The world of fashion, beyond the hype
Label AÉ was born out of a realization that all cultures are full of beauty, and that fashion is a great way to encourage relationships and bonding. Whether in Paris, London, New York or Milan, anyone can now wear clothing or accessories that tell their own story, with their own roots.
Label AÉ (AÉ for Affaires Étrangères, which means Foreign Affairs) identifies designers for you, selecting the ones that wish to share and exchange their expertise. And because fashion is all about craftsmanship as well as art, we put it in perspective with other artistic fields.
Who is your label aimed at?
First and foremost, women who like fashion. The kind of fashion that uses pieces from other cultures as its inspiration, every year, adopting and adapting them in their own style. Label AÉ is aimed at anyone who has a feel for the sense of harmony exuding from a traditional Mongolian costume, the blend of colors in Masai costumes, the outfits worn by the Tuaregs, traditional Guatemalan woven fabrics and refined Japanese kimonos. Because it’s clear that expertise has also developed and grown elsewhere, just as beauty speaks through the material, cut and shape of a dress, coat or piece of jewelry elsewhere.
In addition, Label AÉ is aimed at women as well as men who want to experience fashion through art, exploring and relationships with others. This concept store aims to send everyone on a true journey.
What is your background?
I come from Lyon. After studying architecture, I joined a famous ready-to-wear brand. I stayed there for 20 years, including ten years as International Business Director.
What made you want to create Label AÉ Paris?
This international experience allowed me to observe a trend: the standardization of the fashion offer, from Dubai to Helsinki, from Riyadh to Reykjavik. In 2002, I discovered Kuwait. It’s a real shock, a kind of revelation… I was intrigued by the care given to the abaya, this long, generally black piece that most Kuwaiti women wear: a vaporous effect, rich fabrics, embroidered, sometimes jagged. or highlighted with sequins …
Each woman gave this uniform element its own, unique, exclusive character. With the development of luxury and ready-to-wear brands, the abaya was less present and I could see what Kuwaiti women wore. Colors, layering of pieces, interpretation, adaptation, femininity defined the allure of these women …
They mixed traditional and cultural dress codes with Western codes and managed to create original silhouettes, mixing cultures to breathe a new identity into fashion products. The Kuwaiti woman has been able to provide her alternative to the standardization of the fashion offer, by playing on singular combinations. It is from this observation that I laid the foundations for Label AÉ Paris: a transcultural label that brings together fashion, art forms, discovery and exchange.