Céline is no more ‘Céline’. The French luxury house has lost its acute accent on the ‘e’ in its original name, rebranding as the simpler ‘Celine’.
The new logo comes with a teaser shot of a look from the Paris label’s upcoming collection, which has been created with its new creative director Hedi Slimane at the design helm.
Celine’s entire social media presence has been deleted and its Instagram has been left with just one image: a gold-coloured curtain, with the name “Celine” in black capital letters on a white background, the first ‘e’ with no acute accent.
The LVMH group’s luxury label explained the newest look and logo, following Slimane’s appointment at the label in January, to head up womenswear, the future menswear line, haute couture and fragrances.
“The new logo is inspired by the historic logo of the 1960s, featuring a modernist lettering dating back to the 1930s. The accent on the first ‘e’ is gone, signalling a focus on pared-down purity, as in the collections of the 1960s,” explained the label in the Instagram post.
In the same week, Celine has unofficially enlisted Lady Gaga as brand ambassador. The pop star was snapped in the street modelling its first item designed by Hedi Slimane, a new handbag model.
Celine’s first Hedi Slimane catwalk show is scheduled in Paris on the evening of Friday September 28.