With innovation infused at every level of the brand, it was only fitting that AZ Factory would create state-of-the-art customer experience at all touchpoints, too. The near-field-communication (NFC) experience was born from a desire for increased customer engagement, as well as seamless and transparent access to product information. The technology (also used in contactless payments) provides an innovative way to embed digital content into garments, with the clothing’s tags as the activation point.
When developing the brand, it felt essential to designer Alber Elbaz to incorporate a space which would feel more meaningful than a traditional customer shopping account. From there, the Alber & Amigos world was born. “A few years ago, while attending a U2 concert in Paris, Bono dedicated the song “Beautiful Day” to me on stage. I was so touched - as a thank you I posted a selfie of us on my then-new Instagram account. New to social media, I was told to add a “hashtag.” I wrote what came to my heart: #alberandamigos. I continued to use it for the posts that were dearest to me, when I was with my closest friends. When we began AZ Factory, it was important for me that my customers also be like my friends. Over time, I hope to get to know each and every one of the amigos better. With this friendship, I will continue to create beautiful, purposeful fashion that responds to their needs with style.”
Tapping a smartphone to the garments’ tags, in essence, is the gateway to the Alber & Amigos space. Upon entry, visitors gain access to three areas: Amigos HQ, The Factory and My Studio. As its name indicates, the first serves as the central hub of the experience, its starting points. Here, customers will have access to their personal avatar, latest AZ Factory news, and other surprising and entertaining content. Swiping left will lead to The Factory space, home to the brand’s content, as well as exclusive product information, made uniquely accessible to Amigos. Swiping right, on the other hand, opens into the Studio, a personal space for playful expression. This is where Amigos can share and celebrate their style, save looks from The Factory and participate in activities which, in turn, allow them to move up within the program.
The NFC-enabled Alber & Amigos experience is compatible with most iOS and Android smartphone devices, and further information is accessible at azfactory.com/NFC
Nestled in a building built by French architect Jean Nouvel, the Fondation Cartier for contemporary art has developed a program of multidisciplinary exhibitions that takes its visitors on surprising journeys, provoking unexpected collisions of artists, scientists, philosophers, musicians and architects. Over more than 25 years, the institution has evolved and transformed, with each exhibition leaving its unique imprint on the building. AZ Factory has been housed by the Fondation, lending an exceptional place to build our brand from the start.
Renowned at home and abroad for his unique approach to architecture, Jean Nouvel took on the challenge of harmoniously combining 1200m2 of exhibition rooms and six floors of office space (part of which now hosts the AZ Factory teams) on Paris’ boulevard Raspail. The building’s majestic glass galleries look down into the surrounding gardens, and the reflection of trees, plants and the sky on its multiple façades confer an unexpected but peaceful quality to the structure. This indoor/outdoor aesthetic offers visitors the impression of traveling through an evanescent building. The architecture of the Fondation Cartier also sets the tone for its artistic programs. Artists are invited to conceive temporary exhibitions in situ, forming a true dialogue with the space. Each showcase allows for a different view of the building, with each artist offering a truly unique vision of their surroundings through their work. The Fondation’s garden is itself a work of art, commissioned to artist Lothar Baumgarten. Created around a modular structure, it reflects a perpetually-evolving, hybrid nature. As a significant conservation space, the garden is also home to numerous endangered animal and vegetal species.
To discover our office, we welcome you to check our Instagram account @azfactory.
Meet the artists behind the newest additions to the Switchwear Story! Hailing from all over the world, David Tavčar, Zora Stančič, Tijana Tripkovic and Iracema Trevisan created the colorful, optimistic pyjama designs with AZ Factory to reflect the current collective mood. The beautifully decadent pieces, which bear names like “The Kiss”, “The Hug,” "I Love My Body" and “You're a Star,” were mainly designed remotely, via Zoom.
As true multi-disciplinary creatives, the artists drew from personal influences including contemporary art, textile, film and electronic music to create pieces that carry depth and significance.
Trevisan blends elements of nature and technology in her work, whilst Tripkovic includes references to the female form as an expression of self-love rather than sexuality. The result is an edit infused with meaning. We sat down to get to know each of the artists, and took a peek at their creative processes to learn about the hopeful messages of love and togetherness behind their work.
LINK OF THE FULL Q&A HERE
“In My Own Skin” was born of a collaboration between Lebanese artist Aziza and AZ Factory, to celebrate the brand’s launch.
The track, intended as a personal anthem and ode to women everywhere, is a personal and emotional song celebrating female strength, confidence and inclusivity and as such, it carries with it the values of Alber Elbaz’s new label.
