Just in time for Paris Couture Week next month, the French fashion federation —formerly the Fédération Française de la Couture — will be embracing a newly shortened name and logo starting July 1. While WWD first reported the federation's makeunder in February, the group only just revealed its full rebranding on Thursday.
WWD and Business of Fashion report that the French fashion industry's organization, originally known as (deep inhale) Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode will now be called (not-so-deep inhale) La Fédération de la Haute Couture et de la Mode. That's about half as many words as before and probably a lot more SEO-friendly — yay! The logo, a black-and-blue graphic showcasing the initials acronym (FHCM), will also reflect the federation's new name. A representative for the FHCM did not immediately respond to Fashionista's request for comment.
"It was too long, and needed adapting for the 21st century," Executive President Pascal Morand told WWD. "We wanted something that was clear, simple and contemporary and that reflects what we are." The overhaul was a long time coming: The FHCM was formed in 1973, and the three trade associations that fall under it were founded as early as 1868; those official names, however, will remain the same.
More changes are still to come: The FHCM will debut a brand-new website and an updated Paris Fashion Week app this fall.