New Koibird drop and campaigns focus on "loungeable glamour"

By

Nigel TAYLOR

Published
Sep 7, 2021

London-based retailer Koibird is embracing the reopening of society and for AW21 has just launched its Koibird Hosts A Party drop and campaign in which it has brought together a powerful edit of partywear brands.

They include Area, Rodarte, Mach & Mach, Rowen Rose, Rosie Assoulin, Anouki and others, plus emerging names such as Ami Amalia, Ksenia Schnaider, Nué and Completedworks.

The move reflects action being taken by a wide range of retailers and brands for the new season. Whereas a year ago, many were racing to add a loungewear element to their offer and minimising left-on-the-rails categories, such as partywear and officewear, the opposite is happening today.

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But it’s interesting that the going-out and work clothing we’re seeing isn’t quite the same as it once was. Labels are reflecting the changed times with new approaches.

That’s true of Koibird, which said that “after a period in which many celebrations were put on hold, a new sense of freedom is starting to emerge”. Its AW21 edit is “looking to champion both the life of the party and the soul of the home. The notion of the traditional gathering has changed in 2021, with the cultural appetite for connection, conversation and community proving more palpable than ever”.

The Hosts A Party campaign therefore features “loungeable glamour”. And the company has also expanded its homewares offer to around 40% of its buy. This means the homeware items go with the new partywear pieces, “helping them curate a tablescape filled with kaleidoscopic homeware gems”.

The interesting mix was photographed by Claire Rothstein, to showcase “the best of new-age opulence with the brightest – and must have - cult partywear brands, perfect for today”.

While there’s a strong comfort element running throughout, this certainly isn’t minimalist and the idea of “more is more” runs strongly through many of the pieces.