brand

Souleiado

Souleiado has been part of my life since childhood, and I wanted to set myself the challenge of rebranding the house as though I had been handed the brief. Founded in the late eighteenth century, it carries a piece of French and international fashion history: it grew out of the trade in the printed cottons known as indiennes, and it has kept that craft alive to this day, which makes it exceptional.

The rebrand runs through every register of the house: the architecture and interiors of the stores, part of the product line, including the design of a short jacket, the logo, the monogram, the colour range, and several series of fictional post-photographic shoots that set out my reading of this world.