Fashion is a rain coat l Blizzand

René Gruau

It’s Haute Couture time… Let’s get back to fashion basics. They’re not so far from each other.
Marcel Boussac was a huge and wealthy French textile businessman in the first part of the 20th century. Someone a bit like Bernard Arnault today. Boussac is actually known for having financed Christian Dior in 1946. He made his fortune in the coton industry when after World War I he bought from the Allied armies a stock of aircraft canvas and turned it into pyjamas. He then launched the shops À la Toile d’Avion. Just like Bernard Arnault, Marcel Boussac developed partnerships with artists. In 1934, the illustrations of À la Toile d’Avion famous catalogue was signed by Kees van Dongen. Boussac was also the owner of an iconic raincoat brand called Blizzand. All over the years, the beautiful advertising campaigns were signed by René Gruau. The Royal Blizzand was an incredible and very innovative basic item designed to walk, dance and sing in the rain. Made from tergal material in the manufacture of Blainville, in Normandy, the Blizzand coats were fully waterproof. It was so performing that the olive green version was selected for the French army officers before more colors and even prints win over new customers, led by celebrities. The Blizzand raincoat was a best-seller in the Galeries Lafayette. Some are still available today on vintage platforms such as Vinted or Etsy in military, classic or even fancier versions.
So chic anyway.

Campagnes publicitaires Blizzand par Réné Gruau :

Sèverine Harzo

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