Who is behind the brands "Le Temps des Cerises", "LESNOB" and "Vetements"

If the majority of brands use the name of their creators, others opt for names or phrases that seem to have no obvious connection with the clothing universe. Yet behind LESNOB, Vetements and Le Temps des Cerises hides a real story.

In haute couture, designers use their names -Christian Dior, Chanel, Jean Paul Gaultier, Schiaparelli…-. Rare are the couturiers who, like the On Aura Tout Vu duo, use a phrase to describe their brand. Conversely, in ready-to-wear, singular names are common: Paulette on a bicycle, La Fée Maraboutée, Aux Corps Anonymes, Des Petits Hauts, Rives, Louvreuse, Monsieur Poulet, Fête Impériale, Cuisse de Grenouille, Devastated, Depressed Rich Children , Les Petites, Le Bijou Parisien, Amahlé ("those who are beautiful, those who are beautiful in Zulu),...

"X traps to avoid when finding a name for your brand"

Finding the right name for your brand is a challenge as Pierre Chanut explains in his little guide "X traps to avoid to find a name for your brand" published by Editions La Passe Vent. In the preamble, the author invites you to reflect on a quote from the poet and publisher Thierry Renard : "When it comes to, yes, describing an object or expressing a feeling, naming things well can seem tricky. Sometimes even turn out to be a daunting task. From one person to another, the elements of designation or description can be evoked differently. For what ? Because language is naturally a source of misunderstandings, misunderstandings, superfluous conflicts, inappropriate positioning". In this document, Pierre Chanut presents the 10 most common pitfalls.

LESNOB, for those who already have everything!< /h2>According to La Petit Robert, a snob is someone "who admires and imitates without discernment the manners, tastes and fashions in use in so-called distinguished circles. Designed by B.Åkerlund & Rober Lussier, the brand LESNOB claims the love of all things snob. It was born 3 years ago when Robert bought a bag at a flea market in California thinking it was a model from a big brand. that the canvas displays the "lesnob" logo. He investigates the brand and decides to relaunch it, he imagines the concept and the style. Robert tells B about his discovery and they decide to join forces. Complementary, they work so much on the creative part than on the artistic direction B. Åkerlund, born in Sweden, is a costume designer known for her extravagant style which has influenced the fashion industry, among others, for more than 20 years. She has dressed Beyoncé, Madonna, Lady Gaga, Rihanna and Britney Spears. Rober Lussier is an international artistic director specializing in the fields of luxury, fashion, perfumery and beauty. The brand aims to be fun, accessible but luxury, fashionable but timeless. The color codes are black and gold as well as the canvas displaying the logo. The quality is exceptional: the accessories are made in Italy in a factory where the manufacturers support the know-how through the apprenticeship of young people in artisanal work. Until now LESNOB offered only one collection per year but the rhythm is now increasing to 2 collections. But above all, luxury meets mobility and created the concept of "snobbility" (mobility & nobility). The result: original pieces such as the bag that can be converted into a dress with its 18-carat gold fringes, the tote-bracelet-brella (folding hat that is worn around the wrist), the incredible leather tote bag that slips on and transforms into a cardigan, the champagne bucket bag, the umbrella bag, the clutch with a sheepskin-lined lipstick pendant... They are all stamped with the sparkling golden LESNOB signature.

Le Temps des Cerises, vintage and conviviality

Gil and Lylian Richardière, father and son, created the brand in 1998 in Marseille, the cradle of denim. For years, the father managed second-hand clothes shops, including one of the most famous in the south of France, Propaganda. In view of the enthusiasm of customers for vintage, they launched a brand of jeans whose particularity is to offer vintage but new jeans… used, destroyed jeans as if they had been unearthed in a second-hand shop. All that remains is to find a name that refers to the world of vintage fashion with a French sound. Japan, after the Second World War, found itself without businesses, and the Japanese had to recycle and recondition the clothes they had available to dress themselves. The Americans, with the return of GIs to the country, exported their stock of old military clothing to Japan so that they could dress up. Thus was born the reconditioning of clothing. The Japanese have become collectors of old clothes, worshiping vintage fashion. It is also there that we find the most beautiful second-hand clothes in the world. Le Temps Des Cerises refers to this culture, recalling an important period for the Japanese: the period of cherry blossoms.They meet every year under these cherry trees with their friends and family to celebrate this period of prosperity. Le Temps des Cerises cultivates a certain idea of ​​bohemian life by the sea where we like to meet up with family or friends... Easy wear inspired by travel, encounters, a way of expressing fashion that is as cool as it is comfortable but always with the desire to remain chic.

Clothes, a wardrobe far from the uniform

Clothes is founded by Demna Gvasalia, a graduate of the Royal Academy of Fine Arts in Antwerp, Belgium. After a stint at Maison Martin Margiela and Louis Vuitton, he wants to create an innovative collective with friends focusing on designing clothes that they themselves would like to wear. The collection was launched in March 2014. The brand avoids current fashions and trends and gives the user the freedom to form their own visual identity. The pieces don't tell a story, they provide a new wardrobe allowing for an endless amount of style choices, easy to mix and match with other brands, old with new, promoting a style beyond a fashionable uniform. Vetements is inspired by a masculine wardrobe where tailoring is always the essential point. Street style is often used in collections with exaggerated proportions, contrasting silhouettes and authentic materials. The brand is positioned on the luxury and high-end market.