Seedy Tricks

Azzaro’s new artistic director Olivier Theyskens’ is making a buzz with his video starring singer Sylvie Kreusch, unveiled for the Paris Haute Couture Digital Week, a glimpse of his maiden collection – 80s-inspired, sparkly, and sophisticated – a true nod to the sensual and flamboyant roots of this French maison.

Lifestyle Insider Singer Sylvie Kreusch

To unveil newly minted artistic director Olivier Theyskens’ first creations for Azzaro Couture during Paris Haute Couture Digital Week, the Maison has given carte blanche to Belgian-born musician Sylvie Kreusch and Belgian director Lukas Dhont. Olivier has got this all-Belgian cast from his native country to showcase his latest creations in a glamorous, pop, 80s-inspired music video entitled ‘Seedy Tricks’.

Lifestyle Insider Sylvie Kreusch wears Azzaro Couture by Olivier Theyskens

In this retro-inspired four-minute video, in sync with the rhythm of drums, the portrait of a woman with an incandescent craving, marked by the absence of the one she desires, turns into a feverish hallucination. Throughout the sequences of the film, the silhouettes created by Olivier Theyskens are revealed. Sylvie Kreusch sings about her ‘seedy tricks’, on stage, with a spotlight trained on her, while wearing pieces from Azzaro’s collection, with her red hair forming a magnificent halo around her, as she stares sultrily into the camera. The designer reinterprets the iconic three-ring motif of the House with embroidered crystals featured on a long slender silver lurex velour dress that is fluidly draped.

The signature three-ring motif is also elongated to highlight the natural curves of the body on a long black willowy dress with structured shoulders. The coatdress imposes itself by its perfect tailoring and the sophistication of its ornaments. In triple black crêpe or in a mix of jacquard and lurex lace, it is in both versions adorned by crystals that highlight the collar, the pocket and the cuffs.

Lifestyle Insider Sylvie Kreusch in the video

Inspired by the heritage of Loris Azzaro, known for its stunning embroideries and daring cutouts, Olivier Theyskens embraces the Couture savoir-faire of the House. In a free interpretation, the designer seeks through the apparent simplicity of the cuts, dear to the founder of the House, to give women freedom of movement, glamour, and sophistication.

Olivier Theyskens has infused his style and a new energy into the collection, that echoes the striking and singular universe of the artist Sylvie Kreusch directed by Lukas Dhont and Alessandro Cangelli, and styled by Tom Eerebout. This film was created especially for the Paris Haute Couture Digital Week, with Azzaro’s new-found muse Sylvia Kreusch, who is making waves in Europe.

Lifestyle Insider Singer Sylvie Kreusch performs her 'seedy tricks' on stage wearing Azzaro


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.

It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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