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Kering Is Sharing

PPR celebrates its new identity

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Oh Land, in Saint Laurent   
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Last month, PPR, the French luxury company that holds stakes in brands such as Alexander McQueen, Saint Laurent, Stella McCartney, and Christopher Kane (see our Kane profile), changed its name to Kering—a word that Laurent Claquin, the head of Kering's American operations, says better reflects how they like to do business. Ker means home in Brittany, ing denotes action, and, of course, it sounds like caring. Yesterday evening, at a sprawling loft in Chelsea, Kering hosted its coming-out party, and the likes of Graydon Carter, Julie Gilhart, and Cecilia Dean all came to toast the swap. "We're changing the identity of the group," said Claquin. "It's a new name, a new signature, and we really do care—about our brands and our people."

The group tapped blogger Garance Doré to help get their message across via a series of five short films—one of which played at the party. "I was nervous! This was a new way to do an interview for me," said Doré, who speaks to the likes of François-Henri Pinault and Christopher Kane in the films. "I'm going to London to do Sarah Burton next."

After nibbling on caviar and sipping glasses of wine, guests were treated to a performance by musician Oh Land, who was dressed in a full Saint Laurent look—complete with one of those giant floppy fedoras. "It was a little more challenging than I thought," said the singer of bouncing around onstage in Slimane's Spring ’13 minidress, which boasted what she accurately described as a really, really long train. So what does the chanteuse think of the new title? "When I heard it, I thought it sounded very edible. Very yummy. It's better than PPR. PPR didn't sound edible."

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