Christian Cowan talks business, brand expansion plans and shoe launch

While his eponymous label is rooted in camp, glamor and extravagance, Christian Cowan has serious aspirations for his label, hoping to promote it into a lifestyle brand akin to Versace, he said. he declares.

At 28, Cowan is not just creative director but CEO of the company, which is in expansion mode.

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In January, the designer launched the Essentials line. In March, he opened the doors of his first flagship in the SoHo neighborhood of New York. It’s part of an ongoing pop-up retail strategy where Cowan’s goal is to move to different cities, with Las Vegas being next on his list. And most recently, in August, Cowan announced that it had officially expanded into a four-season fashion calendar, marked by the launch of its first resort collection.

“I have matured a lot during the pandemic as a businessman. Because for the first time, I wasn’t caught up in the daily hustle and bustle. I had time to sit down and say, ‘What really works for us? Which it isn’t,” he said.

Christian Cowan models his Crocs collaboration.  - Credit: Kimber Capriotti

Christian Cowan models his Crocs collaboration. – Credit: Kimber Capriotti

Kimber Capriotti

Until this year, the company was self-financed. Cowan has since found a minority investment, he said. “It goes back to what has changed during the pandemic, from my perspective, – thank goodness we have various sources of income. We don’t just make money selling to wholesalers,” Cowan added, noting that his DTC business makes up the majority. partnerships, such like the one with Crocsare also essential for businesses.

Wholesale still remains important, but Cowan is getting more intentional with its partners – Saks Fifth Avenue being one of them.

“I’m not interested in having three pieces on a rail in a department store. It’s really about [finding] strong partners who place big orders and promote us on their channel,” he said.

Anna Irving, SVP, GMM Women’s Designer Ready to Wear, Saks, added: “Christian always surprises us with what he comes up with next. He embraces maximum fashion and never compromises his point of view. Her ability to dress powerful women and produce business collaborations with a range of brands shows her promise of becoming a household name.

Additionally, Cowan is expanding further into the footwear world with the launch of its own line, which is set to debut early next year. Some of the prototypes, including feather green and pink boots and metallic ankle strap platforms, could be spotted on her Spring/Summer 23 runway.

Launch the gallery: ‘SNL’ Star Chloe Fineman x Christian Cowan: The FN Cover Shoot

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