Some time ago, Ann Chapelle, owner and CEO of  BV32, a company that runs Belgian fashion houses Ann Demeulemeester and Haider Ackermann, was pondering the state of the fashion industry. She hardly liked what she saw – a world dominated by marketing and designers diluting their brands by sticking their name on anything from house paint to helicopters. In this world, branding trumped quality, and young designers could hardly develop their own voice.
     To change the status quo Chapelle created a new project, called “…a moment in…” At its core is a platform for creating and distributing clothes and accessories – “… a moment in…” is neither a fashion house subjected to the whims of a star designer, nor is it another uninspired luxury goods manufacturer. Its goal is to introduce different lines of products in limited quantities, concentrating on design and quality. Each line, introduced at six-month intervals and then continuously run, will address different market segments. Each will be created by a young designer, and allow the expression his or her vision. “One of the reasons I wanted to create this project is that there are so many young talented designers who struggle to get on their feet,” Chapelle says. ”This project allows them to apply their skills.” At the same time, each designer will have the support of a team of nine professionals familiar with different aspects of the business, handpicked by Chapelle herself. The first line, women’s knitwear, was launched in March 2009. The heavy wool and cashmere knit pieces are cozy, understated, and luxurious.