After her initial conversation with the AZ Factory team, Aziza reports, the lyrics and melody came to her naturally and clearly to embody the confidence that the inaugural MyBody collection was meant to convey to its customers. As a woman who herself has spoken up for female empowerment throughout her career, the opportunity was ideal to amplify a meaningful cause.
When she presented the final track to Alber Elbaz, the designer requested to hear the lyrics a cappella. Just as his designs are meant to make women “appear, not disappear”, he wanted to hear Aziza’s voice simply, clearly… and unadorned. The acoustic version of the track was born of this exchange, and recorded in the artist’ hometown of Beirut. Aziza’s message to women around the world is an uplifting one: “No matter where you are in your life right now in such uncertain times, no matter how scared and lonely you might be feeling, no matter how uncomfortable you are in your own skin […] and no matter how those around you are making you feel right now, […] just smile and say: I am safe, I’m strong, I’m the truth... I’m not afraid."
In My Own Skin by Aziza | Aziza | Free Listening on SoundCloud
In My Own Skin (Acoustic Version) by Aziza | Aziza | Free Listening on SoundCloud
Ever wonder why men's clothes always have the closures in the front, while women's styles are always in the back? Alber did, and he set out to find a solution!
Discover the signature chain zipper from AZ Factory. Inspired by wetsuit leashes that allow for a fast and easy zip, the AZ Factory chain zipper is designed to unclip to create a leash-like system that let's you dress with total independence. Clip the chain back on to adorn your dress or unclip it completely and keep the chain as an accessory for later. It's up to you!
See the full MyBody Story here.
Discover the MyBody Puff Shoulder Dress in black.
Discover the MyBody High Neck Bow Dress in black.
Discover the MyBody Strap Dress in black.
Discover the MyBody Puff Sleeve Dress in black.
Switchwear is here. Smart solutions for stylish dressing.
From bed, to Zoom, to yoga, to the supermarket, to couch, to date night – every look changed in under 60 seconds. Dream it, believe it, achieve it, thanks to AZ Factory. Alber Elbaz strikes again with Switchwear, a new product story to take you from cozy to couture (and back!) in seconds.
Discover the full Switchwear story here.
Mix & match these versatile pieces from desk to dusk and find the ideal combination. Discover our range of intentional pieces, created for infinite mixing and matching: the upgraded wardrobe essentials will seamlessly pair with each other to take you instantly from loungewear to high fashion. Enjoy uncompromising comfort and reinject some fun into the process of getting dressed!
You’ve been expecting them… The Pointy Sneaks have arrived. An innovative, hybrid design from Alber Elbaz combining the comfort of a sneaker and the stylish details of a pointed-toe shoe. The Pointy Sneaks are intended for (your) life on the go.
...Run, do not walk. This first drop be around for long. Click here to shop Pointy Sneaks.
Sharp edges and sleek, elongated lines highlight a lean silhouette, and the curved arch of the sole creates the illusion of a taller figure. The rubber and neoprene body of the shoe molds to the foot, providing comfort and stability, and the performance-like construction protects the foot by absorbing impact, for better overall mobility. The lightweight design has a second-skin feel to it, perfect for life on-the-go.
"We've never been asked to do this before..." - That's what the AZ Factory team loves to hear when meeting with our partners the first time.
We collaborate closely with our suppliers and manufacturers in the pursuit of true innovation, taking the time we need to get it right. In the case of Anatoknit and the MyBody product story, Alber asked the design team to work like engineers, merging technology and design to sculpt the body. It took 9 months of back and forths with our partners to get the perfect fit.
Turning dreams into reality is our day job. Sometimes dreams can be nightmares, but this is when it becomes interesting. Although not always easy! We can let go of those nightmares when we find solutions. We turn these nightmares into dreams again. - Alber Elbaz
AnatoKnit is AZ Factory’s new innovative knitwear technology composed of ENKA® Viscose and Lycra. This ultra-soft and flexible textile is specially engineered to strategically sculpt and support the body, while allowing for breathability and comfortable movement. Different knitting techniques, invisible to the human eye, work with the natural curves of the body to provide gradual compression in specific targeted areas. The result is a smooth, streamlined silhouette that simultaneously hugs and shapes you.
Shop the MyBody product story now here.
Our third product story, SuperTech-SuperChic, takes hi-tech to high-fashion. Eco-dyed nylon microfiber fabrics traditionally used in activewear are now transformed into seasonless fashion pieces inspired by couture.
Coming soon in late Spring.
