Koché, the Parisian street couture label under the leadership of Christelle Kocher, has recently unveiled a revamped business model. In a strategic move, the brand has taken direct control of its ready-to-wear collections’ production and distribution. This significant change comes after several years of collaboration under license with Italian fashion conglomerate OTB.
The partnership, which began in 2019 following Christelle Kocher’s ANDAM Prize win, saw Koché’s collections being developed, produced, and distributed by OTB’s manufacturing arm, Staff International. However, with the Fall/Winter 2023-24 season, the brand bid farewell to this arrangement and decided to manage its collections independently.
This shift prompted Koché to restructure its operations and bring in fresh management. In a bold move, the brand chose to showcase its women’s and men’s collections earlier in the season, coinciding with Paris Fashion Week Men.
In June, Koché ushered in this new era with a co-ed show held beside an open-air swimming pool on the Seine River, signaling a noticeable departure from its previous street couture style. Christelle Kocher, also the creative director of Parisian feather artisan Lemarié (a Chanel subsidiary), adopted a «more serene fashion vision,» focusing on meticulously detailed yet understated clothing.
To facilitate this transition, Koché appointed Rajat Kumar as managing director in June. Kumar, formerly responsible for merchandising at Ami Paris, brings a wealth of industry experience to the brand. Additionally, Guillaume Lambert, founder of the accessories brand Aesther Ekme, was enlisted as a consultant.
The transformation also extends to Koché’s digital presence, with plans to upgrade its website and e-commerce platform, as indicated on the Koché website.
Founded in 2015 by Christelle Kocher, who previously worked with luxury labels like Bottega Veneta, Dries Van Noten, and Chloé, Koché has positioned itself as a multi-ethnic luxury brand with a street-sportswear edge. The brand has notably collaborated with renowned names such as Puma, Nike, Converse, and prestigious football clubs like AC Milan and PSG. Currently, Koché’s collections are available through approximately 40 e-tailers and multibrand retailers worldwide.
