In August, the brand @flamingosshoes is transforming and becoming @anneblum.officiel .
A new adventure imagined by Anne Blum. Trained with the great shoe houses, in love with young creation, her shoe brand was launched in 2012, originally with a model of espadrilles in stitching and colors.
A commercial success that convinced her to persevere: simple, stylish, and colorful shoes; easy and playful collections that defied conventions and referenced iconic designs. A few months later, her Malabar sandal, with its wedge sole and wide straps, was being sold worldwide.
To mark its tenth anniversary, the Flamingos brand is changing its name to that of its founder: Anne Blum.
6 questions for designer Anne Blum:
French Footwear Federation: Flamingos becomes Anne Blum, a new chapter begins?
Anne Blum: The COVID period allowed us to refocus on brand development. Flamingos conveyed uses, images, and connotations that were no longer aligned with the development and premiumization of our collections. With Anne Blum, the style remains the same; only the name changes.
FFC: Can living up to your name be complicated?
AB: I've never cultivated any kind of ego, so the change took some time. But above all, it's a way to make my work more credible, to take ownership of my collections, the quality I bring to them, and to mark a new turning point where my role is now primarily focused on creation.
FFC: Is the Anne Blum brand image also changing?
AB: With the Anne Blum brand, we're starting from scratch. We've designed a new logo, added stripes, and enlisted the help of photographer and friend Olivier Jacquet for our campaigns. The overall look will be more pop, more colorful, closer to my vision.
FFC: Will consumers finally be able to discover you?
AB: Yes, and partly thanks to our social media. It's a more instinctive approach, one that reflects who I am, and it will allow us to showcase our collections in a new light, in a more natural way. It's also an opportunity to speak out on certain occasions. Follow me if you like!
FFC: Any new items to discover in your collections?
AB: No revolution, but a renewed focus on the comfort of our shoes. For the first time, we'll also be unveiling our first sneaker model. And of course, our classics, like the Pooky ankle boots, which will be available in a variety of styles. Get ready for stripes too, which we'll be using everywhere, from boxes to pouches. Those who know me know my love for this pattern.
FFC: Good luck with this new life!
AB: We don't remake our lives, we continue them, as Yves Montand said.