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.

Milk Magazine (English) - - AWARDS -

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.

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