New Sezane: Yes or Mess

@selloutartist

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SoundTikTok sound · original sound - selloutartist

Promoted product

Sézane

3 videos3 creators

Why it worked

The video taps into a common sentiment among fashion enthusiasts about brand evolution and the potential loss of a brand's original identity. By directly addressing the "rebrand" and "new collection," it appeals to followers who are invested in the brand's aesthetic and may share similar concerns about its direction.

Summary

This video reviews the new Sezane collection and rebranding, questioning if the changes align with their previous aesthetic. The creator expresses disappointment with the new direction, finding the pieces too masculine and overwhelming for petite frames, contrasting it with other brands like Massimo Dutti and COS.

Structure

1Introduction to Sezane's rebranding
2Creator's initial reaction and critique
3Comparison with other brands
4Discussion of specific product pricing and materials

Original caption

New Sezane Campaign and Rebrand: Yes or Mess #sezane #fashiontrends #styleinspo #OOTD #coolgirlstyle @Sézane

More from @selloutartist

Product placement

Sézane: ACTS - This is a fashion brand whose new collection and rebranding are the subject of the video. Removing it would change what happens in the video. It is the primary focus of the video. Instagram: APPEARS - A social media platform shown as a screen recording. Removing it would not change what happens in the video. Suzanne Tote Bag: ACTS - A specific product from Sézane that is shown and priced. Removing it would change what happens in the video. Basile Bag: ACTS - A specific product from Sézane that is shown and priced. Removing it would change what happens in the video. Massimo Dutti: APPEARS - A brand shown for comparison. Removing it would not change what happens in the video. COS: APPEARS - A brand shown for comparison. Removing it would not change what happens in the video.

On-screen text

New Sezane: Yes or Mess FALL 2026 CAMPAIGN

Transcript

Sezane got a facelift, but is it a glow up or a make over? Let's investigate. In case you're employed, Sezane has been rebranded. New logo, wiped on Instagram. This re-vamped campaign and Sezane girls are enraged. Gone is the soft fem Parisian princess. Instead, we've got this massified, beautified, post quiet luxury. I call it the 'Philo-fication' of mass fashion. Now also available at Sezane. More capacious silhouettes, less of the intricacy. Sezane is known for its higher prices. The Basile Bag, $445. Massimo Dutti, COS. Brands are allowed to evolve with the fashion cycle. But are they allowed to leave the customer behind? I really don't like any of it. I'm quite petite (4 foot 11) and one of the things I loved about Sezane was that a lot of the pieces were delicate and feminine. All of this chunky clothing will look absolutely ridiculous on me and drown me. It all looks massive, thick and masculine! I wouldn't buy a single thing. I really didn't want to be negative either but it looks like I'll be saving some money. $240, 30% Polyamide. Women's Designer Sweaters. Miu Miu, Lemaire. When second hand fashion exists.