Lately, French brands like Sandro, Maje, Zadig & Voltaire and Comptoir des Cotonniers have put down roots in the United States to make their mark.
Macy’s wants in.
“We have been looking at the influence of the invasion of all these French brands that are coming and making an important appearance in the states,” said Nancy Slavin, senior vice president of marketing, Macy’s Merchandising Group. So to put its stylish foot in the game, Macys is launching a new line, Maison Jules, joining Bar III, Kenise and Rachel Rachel Roy in Impulse. “We’re building a collection that really sort of emulates what this classically French chic ingénue has in her wardrobe, and we’re bringing it to Macy’s,” said Slavin.
The department store will launch the line in August in 151 stores with a fall collection of everything from striped knit tops to flirty polka dot dresses aimed at women 18 to 30.
One way Macy’s is hoping to reach their target audience is with the help of French blogger Garance Dorèwho shot the visuals for the collection with fellow French IT girl, Jeanne Damas. “I think what fascinates American women is the easiness of the French style,” said Dorè. “We’re less into trends. We’re more into what really looks good on us.
And who doesn’t want to look French? Well played, Macy’s, well played.