The inspiration for our second product story, Switchwear, came from the desire to give the gift of time. Switchwear promises a quick look transformation, going from leisurewear to fabulous in under one minute with bodysuits, hoodies, pyjamas and glam duchesse add-ons made from recycled yarn.
Coming early March - stay tuned!
AZ Factory brings you Pointy Sneaks, combining the comfort of a sneaker with the elongating visual effect of a pointy-toe pump! Can you run in your pumps?
Discover all the Pointy Sneaks here.
With AZ Factory’s first product story, MyBody, Alber re-imagined the little black dress for today. The MyBody dresses, tops, and leggings are made with AnatoKnit, a specially engineered knitwear that gently shapes the silhouette while providing support and comfort.
For the first product story from AZ Factory, Alber Elbaz wanted to re-imagine the little black dress - the most iconic and essential piece in a woman's wardrobe. And to give it a new purpose. A dress that can “HUG” you. That makes you feel it was done JUST for YOU.
Each piece from the MyBody product story is designed with AZ Factory’s AnatoKnit technology to smoothly hold the waist and backside. Thoughtfully intended to look good on all body types, these pieces comfortably hug and shape your silhouette while enhancing your natural curves. The boning at the back supports your posture. And ergonomic design features allow for movement and breathability. The signature AZ Factory zipper is featured here first, allowing for easy closure without help.
AnatoKnit is AZ Factory’s new innovative knitwear technology composed of ENKA® Viscose and Lycra. This ultra-soft and flexible textile is specially engineered to strategically sculpt and support the body, while allowing for breathability and comfortable movement. Different knitting techniques invisible to the human eye work with the natural curves of the body to provide gradual compression in specific targeted areas. The result is a smooth, streamlined silhouette that simultaneously hugs and shapes you.
See more about the MyBody product story here.
LauWith a lot of dedication, hard work and love from the AZ Factory team and our amazing crew, our SHOW FASHION came together for the launch.
Take a look behind the curtain on set with the team and our beautiful cast of women.
Alber Elbaz never wanted AZ Factory to launch with an every day fashion show. From the beginning, he had in mind something bigger. How could he explain to the world what was in his heart?
Something entertaining, of course. Alber was sure that the presentation had to make us laugh. It definitely needed some education elements to really explain the details, the struggles and the triumphs of the research and development around the products. Moments of emotional reality - a bit of vulnerability and humility is part of our DNA. And above all, it had to be FASHION! What else?
The solution? The SHOW FASHION from AZ Factory!
For our friends in China, watch the film here.
Want to get to know the man behind the brand?
Alber Elbaz was born in Casablanca, Morocco, and raised in Israel from the age of one. He studied at the Shenkar College of Engineering and Design. In 1985, he started his work in fashion in New York with the iconic designer Geoffrey Beene, staying on for seven years as Head Designer. In 1996, Alber became the Design Director at Guy Laroche in Paris, before succeeding Monsieur Yves Saint-Laurent at YSL as Creative Director of Rive Gauche from 1998 to 2000.
In 2001, Alber started his 14-year tenure as Creative Director at Lanvin, earning critical and commercial success for the house, and cementing a worldwide reputation as a beloved designer. In 2019, he announced AZ Factory in partnership with Richemont. AZ Factory is his return to the work and the people he loves. It will also manifest his dynamic new approach to innovation and design, as well as his unshakable attention to the real needs of women globally.
A few years ago, while attending a U2 concert in Paris, Bono dedicated the song “Beautiful Day” to Alber on stage. He was so touched - as a thank you he posted a selfie of the two of them on his new Instagram account. Alber was told that he should add a "hashtag" on the post. Not knowing what that meant, he wrote what came to his heart: #alberandamigos. He continued to use this hashtag for the posts that were dearest to him, when he was with his closest friends.
When we began AZ Factory, it was very important for Alber that everyone we interact with be treated as friends - and especially our customers. That's why our membership program and our community is now called Alber & Amigos - to keep you all close to our hearts. Over time, we hope to get to know each and every one of the amigos better. With this friendship, we will continue to create beautiful, purposeful fashion that responds to your needs with style.
Head here to sign up for Alber & Amigos.
And here to see the original Alber & Amigos post from Alber!
We are so happy to have you with us here at AZ Factory as we open our virtual doors for the first time. We strive to marry smart product design and educational entertainment in an innovative way, with the promise to surprise, delight and, most of all, bring purposeful, beautiful fashion into your life.
We are on a journey to design beautiful, purposeful, solutions-driven fashion that works for everyone. We are life, not just lifestyle, a place to experiment and try new things, our way. - Alber Elbaz
Learn more about AZ Factory and our mission here on our About Us Page.
For press materials, please head here.
