3 questions for . . .
Laura Gauthier, founder of Fête Impériale
A graduate of the ESC Paris Business School, Laura Gauthier went on to gain 10 years experience in digital communication. In 2003 she started with Yahoo in marketing development before going to London to work on development for John Lewis, the English department store chain. In 2015 the young Parisian with Réunion Island roots took a 360° career turn. When she returned to France, the self-taught fashion professional decided to create her own ready-to-wear brand, Fête Impériale. Today the label is available in around 15 points of sale across the world, including Korea, Japan, and Italy.
Tell us about Fête Impériale. What’s its identity?
I wanted to create a brand inspired by my birth city, Paris. I have a particular fascination for its history, especially at the end of the 19th century. It was a truly modern period when clothing had a strong social role. This was especially true for well-known personalities such as the courtesans who broke the codes of propriety. To seduce lovers, they would slip photos of themselves in the pockets of the men they desired. I like to make this parallel with today’s society which is completely digitalised and encompasses manipulating one’s image. More than ever before, fashion is ultra-industrialised, yet apparel’s primary mission is to let people be themselves. That’s why I have a practical attitude towards clothing. Helping people be free is the service I’m dedicated to providing through the shapes I design for Fête Impériale. I also wanted to use inspiration from the 19th century’s strong prints. They are, without doubt, the foundation of my collections. I like what they represent: an imaginary world with a specific concept freedom. For fabrics, I favour the fluidity of silk, silk satin, and even viscose. In my mind I always have this idea of a flowing, freeing garment that liberates the wearer. Concerning cuts, fluidity (always) and the oversize element are omnipresent. In every piece there’s an effort to celebrate the female body, especially all morphologies. I’m a proponent of democratic cuts! And I also try to use natural fibres as much as possible. An example is our ethical sourcing of knits. I found a small angora farm in the Loire-Atlantique department where the rabbits are raised with a lot of care. The breeders use mimosa pellets to provoke fur loss. Then each sweater is hand-knitted by retired, older women.
Has your digital experience helped you develop your brand more easily?
I started the Fête Impériale adventure in June 2015. That meant my first collection was not in sync with the traditional fashion calendar. So I obviously began by setting up an internet site and an e-shop to sell my pieces. But I also needed to become known. In the beginning of July in the same year, I covered the streets of Paris with posters showing my strongest pieces. I was very quickly contacted by magazine stylists and press agencies. I think it’s clear that my digital communication experience opened some doors for me!
What does it mean to be a fashion designer today?
It’s primordial to define your own brand universe. I want to develop the boutique concept as much as possible. When you sell a brand concept at a certain price, you have to show your clients how you operate. That’s why the design studio and the atelier are located within our boutique. We also have a small salon where we can serve guests a cup of tea or a glass of champagne, depending on the time of day. We take the time to talk, and for the client to try on clothes. This kind of concept is common in London. It’s about inventing a new way to sell and about respecting consumers – this is the entire challenge of brand development today. It’s not easy to be a young designer. You have to be very committed. It’s a profession you have to have in your blood, because the competition is fierce. But when you believe in your project, you realise that people believe in you, and, in response, they help you.