Etudes Studio launches women's line
In the 19th arrondissement, in the heart of the Philarmonie de Paris and its surrounding circular corridors, Etudes Studio was invited to present its latest spring-summer collection under the sign of Paris.
The runway played on Parisian symbols - a map of Paris, metro ticket, signage - through clothes that united masculine and feminine detailing.
"We've been thinking about it for a long time," said Aurélien Arbet, one of the three heads of Etudes Studio. "We started to inject some women's silhouettes into our looks, and the idea to launch this collection quickly became a challenge. The idea of a single collection and a story with a few pieces adapted from men and unprecedented silhouettes adapted well to the genderless spirit of the brand.
In terms of distribution, Etudes Studio will rely on a selection of around twenty outlets, including some of their outlets already distributing their men's collection. Others will be exclusively dedicated to women with their own names such as La Garçonne in New York or The Webster in Miami. The Parisian shop on the Poitou street has been selected to share the collections also.
For the commercial part, the brand should launch with pop-ups to support its distribution in new areas like in the United States, Europe and Asia.
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