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Schiaparelli brand back in Paris fashion after 60-year silence

Published on Jan 21, 2014 6:16 AM

PARIS (REUTERS) - Schiaparelli sprang back to life as a shrewdly eccentric fashion brand on Monday, honouring its founder Elsa by using its first collection since 1954 to mock convention in the tradition of her lobster dress.

The fashion brand, owned by Italian luxury king Diego Della Valle, is applying a tried-and-tested recipe in the fashion world of resuscitating dormant labels with a new designer, drawing on its history and heritage as a marketing tool.

With a provocative sense of humour to outdo today's Lady Gaga, Elsa Schiaparelli dared women to be bold in the pre-war Paris of the 1930s, collaborating with artists such as Salvador Dali and Jean Cocteau.

She was the first to fuse fine art with fashion, attracting a clientele including the Duchess of Windsor, Marlene Dietrich and Joan Crawford.

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