Alyx Becomes 1017 ALYX 9SM and Sheds Light on the Dynamics of the Fashion Rebrand

Want to inject your brand with some relevance without having to swear off runway shows, change creative directors or announce an oft-completely-random collaboration? Rebrand. That is what no shortage of fashion brands have been doing in the age of the Instagram attention span. Hedi Slimane notoriously dropped the “Yves” from the title of the Yves Sint […]