Spanish Sneaker Label HOFF Marks a New Era with David Tourniaire-Beauciel

Since its launch in 2017, sneaker label HOFF has (quite literally) hit the ground running. With its array of contemporary lifestyle silhouettes, it has given fashion-conscious fans – including the likes of Sienna Miller, Alexa Chung, and more – a sleek day-to-night footwear solution.

Having cemented its signature aesthetic, the Elche-based brand is now entering a new chapter of creative evolution and boundary-pushing design. This week, it announced the appointment of David Tourniaire-Beauciel as its new creative director. Boasting decades of experience in the footwear industry, the designer brings with him a “love for all shoes, even the cheapest and ugliest,” shaping him into what he calls “a sort of schizophrenic designer.”

Though he joins the brand at a challenging time for the footwear market, Tourniaire-Beauciel intends to draw from his extensive background to evolve HOFF’s core pillars. From the Balenciaga Triple S to Chloe’s Nama, the design projects, which have immersed him in the worlds of several luxury houses, will help him to define the brand’s blueprint for future expansion.

Hypebeast caught up with David Tourniaire-Beauciel to explore his new appointment and plans for HOFF. Keep reading to find out more.

Hypebeast: How did you come to work with HOFF as its new Head of Design?
Tourniaire-Beauciel: Well, it started very simply with a call from a headhunter who contacted me a year and a half ago. I found this interesting and unexpected, so I went to meet them in Spain. We started with a light collaboration, and finally, I joined Fran [Marchena], the founder of HOFF, to start this serious relationship.

Give us some insight into the inspiration behind your inaugural HOFF collection? What sparked your interest in the 1970s?
The inspiration was a warm-up approach. First, I had to understand what kind of brand HOFF is – what are the codes, what is the classic consumer, and so on. After that, I decided to press the “creative button” to propose a collection that is the result of the HOFF DNA but with more power. Season after season, I hope to push this creative button more and more. At the moment, it is a tour de chauffe.

How did you incorporate your signature sculptural style while considering HOFF’s design pillars?
This is what I consider a gift from God. I always understand what to do, how to create the correct balance between my aesthetic, my signature, and what the brand needs. It’s a kind of sixth sense, but this is the challenging situation that I adore: to find the perfect combo.

The SEVEN collection debuts with a new campaign starring Alexa Chung. How does the ambassador embody the spirit of the range?
Alexa Chung is the perfect image for HOFF. To me, she has the same versatility; she can be super natural, but also a quite dressy femme fatale. One time with a sporty attitude and later with a super serious outfit, but without ever losing her coolness and chicness.

From high fashion heels to cult sneaker silhouettes, can you tell us a bit about your expansive footwear portfolio?
I was born in Romans-sur-Isère, once known for luxury footwear. Clergerie, Jourdan, and Kelian were big names in the footwear industry. I was immersed in this fashion reality from my childhood, but at the same time, I was also a BMX and motocross rider, and I loved sport outfits and technical footwear.

Now, I’m in love with all categories of shoes – from the flat conservative ballerina to the most conceptual boot and the craziest sneaker. All of them are important to me. I always say: one day I love junk food, the day after I eat in a Michelin restaurant. They are super different places, but they exist, and I go there for that diversity. In my designer work, I do the same, and then I mix all of them together and voila.

What learnings have you taken from these experiences, and how do you hope to implement them at HOFF?
The most important thing I’ve learnt is audacity and boldness. This is what makes the difference. For example, at Balenciaga, Demna and I decided to make a sock on a sneaker sole, and we also worked on the Triple S. No one believed in these two projects, but I had to have the audacity to defend them. Now, these shoes are icons, but at the beginning, I had to fight to make things happen. I’ve also learnt that novelty needs courage and obstinacy. Of course, you never know the result, it can be a hit or a fail, but that’s the bet you must keep in mind! I hope to bring the same spirit to HOFF.

Outside of footwear, what other projects do you have in the pipeline?
I want to perfectly restore my old 1958 4 Chevaux Renault. It’s the first car I bought when I was younger.

Find out more about David Tourniaire-Beauciel by watching the video above.

To shop the SEVEN collection, head to HOFF’s website now.

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