Faustine Bollaert, Isabelle Ithurburu and Ophélie Meunier have all been dressed by this famous French label.
While fast fashion rubs shoulders with the summits and is now established in renowned stores such as the BHVmedium and high-end ready-to-wear is experiencing the crisis head-on. No offense to lovers of Made in France, many French brands have disappeared from the fashion landscape after years of success. Naf Naf, San Marina…the judicial liquidations never end. However, in this ocean of fashion shipwrecks, some brands manage to get out of trouble… not without losses. Some of them are taken over by new shareholders; others imagine new marketing strategies to try to attract new customers who barely know them; the latter, finally, deploy social plans, involving layoffs, to reduce their financial burdens.
Created in 2004, this French brand has drawn out the heavy artillery to continue to have the wind in its sails. It has in turn made operational changes, closed stores in certain locations, reduced its payroll and completely redesigned its brand image. A large-scale operation which seems fruitful today: the brand thus validated, on October 3, its recovery plan for 10 years after having left some feathers. This brand is none other than Berenice.
At the start of the year, it returned to profitability after being drowning in debt. Besides the financial aspect, the label is more popular than ever in the world of TV. The most prominent presenters in the French audiovisual landscape are addicted to the label. Among them, Faustine Bollaert, Ophélie Meunier, Sophie Davant and Isabelle Ithurburu.
In its beginnings, Berenice is known for its famous sweater, decorated with bird wings on the back which eventually became its logo. On the marketing side, the brand is rethinking its image while retaining its fashion flair. His motto? “Retro cool”. In fall 2024, under the leadership of the new general and creative director Natacha Basic, Bérénice presents a collection statementacting as fashion manifestoto anchor its new identity in the minds of fashionistas who had forgotten it: thus was born BRN Studio.
The line is premium, the positioning is more upscale, the prices are higher, the silhouettes are more “grand dame”. Retro blends harmoniously with modernity, with attention to detail. Apparently classic pieces are given a new twist with a zip on the sleeve, unexpected buttons are hidden under a collar that detaches… Stylish attention to detail taken from the past tailoring of the new artistic director. And that seduces. Looking forward to seeing what happens next.
