BUT WHO IS CARRÉMENT BEAU?
What’s in a name? This one expresses a contemporary brand at once poetic, impertinent and chic. Émilie Gaulupeau, Carrément Beau’s creative director, plays with the codes of classic fashion in search of something new. Portrait.
She pictured herself working in the luxury sector, designing clothes for adults, but an irrepressible desire for natural surroundings made her decide otherwise. Deep down inside, Émilie, the former Parisian, felt a desperate need to escape the tumult of the city. A little bird guided her to Children Worldwide Fashion (CWF) on the Vendée coast. “And why not childrenswear?” she wondered, on discovering the group for whom she was to work for the next fifteen years. The transition was actually a gentle one, since, on her arrival, Émilie worked with luxury brands catering for children such as Chloé, Burberry, and Little Marc Jacobs. Curious by nature, she gained experience in several different capacities, before being entrusted, in 2013, with the creation of the group’s first brand of its own, Billieblush, a clothing range for modern-day princesses in love with all things bright pink and just a tad eccentric. In 2015, she designed the companion range for boys, Billybandit.
That same year saw the birth of another new brand, but in a more classic vein. Émilie was then pregnant with her third child. However, letting this new challenge pass her by was out of the question. As was missing out on the initial design phase which she loves so much: alone in front of a blank page, she waits for words to come to her and ideas to emerge and take form. She worked relentlessly until the day before she gave birth and was back in the office two weeks later, together with her baby whom she was breastfeeding. “It was pretty intensive, for sure, but I have no regrets!” Given carte blanche, she embarked on the new venture with these resolutions: to tell a beautiful story interwoven with poetry and delicacy. Reconciling retro with modernity; designing classic clothes, yes, but instilled with a touch of irreverence. Putting together a “hybrid” wardrobe, in which elegance rhymes with childhood. “Carrément beau” is the name she decided to call this third brand. A mix of words used by children with a hint of spontaneity. French words synonymous with quality and authenticity. Carrément is derived from carré, i.e. square: so straight lines run across fabrics and collections; squares feature strongly, padded fabrics, too. Squares are found on the walls of the shop, which, to be truthful, bears a vague resemblance to a municipal swimming pool. It’s a magical place full of vitality, a true reflection of the brand: ready to take the plunge into the deep end of children’s fashion, after making a splash with its first appearance in 2015.