Lemaire revives signature label
Christophe Lemaire is reviving his signature label after a three year hiatus. The designer decided to put his line on the back burner to focus on the French sportswear brand Lacoste. However, he is planning to open a shop in Paris this October, which will feature the first designs of his eponymous label. A second shop opening is slated for December in Tokyo . The new Lemaire brand will include both men’s and women’s wear and is aimed at the â€œurban dandyâ€. The focus will be on unisex styles and clothes that are suitable for both home and street wear, the designer told WWD. Lemaire will be launched in partnership with Avant, a fashion group based in Japan where production will take place. Wholesaling will begin early next year.
Prices of the label will be affordable enough to reach a wider audience. â€œBefore, I felt captive to the designer price point,â€ Lemaire said. â€œClothes that are too expensive run contrary to my design philosophy. I’ve always wanted to make clothes with a strong point of view but at an intelligent price.â€ Jeans will retail for about â‚¬150, shirts for about â‚¬120 and cashmere sweaters for about â‚¬280.
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