Nicole Farhi is dropping menswear from its Farhi by Nicole Farhi diffusion line for autumn 13, under new creative director Joanna Sykes.
The design team, which was restructured under Sykes ahead of her first catwalk show at London Collections: Men in January, has created a broader mainline menswear offer comprising some of the more casual items typically included in the diffusion range.
The menswear pricing architecture has been broadened at the lower end as a result, although prices were unconfirmed as Drapers went to press.
A spokeswoman for Nicole Farhi said the move to effectively “merge” the casual offering into the mainline came on the back of changes to the design team, as well as creating a more appropriate approach to the men’s market. The team is now discussing whether to reintroduce menswear to the diffusion line at a later date, she added.
Speaking exclusively to Drapers, Nicole Farhi chief executive François Steiner said: “We felt that you can’t get everything right, so it was right for us to focus on what we did best, to extract the essence and work with it.
That’s why Farhi is now only womenswear.”
The autumn 13 Farhi by Nicole Farhi collection started being rolled out to buyers a fortnight ago, and Steiner said there had been “a fantastic response” so far.
“We have had new clients coming to see the collection and they are extremely pleased,” he said.