My job is pretty cool at the best of times, but sometimes, I get that extra little buzz off certain projects. One of them being when I get to be part of launching a new brand. This time, it’s the new womenswear brand for House for Fraser, Maison De Nimes.
Inspired by the casual lifestyle of coast-to-coast living, Maison de Nimes takes inspiration from southern-Californian dressing with a European edge. Authentic denim is at the heart of Maison de Nimes, underpinning the laid-back and effortlessly cool aesthetic of the brand. A collection of premium separates and with a nod to boho femininity, Maison de Nimes delivers the ever timeless ‘off duty’ look.
So, my job…work with the buyers and designer to create training materials for teams in store, and ultimately set up a product launch day. The day the teams in store see the inspirations behind the brand concept, understand the Maison customer and see product for the first time including the AW16 trend packs. Objective: ensure these guys go home feeling exciting about the product and know how to sell and style this brand. No big deal.
We spent a few months prepping and planning, from creating the perfect Maison agenda that would excite and inspire the teams, to finding the right location that fitted with the LA vibe of the brand, producing goody bags with Maison merchandise and filming a brand profile video that captured the brands inspiration through to styling the Maison way.
The day was a success. It was held at the effortlessly cool venue of Carousel, 71 blandford street, London. It provided a blank canvas for us to style the place out with our LA theme.
Maison is available in stores now, it launched with its ‘North Shore’ pack. Think that beautiful beach house catching the last of the summer sun, sea air and waves. It offers a fresh palette of deep sea blues, seaweed brights and neutrals. ‘Juniper pines’ follows, the southern Californian landscape inspires this pack. Dusted palette of sage and cactus greens. Weathered greys, blues and aquas with touches of mink and taupe. Pair back those colours with authentic and washed grey denim for that perfect transitional look. You will start to see outerwear and knitwear come through for that autumnal range in their ‘Stonehaven’ pack. Texture is key here, and you will see a nod to that heritage trend come through with brushed checks and large cables. Palettes of indigo and sea blues are complimented by pine and khaki greens with a hint of burnt ochre tones.
What I wore: The beautiful glimmer kimono dress. The dress is from the ‘Esker’ pack, which will be available in stores from October. The Esker pack would have to be my favourite. Magpie midnight and soft blacks are lifted with tones of greys and warm neutrals, with highlights of matte crushed silver and rose gold are offered in the products. The dress is a lovely relaxed fit due to inspiration taken from kimono shaping and with an elasticated feature it creates a flattering silhouette around your waist. Gorgeous beading detailing finishes the dress off, perfect for Christmas time as it provides simple but elegant glitz and glamour.
I hope you check out the brand, you will find it exclusively in most House of Fraser stores and online, www.houseoffraser.co.uk
I am actually in France right now, on a mini break and i have been soaking in some early September sun. I hope whatever you have done today it has been ‘TheVery’ xx