![]() ![]() ![]() ![]() It was the base of my work to define the whole universe of the brand, for the designs and colours, but also for the finishing touches, packaging, shops, shop windows and pictures. A very clear group of images, words and values came out of it. When I took it over, I asked women who knew the brand to do a Chinese portrait. What I like about Molli is the fact it is a brand with a history (it’s celebrating its 130 th anniversary this year) and a savoir-faire people have appreciated for generations: knitwear. I think Molli must be in the wardrobes of women who like fashion without following every trend, the ones who love discrete luxury, pure and timeless lines. Impeccable, refined, feminine and trendy knit tops, must-haves in our wardrobes with the iconic Molli knit and its legendary “garter stitch” with trousers, dresses and skirts easy to wear, with details in the stitches, collars and cuffs. Now I’d like to carry on this desire for innovation and to offer, in addition to the birth collection (0-12 months and its famous “sleep suit” passed on from generation to generation), a collection for women in the spirit of Molli. Thanks to its savoir-faire and perfect knowledge of soft and exquisite pieces, Molli was very successful. So the brand opened a second chapter and invented clothes for babies in the 50s – the baby wear was knitted by women themselves. Then, these products have been abandoned for acrylic, which changed lingerie. Molli offered knitted underwear in a fine and delicate knit, extremely complex to make, with perfect finishing touches. It was first fine knit underwear for women, adapted to the silhouette of the time (tight-fitting dresses). Molli was born at the end of the XIXth century, when “hosiery” boomed. Opening: from Wednesday to Saturday Hours:11:00 – 20:00 Also to be found in our pop-up shop at 30, Rue du Vertbois. The Socialite Family Newborn Baby Kit €75. It’s quite surprising for this fan of magazines who could want to change her decoration all the time! Let’s meet a woman who fell in love with her occupation. We meet a woman in love with her profession and who, for the development of our newborn baby kit, did not hesitate to put her craftsmen’s expertise at our disposal by asking them to create a pair of baby slippers especially for us. Both there and in her apartment, the choices are well thought out and strong. You can feel Charlotte de Fayet’s strategy, around a discrete luxury and timeless lines, even in the architecture of the brand’s new pop up store, designed by the agency DAS. She masterfully makes Molli a reference for moms in the whole world. The Parisian learnt about marketing in prestigious companies and knows better than anyone the importance of the maxim “retail is detail”. Charlotte de Fayet wants to preserve this qualitative niche market from the ultra-competitive and fast obsolete world of fashion. First by working on the wardrobe of women, but also and mainly by prioritising the development of the brand’s fame by press and advisers. Her goal: strengthen and carry on this amazing success. After having chosen clothes for her baby, visiting shops and conducting intensive researches, she became its owner. Actually Charlotte de Fayet herself reproduced this pattern. Years spent to offer the best thanks to a savoir-faire and a unique knowledge of pieces for babies, so pleasant to wear that they pass on from generation to generation. This iconic Swiss knitwear brand – specialised in hosiery and then in clothes for babies – celebrates its 130 th anniversary this year. When she opens the door of her apartment, Charlotte de Fayet appears, radiant, wearing Molli. ![]()
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