

 

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“This dreams factory is focused on developing real solutions for today’s women. It is a product-focused and a communications-focused project, and I couldn’t be more thrilled to bring it to the world in a fabulous, entertainment-driven way with two of the leaders of the  digital luxury world, Farfetch and Net-A-Porter.”

If you’re into 3D simulations, you’ll enjoy Farfetch’s AZ Factory World Tour—an immersive virtual tour where you can explore the products in 3D, virtually try them on and see how they look on different sizes and skin tones.

 

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“In a world where we can’t physically be together right now, the next best thing was to use our creativity and technology to bring our customers on tour and let them jump on board, take a tour of the incredible collection, and help spread a feeling of joy and togetherness,” explained Holli Rogers, Chief Brand Officer of Farfetch.

As for Net-A-Porter, the platform will broadcast live talk shows featuring Alber Elbaz and VIP guests to discuss the notion of happiness and joy through the themes of fashion, science and body positivity, which you can tune into on. Don’t forget to tune in on January 27 at 6 PM Dubai time.

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