Rev is a brand founded by Laurent and Arik Bitton (the masterminds behind Iro) that launched with a fall 2023 collaboration with Martine Sitbon to great fanfare—and some confusion. Here’s the deal: Rev was conceived as an umbrella project. It is designed by the Bitton brothers, who will invite various designers to revive their designs through short-term collaborations. Having ironed out the logistics of this new and growing business, part two of the Sitbon project is slated for spring 2025.
In the meantime, the brothers seem pleased, if a bit overwhelmed, by the response to Rev, which Arik attributes to the brand’s mix of “innocence [and] rebellion.” It’s no wonder, then, that the duo have landed on Lux Lisbon, the protagonist of Sofia Coppola’s 1999 film The Virgin Suicides, as inspiration for the new season.
As the director herself is a fashion icon, and very much in the news with the release of Priscilla, this starting point delivers on more than one front. Interestingly, the brothers played less with ’90s references than those from the ’80s, saying that they are attracted to the strength and androgyny of that decade’s aesthetics, which inspired the oversized jackets, generously cut jeans, and second-skin leggings here. There’s a retro futurism to some of the draped looks and perhaps a nod to Christophe Decarnin’s Balmain in a wide-shoulder red sequined dress, which is nicely accessorized with leg warmers.
Even in photographs, the care the Bittons take with fabrics is evident. At the core of their proposal are jerseys that sit close to the skin, move with the wearer, and are easy to layer over. Rev might not be reinventing the wheel, but it’s delivering French-girl attitude in spades.