Well, Labelux acquired the company in 2011, and also appointed Martin Cooper, who has a lot of outerwear experience (he was in charge of outerwear for Burberry for a long time), the new creative director. So, the change of ownership and the change of leadership probably has a lot to do with this.
For years before that, it seemed that they'd gone for the fashion market at the expense of their core market, but without really doing a great job either. They did get some strong celebrity endorsements (like Brad Pitt), but it seemed like the line really didn't have a strong direction. It seemed geared towards middle aged Yupsters, sort of like a high end Andrew Marc, which is probably not a comparison for which they were looking.
With this, and last seasons' FW campaign, it seems that it's really shooting to establish an baroque luxury image not unlike Burberry's, but more leathered up: