Get to Know LEMAIRE and Their Viral "Croissant" Handbag
Beloved by stars like Blackpink's Jennie, here's everything you need to know about the French label that has taken over social media.
LEMAIRE, a French designer brand co-founded by Christophe Lemaire, former Creative Director of Hermès, and Sarah-Linh Tran, has garnered significant attention on social media platforms, propelled further by endorsements from notable figures such as BLACKPINK's Jennie. Particularly, their "Croissant" bag, affectionately dubbed the cow horn bag, has taken the digital world by storm, thanks to its distinctive design and practicality.
About LEMAIRE
Christophe Lemaire's journey began with winning the prestigious ANDAM award in 1992, leading to the establishment of his eponymous brand, which initially focused on highly wearable ready-to-wear collections. With his extensive background in the fashion industry, Christophe quickly gained recognition, attracting collaboration offers from international brands.
Despite a hiatus from his personal brand in 2000, Christophe Lemaire relaunched it in 2014, rebranding it as "LEMAIRE."
Former creative director of Hermès
The essence of LEMAIRE lies in its pursuit of Quiet Luxury, although some attribute its success to fortuitously aligning with public tastes. However, the reality unveils Christophe Lemaire's illustrious career path preceding the brand's inception.
Christophe Lemaire's tenure with renowned luxury houses like Mugler, Saint Laurent, and his role as Creative Director at Hermès, provided invaluable insights and expertise, laying the groundwork for LEMAIRE.
Integral to breathing life into the brand is Sarah-Linh Tran, Christophe Lemaire's muse. Their symbiotic relationship, both personally and professionally, captivates onlookers, blending the elegance of French luxury with classical Eastern influences, birthing the poetic realm of LEMAIRE.
Simple yet Sophisticated
In a fashion world that is crazy about luxurious sparkling things, LEMAIRE chooses its own path by promoting applicability, simplicity and comfort for the wearer. A quietly luxurious aesthetic permeates every breath of the brand's design. Instead of worrying about colours and accessories keeping up with trends, LEMAIRE focuses on finding the answer to whether each customer feels confident when wearing their outfits.
During quarterly fashion shows, we rarely see LEMAIRE change designs in a groundbreaking way to attract attention or cause mixed debates on social networks. They stay true to their core DNA, using quality fabrics and sustainable designs to prolong the lifespan of each product. That collection may not be the highlight of every season, but they certainly allow for re-wearing season after season. Even when fashion trends change, LEMAIRE's clothes and accessories are not outdated and continue to be popular.
Unisex nature
Croissant bag
Central to LEMAIRE's current acclaim is its iconic "Croissant bag," drawing inspiration from the quintessential French pastry. Crafted with premium materials and thoughtful design elements for organisation, these bags have not only enhanced LEMAIRE's prestige but have also become viral sensations on reputable retail platforms.
