Émoi émoi steps into denim with Love Jean
19/01/2023
The DTC brand founded in 2014 by Adèle Bounine and Nathalie Fargeon has adopted a drop-based system, releasing ten capsule collections per year, and covering a wide array of products from jewellery to children’s wear. To connect with its growing consumer base, it sets up a physical retail experience every year. In late 2022, émoi émoi had a pop-up space in Parisian luxury department store Le Bon Marché.
To develop émoi émoi’s first jeans, the founders reached out to French denim consultant Emilie Fablet, of L’indigotier, who collaborated on the 18-month development process.
A straight cut style, the Love Jean is made from a Candiani denim fabric (98% GOTS-certified organic cotton with 2% stretch fibre), and boasts a heart-shaped back pocket signature. It is being offered on a pre-order basis, on until January 24, for €139.
“We usually operate on a stock-based system,” company co-founder Nathalie Fargeon tells Inside Denim. “This is the third time we are offering a product via a pre-order process. It allows us to adjust production to demand and thus limit overproduction. Pre-order is also great for a product category that is new to us, this is our first denim item and we have decided to offer it in a wide range of sizes, from 34 to 46.” She said the brand expects some 300 pre-orders, and will produce more for those that miss the pre-order window. The jeans are manufactured in Portugal.
Image courtesey of émoi émoi
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