Rev is a brand founded by Laurent and Arik Bitton (the masterminds behind Iro) that was launched to much fanfare and some confusion in the fall of 2023 in a collaboration with Martine Sitbon. Here’s the deal: Rev was conceived as an umbrella project. It was designed by the Bitton brothers, who will invite several designers to revive their designs through short-term collaborations. After the logistics of this new and growing company have been arranged, part two of the Sitbon project is scheduled for spring 2025.
In the meantime, the brothers seem happy, if a little overwhelmed, by the response to Rev, which Arik attributes to the brand’s blend of “innocence.” [and] rebellion.” It is therefore no wonder that the duo ended up in Lux Lisbon, the main character of Sofia Coppola’s 1999 film. The Virgin Suicidesas inspiration for the new season.
Because the director himself is a fashion icon, and is very much in the news with the release of Priscilla, this principle yields results on more than one front. Interestingly, the brothers played less with ’90s references than with ’80s ones. They said they were drawn to the strength and androgyny of that decade’s aesthetic, which inspired the oversized jackets here, generously cut jeans and second-skin leggings. There’s a retro-futurism in some of the draped looks and perhaps a nod to Christophe Decarnin’s Balmain in a red sequin dress with wide shoulders, nicely accessorized with leg warmers.
Even in photos, the care the Bittons take with fabrics is evident. The core of their proposal is sweaters that fit close to the skin, move with the wearer and can easily be worn on top of each other. Rev may not be reinventing the wheel, but it’s certainly creating some French girl attitude.
