Fash­ion Fo­cus

WWD Digital Daily - - In Focus: Technology -

Thy­lane Blon­deau couldn't find that per­fect sweat­shirt, so she de­cided to de­sign her own. And that led to the 17-year-old French model and ac­tress — a L’Oréal Paris brand am­bas­sador — con­ceiv­ing a full ur­ban cloth­ing line un­der the brand Heaven May (af­ter her mid­dle name), WWD has learned.

Blon­deau’s fol­low­ers – she has 2.4 mil­lion on In­sta­gram alone – will be able to rock the look sold on her own site, heav­en­may.com, start­ing Oct. 11.

“I have a lot of fans, and they’re al­ways like: ‘Where did you buy this? Where did you find this?’” she said. “”And I was like, ev­ery­thing they like I am go­ing to do it for them and for me.

“I wanted to do my own brand, my own thing,” she con­tin­ued. “I love clothes.”

Her first sweat­shirt was black, with her la­bel’s logo on the back. “Then I did pants, and af­ter had to do socks and shoes — ev­ery­thing,” ex­plained Blon­deau.

Com­fort was key. One sweat­shirt has a hood that can be zipped up over the wearer’s head. “So I can hide my face — you know, when you are sleep­ing on the plane,” said Blon­deau, who has been work­ing with Paris-based de­sign­ers, send­ing them draw­ings she makes on a tablet from the south of France, her home.

Heaven May has grown to in­clude T-shirts, pants, leg­gings, sweat­pants, jeans, dresses and jack­ets, which are re­versible. The col­lec­tion launches with 36 items, com­ing in var­i­ous col­ors and prints, such as cam­ou­flage. Hood­ies will be priced at around 150 eu­ros and jack­ets at about 300 eu­ros.

Heaven May won’t stop there. “Maybe there will be a sec­ond col­lec­tion, and maybe a drop one and drop two,” Blon­deau said, adding Heaven May could grow to in­clude bags, sun­glasses and other ac­ces­sories, and pos­si­bly be­come a life­style la­bel in the fu­ture. — JEN­NIFER WEIL

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.