Celebrating creativity with Evian

For the 10th anniversary of the Limited Edition bottle, evian® and the House of Christian Lacroix are reunited again.

In 2007, the disruptive vision shared by the two brands brought together the purity of water with the creativity of fashion paving the way to a saga of collaborations with the greatest designers.

To celebrate this success story, the House of Christian Lacroix pays tribute to evian®’s live young spirit, by reinventing the Paseo pattern. Born to Haute Couture, the delicate embroidery design was used for the rst time outside the Christian Lacroix fashion collections on the initial evian® Limited Edition bottle in 2007.
It has since become an iconic design of the House.

This new colorful Paseo Limited Edition version is the pure expression of today’s Christian Lacroix creative universe : amboyant, Parisian, and with an ever young spirit.
It comes in a set of two bottles: a pink and a blue one.blue-web

“The evian® x Lacroix collaboration is just like a wonderful dream come true and we had the chance to collaborate twice… which makes me a very lucky designer!”
Sacha Walckhoff, creative director for the House of Christian Lacroix

The evian® x Christian Lacroix bottles will be available in 75cl glass bottles and rolled-out in Prestige PET, and for the rst time in facial spray. Available worldwide in selected hotels, cafes, restaurants and retailers from September 2016.

  • How does the Live Young matches with the Christian Lacroix house values ?

The House of Christian Lacroix has always carried values pertaining to youthful living since its inception. With its core motto being the french Joie de Vivre, a heritage from the famous Riviera and Parisian way of life, Christian Lacroix has always strived to infuse its creations with playfulness, wonder, colours and this very unique mix & match spirit/attitude. A set of values clearly aimed at all of us who remain young at heart.

  • Could you explain the evolution of the House of Christian Lacroix from Haute Couture to design ?

Haute Couture is the essence and is at the heart of the House of Christian Lacroix, not only for the impactful collections it has brought to the world of Fashion, but ultimately as a way of envisaging creation.
A creative way of thinking and a creative process which not only touches fashion, but all aspects of life, from dressing yourself to dressing your home with objects we create with the same attention to detail as with Haute Couture unique and high end wonders. After developing lines of ready to wear and accessories, Christian Lacroix naturally entered the world of decoration and design through successful partnerships such as evian® as early as 2007. Home collections, from home fabrics, wallpapers, to tableware, stationery and most recently furniture, followed suit. The creative process of the Christian Lacroix Studio, although adapted to the speci cs of each collection, from fashion to decor, remains at all time faithful to the Lacroix values and boundless creativity.

  • Was the 30th anniversary of the House of Christian Lacroix the occasion for a tribute to your partnership with evian® ?

pink-webSince 2007, the date of our unique and highly successful rst collaboration with evian®, we have observed the wonderful evolution of this groundbreaking idea to create a bridge between evian® and the fashion world. It felt natural for both evian® and Christian Lacroix to celebrate the 10 years of this unique story with a new bottle, still with the iconic Paseo design we showcased to the world for the rst time outside of Haute Couture in 2007, but revisited and dressed in two new and unique Christian Lacroix colors.

As we are celebrating the 30 years of the House of Christian Lacroix in 2017, it is even more a reason to celebrate and pay homage to the Christian Lacroix Joie de Vivre and evian®’s Live Young spirit !

  • What is the idea behind the reinterpretation of the iconic Paseo pattern ?

We invented the Lacroix Paseo design for evian ten years ago and as tribute to its former success,
we thought it would be fun to go back to it in a new and more colorful way. It is of course an integral part of the DNA of the House of Christian Lacroix but also very symbolic of the rst steps evian® took in “the world of the Fashion“.

  • Why did you create a set of two bottle designs ? How do they relate in terms of color ?

Quite frankly, we thought it would be nice to have two bottles rather than one to live with evian® all day long ! The blue “sunrise” bottle stands for the blue grading horizon welcoming you as you wake up in the morning and the “sunset” graded pink bottle represents this very special moment when day and night
are merging together and more fun times lay ahead !

  • How would you describe your creative process for this project ? Was it different from the rst collaboration ?

We really enjoyed working with the creative teams at evian®. As I said before, evian has always been part of my life and both brands have so much in common that it makes it very easy and obvious to work together. In a way, it is like we never stopped sharing ideas and inspirations since 2007 !
It is a magical collaboration for me.

