Rev, the brainchild of Laurent and Arik Bitton, renowned for their work with Iro, emerged onto the fashion scene with a resounding entrance in fall 2023 through a collaboration with Martine Sitbon. The duo envisioned Rev as a dynamic umbrella project, personally curated by the Bitton brothers, inviting diverse designers for short-term collaborations to breathe new life into their creations. The logistical intricacies have been meticulously addressed, and the eagerly anticipated second installment of the Sitbon project is set to debut in spring 2025.

Amidst the ongoing excitement, the Bitton brothers express a blend of satisfaction and slight overwhelm at the reception of Rev. Arik attributes the brand’s allure to its fusion of “innocence [and] rebellion.” The source of their creative inspiration for the upcoming season is Lux Lisbon, the iconic character from Sofia Coppola’s 1999 film, “The Virgin Suicides.”

Given Sofia Coppola’s status as a fashion icon, coupled with the buzz surrounding her latest release, “Priscilla,” this thematic choice resonates on multiple levels. Notably, the brothers deviated from ’90s references, favoring the strength and androgyny inherent in ’80s aesthetics. This influence materializes in oversized jackets, generously cut jeans, and second-skin leggings, evoking a retro-futuristic vibe in certain draped looks and a subtle homage to Christophe Decarnin’s Balmain through a striking wide-shoulder red sequined dress accessorized with leg warmers.

The Bittons’ meticulous attention to fabric quality shines through even in photographs, with a focus on jerseys that snugly embrace the wearer, facilitating movement and easy layering. While Rev may not be revolutionizing fashion, it undeniably encapsulates the quintessential French-girl attitude with flair. As Rev celebrates its one-year milestone, the journey of collaborations and creative exploration under the Bitton brothers’ guidance promises continued innovation in the realm of contemporary fashion.