In the mid-80s, Martine Sitbon was one of the only designers that appreciated the fashion of the ’70s. The style of the decade was considered kitschy, cheap, and excessive. But for Sitbon, it was a time of vintage stores and mixing styles together while listening to the Velvet Underground and David Bowie. Of course now, the hard-edged punk aesthetics of the early-mid ’70s and the softer, beautified interpretations that came with the New Romantics at the end of the decade, are considered hallmarks of fashion, particularly of the ’90s. Yet it took a designer like Martine Sitbon, whose style of ‘alternative’ femininity was a complete refresher from that of the ’80s, to open the way for the ’90s to materialize as one of fashion’s greatest decades.
After some years of freelancing, Sitbon began designing under her own name in 1984. Her clothing stood in opposition to ’80s austerity; described as ‘gamine,’ there was a carefree sensuality and playfulness that distinguished Sitbon. Soon enough, just a few years into her own career, in 1988 she was tasked to redefine a free-falling Chloe brand that was still struggling to find itself after Karl Lagerfeld’s departure. While Sitbon’s Chloe was brief, it allowed her to position and develop her own label’s alternative sensibilities to that of a traditional luxury brand. Through the ’90s and into the ’00s, Sitbon developed a tribe of women that didn’t neatly fit into the boxes that fashion so often instinctively puts them in. Later, with Rue du Mail, Sitbon experimented with more intensive, couture-based techniques that lent her clothes with newfound sophistication.
The imagery of Sitbon’s brand was led by her long-time partner and art director, Marc Ascoli. Ascoli headed campaigns that included collaborations with rising talent like Nick Knight, Max Vadukul, Craig McDean, David Sims, Javier Vallonhrat, and other photographers that established much of the language of ’90s fashion imagery. These images also relied on distinctive models like Stella Tennant, Kirsten Owen, and Kristen McMenamy to define the multi-faceted woman that Sitbon designed for.
Writer:
@nashhill25
Visual Curator:
@k8thlynn