New Look was founded in 1994 by Alex Delafonteyne, who had previously collaborations with Esther Ekstein and his brother Geert Delafonteyne. Initially the company was an agent for mainly British avant-garde collections such as John Richmond, Helen Storey and Liza Bruce. This attraction for top market British and American names remains a constant element in the offer of New Look.
Alex interest in arts, especially painting and literature and history, have been inspiring for the discovery and sale of several young designers, already before their commercial success. Helen Storey, Jan and Carlos, Marcel Marongui, John Richmond, Giles Rosier, Alessandro Dell’acqua are amongst them.
Through the years the company had long lasting and successful collaborations with prestigious names such as Paul Smith, Vivienne Westwood, Fendi, Alessandro Dell’Acqua, Mac Queen, Helmut Lang, Jean Paul Gaultier a.o.
Long lasting and loyal relationships with solid and important companies such as Staff, Gibo’Co and SINV take an important place in the company. This makes of New Look a unique showroom in the Benelux, that tends not only to sell a product but also a certain vision on clothing with a sensibility for the fashion of tomorrow. The link with the commercial reality is however never far thanks to New Looks own experience in retail with “A la Mode” Antwerp.