PARIS — Emanuel Ungaro wants to rev up its men’s business.
Mounir Moufarrige, the house’s president and chief executive officer, on Wednesday told WWD that Frank Boclet has been named Ungaro men’s designer, succeeding Jose Levy, who left the company six months ago.
Moufarrige said Boclet, the former designer of Francesco Smalto, would present his first Ungaro collection in Paris on the runway in July.
“The first Emanuel Ungaro line is very small today,” said Moufarrige, who added Boclet’s mission would be to design “seductive” clothes.
Ungaro’s second Ungaro Homme label does the bulk of the house’s men’s business, which is a venture with U.K. manufacturer Marchpole Holdings. Moufarrige said sales of men’s wear accounted for about 30 percent of Ungaro’s total revenue. Sources estimated Ungaro’s total men’s sales were about $50 million last year.
“We have a wonderful opportunity to develop a more fashionable first line,” said Moufarrige. “I think Frank has a good vision to do so.”
Ungaro is owned by Asim Abdullah, a high-tech entrepreneur based in California.