 

  • What is the message for celebrating the 10 years’ anniversary of the Limited Edition bottle ?

The Limited Edition bottle is aiming to capture the designer’s vision of the evian® brand. It is now a decade since evian partners with the world most talented fashion designers, and this year design sums up the spirit of our collaborations by celebrating creativity.

  • How came the choice of reinterpretation of the original bottle design ?

Christian Lacroix was the rst fashion house to complete the challenge, we naturally reunited as a nod to the overall success story. The contemporary and colorful reinterpretation re ects the evolution both brands over the last 10 years.

  • Is the French house for a French water bottle an asset for the partnership ?

Back in 2007, is was a strong asset to launch this saga. However, we today share more than just a cultural or geographical belonging. The House of Christian Lacroix has managed to establish an expertise outside of the fashion industry. Their ourishing evolution towards lifestyle is an opportunity for evian to broader its eld of expression.

  • How many prototypes were produced to reach the final design ?

For this edition the challenge was on the colors render we wanted to achieve. We developed up to 50 hand- made explorations in order to get the nal ones. The pair of bottle bearing our custom made colors t both brands individually and should not be considered as one for Christian Lacroix and one for evian®.

  • What plans do you have for the product launch ?

The bottle will be revealed in an exclusive way during a dedicated event in Paris the 3rd of September. The global launch on the 6th of September will be supported on all our social media showcasing key visual and a short lm on the bottle design. Once bottle will available on the markets, local events will support the partnership.

  • When will the bottles be available ?

The bottles will arrive gradually on the markets depending on each country in November 2016.

  • How many bottles are being produced for this year limited edition ?

The amount of 75 cl glass bottles that will be produced and distributed worldwide reaches 1 million.

  • In how many countries can the bottle be found ?

The bottle can be found overall in Europe, Asia, North America and in Latin America in some countries in such as Mexico.

  • Will there be any new formats from the evian® range developed this year ?

The 75cl glass bottle is the core format to this edition. As per the 2 lasts years we are rolling-out the design on the PET Prestige range for the 50cl and 33cl format. This year we are launching for the rst time the evian Facial Spray.

 

evian® water comes from the heart of the Alps, a unique geological site in the world. It takes over 15 years for it to travel through the rock, where it is enriched with essential minerals. Men have been working for over 20 years to protect natural surroundings of the source, in an effort to preserve evian® water’s exceptional quality. Naturally pure and uniquely balanced, evian® Natural Mineral Water is a healthy choice throughout the day, at all ages.

Since 2008, evian® has been working every year with the world’s most prestigious designers to create the Limited Edition bottle. This limited edition range reaf rms evian’s vision of youth : a positive and universal value and openness to the world and the unexpected, regardless of age, through the creative vision of artists such as Paul Smith, Jean-Paul Gaultier, KENZO or Elie Saab. Each collaboration is a renewed celebration of purity and curiosity, a reinterpretation of evian®’s vision through art and design.

Ever since the creation of the couture house in 1987, Christian Lacroix style is unique, exuberant, colorful and baroque. The Hispanic and “Arlésiennes” inspirations, colors, innovative forms borrowed from theatrical make a sensation and are a breath of freshness in the fashion circles.

From their inception, Christian Lacroix’s creations have been coveted and embraced by many great international fashion editors and stars. Mr Lacroix has given the Couture House 25 years of unrivalled creations.

Today, the House of Christian Lacroix conserves a heritage of unparalleled richness.
With creativity and innovations, the Studio of the House is reinventing the signature themes of the Lacroix House in order to reach out to a new public.

The House is evolving under a new creative direction with Sacha Walckhoff, Mr Lacroix’s design assistant from 1992 to 2009, and creative director of multiple successful lines in the House.

The Christian Lacroix fashion brand is sold worldwide, from menswear collections to fashion accessories such as leather goods, scarves, jewelry, and fragrances. It has also successfully launched lifestyle collections for home decoration with furnishing, wallpapers, porcelain tableware, stationery and mobile accessories.

The Christian Lacroix brand subsists through timeless values. The result is a fabulous and richly entwined universe, which can be continually reinterpreted, re-mixed and illuminated. It is fundamentally contemporary and dynamic and will celebrate its 30 anniversary in 2017.

Leave a Reply