Marc Cain is this month launching a new label with the debut of Marc Cain Glam. The company said the new collection “combines sophistication and exclusivity, featuring vibrant colours, fine fabrics and magnificent prints that have been developed in conjunction with AI software, turning every piece into innovative art”.

Marinela Oglan, Head of Design Glam, and Mioara Buda, Senior Designer, said in a press statement: “In response to the ever-evolving landscape of fashion and to our customers’ growing desire for attire that dazzles at special occasions, we proudly introduce Marc Cain Glam, our newest fashion line. Our first collection is a real highlight, and it is all about versatility, offering looks that effortlessly transition from daytime chic to nighttime glamour. With styles designed to make a statement, our pieces ensure you’ll shine from dawn till dusk.”

It’s an interesting development that underlines the recovery in the market for dressing up, a part of the fashion sector that fell off a cliff during and after the pandemic. Not only were weddings, gala events and red carpets cancelled, but the everyday socialising and travel for which consumers would buy something ‘glam’ were put on hold too. 

The launch of a dedicated collection is the surest sign that the market is back in full swing.

But it’s also interesting that the business has harnessed AI software to create the offer, something we’re likely to see more and more often from now.

The first collection launching in June is Floralia Sunset. It features dark violet, bright magenta, fiery orange and a radiant, bright yellow – “making the pieces reminiscent of a summer sunset”. Whether classic designs or colour blocking, the pieces have been created to be mixed and matched, with “feminine” silhouettes and “opulent details such as glittering sequins”.

The second collection, Leo Finesse, will launch from September, focusing on Marc Cain’s typical Leo designs, while the third collection, Starlight Countdown, will be available from December.