How would you characterise this season?
We skipped last season, so we took time to redevelop the brand, and above all, redefine the artistic direction.
How did the fund-raising go?
The €1 million fund-raising enabled us to move in a new direction. There’s a real desire to focus on clothing. The question was how to strike a balance between the creative process and developing the commercial side. The team has grown from two to eight people.
How would you define the change within the company itself?
It's not just a question of image, but of clothing, which has to remain identifiable at all times. The new artistic direction is a 20 to 25-year-old girl going into her grandmother’s wardrobe to mix vintage with urban and contemporary pieces. We keep the authenticity of the know-how through upcycling, but also the development of tweed and embroidery, which represents 50 percent of the pieces produced. Instead of a fashion show, we're doing a very scenographic presentation in the former Habitat boutique, Place de la République. The showroom is on the same site, which is simpler for logistical reasons.
Why this format?
I chose this format to better explain the narrative, which takes place in a flat from the 1950s, with mannequins moving around the dining room, living room, kitchen and bathroom. I remain attached to my Moroccan culture, as evidenced by the embroidery and the chechias. It’s a mix with a transgenerational look, anchored in a reality.
What are your expectations for 2025?
To achieve what we've set out in our business plan.
By Laurence Benaïm.
This interview has been lightly edited.
