Many luxury brands are back at the drawing board, reinventing them-selves with drastic brand revisions, new logos and departured designs. Bally, on the other hand, adopts a Kaizen-calm approach to its process, always considering its rich archives when moving forward.

Kaizen, a Japanese term that translates as continuous improvement, is an method based on the idea that small and ongoing positive changes can reap some major improvements (and dividends). For Spring/Summer 2019, while Bally’s Swiss heritage still gets a nod and sneakers remain key, the collection is inspired largely by vintage stores and flea-market finds. Think furry backpacks, low-armed knit vests and leather coats with plastic finishes.

Bally takes inspiration from travel to evolve its journey into the future. The brand has gained momentum under new owners, China’s Shandong Ruyi, and a worldwide eyewear partnership with Marcolin. Bally’s chief executive officer, Frédéric de Narp, says the brand is forging ahead with its entry-level luxury positioning and focusing on modernising pieces from its archive. “We don’t have a red carpet in Switzerland, so this positioning is perfect for us,” he said.

A youthful mindset informs Bally’s new focus on accessible — and practical—luxury; Napoleon Dynamite one of the characters at the core of this retro-cool approach.

THIS ARTICLE APPEARED ORIGINALLY IN THE OCTOBER EDITION OF ICON MAGAZINE.

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