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A.P.C.'S 30years In Fashion Unnoticeable But Eventually Remarkable
PARIS, France — “Hysterically normal” was the electronic message that flashed behind the models during A.P.C.’s presentation for Spring 2017. For once in his company’s 30-year existence, Jean Touitou was in the fashion vanguard. The men’s collections for Autumn/Winter 2017 just finished in Europe elevated the normal, the real — almost hysterically so — in the face of a world which increasingly seems neither. And, even though his press release for the collection marking A.P.C.’s three decades in business expressed his “sincere disdain for the use of a brand’s anniversary as a business tool,” Touitou allowed himself a flicker of pride. If there was a secret to his success, he considered that it might be this: sometimes boring, always relevant. The “boring” bit has often been picked on by critics, the “relevance” sometimes missed. “People want to call it fashion when there’s a story to tell but I’m not telling any story,” said Touitou at a party celebratin...
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