During the Paris Fashion Week we had the chance to attend Ines de la Fressange presentation of the Autumn Winter 2020 collection. Honoured to meet such a personality, who was amiably there to meet and greet clients and journalists, we discussed branding and brand extension business with the brand’s CEO, Fabrice Boé.

M. Boé knows perfectly all the multifaceted issues about fashion and lifestyle brand management ; a former worldwide general manager of Lancôme and Hermès group, he is absolutely clean and lucid in explaining why Ines de la Fressange Paris is set to become one of the most interesting cases of convergence between a personality and a brand.

Ms Ines de la Fressange, the person, became a model at the age of 17 and was quickly spotted for her talent, becoming the first French “supermodel” and one of the most famous and successful models in the world, parading the catwalks of worldwide brands such as Christian Dior, Saint Laurent, Jean-Paul Gaultier and many more. A muse to Karl Lagerfeld, she was the first model to sign an exclusivity contract with a luxury house, becoming global ambassador of Chanel.

According to Vogue magazine, Ines de la Fressange is ”the ideal French woman“; her book “Parisian Chic” (“La Parisienne” in original language) has become a cult with more than 1 million copies sold in 17 international editions including China. If chic has a measure, 30 articles per month is her average visibility on French and international magazine and blogs, while both her personal and brand Instagram profiles count for more than 350.000 followers.

Ines de la Fressange Paris, the brand, was first launched in 1991, in partnership with the Vuitton family, and in 2013 was taken over by a pool of investors, keen to relaunch it at a global level. Ms Ines de la Fressange acts as the Art Director and is involved in all strategic orientations of the brand, while representing the brand towards the press and in public relation events. The in –house team of designers and workshop, product development, IT, web, communication, captained by Fabrice Boé, manages directly the ready to wear, leather goods and shoes collections, while other categories like eyewear, fragrances and others to come, are developed via a licensing platform.

The reason to be so confident in the brand’s future, lies not only on the notoriety and popularity of its ambassador, but in its unique proposition: Ines de la Fressange Paris is the brand which globally offers women the quintessence of chic and Parisian lifestyle, within an accessible positioning.

The brand embodies what is often called as “effortless chic”, the kind of style millions of women all over the world definitely love. In fact, Ines de la Fressange Paris has no direct competitors with a similar story-telling and in terms of price point, a perfect mix between quality and accessibility, while as a reference it may be positioned around some international brands like Isabel Marant, Coach, Kenzo, Paul Smith or Tory Burch.

A selective retail strategy is backing the brand’s development, paralleled by a direct commitment with a flagship store in Paris and a first pilot store in franchising in Lyon. Selected department stores and high tier fashion stores in the world are currently stocking the ready-to-wear collections, while AS Watson is the partner retailer for the fragrances, and some 300 French independent opticians are the outlets in which the first licensees partners are amplifying the brand’s retail reach.

The unique positioning and the amazing visibility add an interesting ingredient to the recipe: the collaborations. Ines de la Fressange Paris signed a successful global partnership with Uniqlo, while other collabs with diverse partners like Cambridge Satchel Co., DS Automobiles, Bensimon, Aigle, which is functional to enhance the brand notoriety outside its inner circle.

We will see soon some new partnerships and brand extension, as Fabrice Boé seems keen in developing the brand in a selective but straight way.

Stay tuned!