While mid-range fashion brands are collapsing in France, luxury and low cost are doing well.
But perhaps another path is possible with large retail brands like Monoprix, which has already accustomed the general public to fashion collaborations with cutting-edge designers?
In addition to these event collaborations (Maison Château Rouge, Laure de Sagazan, Constance Guisset, Alexis Mabille, India Mahdavi, Vincent Darré), the Monoprix collections in its name alone also stand out for their good value for money.
But now the brand is pushing the limits of its creativity and quality by tapping into LVMH’s dormant stock, to create a collection called “Atelier”.
Because the Monoprix Atelier collection is already exciting fashion enthusiasts
We speak of dormant stock to designate the ends of unused rolls of fabric, these surplus materials gathering dust in the stocks of large luxury houses. But sometimes it also falls. It is to sell and use them that Nona Source was born, a structure supported by LVMH (Loewe, Berluti, Fendi, Dior, Celine, Givenchy and even Kenzo). Monoprix then took the materials from its Atelier collection there.
The result is a collection of 11 Monoprix pieces with materials worthy of luxury, but at a much more accessible price. To achieve this goal, more than a year of work was needed, between the team of Stéphanie Michelotti (style director of Monoprix) and that of Romain Brabo (director of Nona Source), reports Fashion network.
And whoever says dormant stocks also says very limited quantities. This is why only a hundred copies per model should be offered. All at prices that are sometimes lower than the initial sales price of the fabric, explains Romain Brabo to the media specialized in fashion. They require noble materials, still allowed around a hundred euros per piece: a long pleated skirt in virgin wool and mohair will be offered for 140 euros, a long shirt in cotton poplin tied at the waist for 110 euros) or even a long oversized coat wool one for 280 euros.
Currently in production, this Monoprix Atelier collection with materials from Nona Source will be sold in a selection of physical stores and on the brand’s eshop from 25 September 2024. A date that fashion enthusiasts might want to note down in their diary…
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Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
