The Côte d’Azur becomes tangible with the new summer collection from Façonnable

Façonnable proves with its timeless collections that the magical atmosphere of the French Riviera is forever. The new summer line from the French heritage brand puts the classic theme in the spotlight in a fresh way with new shades and patterns.

We speak to GAB Wholesale Director Britt Broekaert in the run-up to the famous Cannes Film Festival, with which Façonnable put itself on the map in the 1950s. “At that time, that event was very exclusive to the high-end segment and the biggest Hollywood stars wore Façonnable. It was one of the most beautiful brands to wear”. Since then, the brand has grown at a very rapid pace.

The French handmark is still clearly recognisable. Broekaert: “They have a very southern French preppy look that they always go back to, because the offices are still located on the Côte d’Azur. The summer collection is always a bit more colourful. You often see the sea and the rocks coming back – it really is that French Riviera that the collections focus on.”

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Classic at the time

Both the film festival and Façonnable fall under the category of classics, but they also evolve with the spirit of the times. ‘Playful’ is the word that Broekaert associates with it. Spring-Summer 2023 is full of classic references to the label’s Côte d’Azur origins, with nautical-inspired design elements. We see many refined blue tones, but also warm earthy prints in popping colors to celebrate spring. The atmosphere of the French, relaxed, luxurious lifestyle on the coastline is exuding.

The iconic Façonnable shirt once again plays a starring role, especially as a transition piece between seasons. Because not only on the coast, but also in the big city the weather is unpredictable. Knitted and linen fabrics in airy layers characterize the new collection. They come into their own in the fresh spring under a jacket, but also in high summer with shorts.

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Calm stripes and pop colours

The use of color and pattern in spring-summer 2023 is also typically Façonnable. “You can tell from afar that a shirt is from Façonnable, which is one of the reasons why the brand has grown so fast in the mid-high-end segment,” says Broekaert. She refers to the relaxed nautical motifs, as well as a wide range of plain pieces in blue and beige tones, which are successful every year. The new line, in which beachwear is the focal point, also features many geometric shapes and stripes. They give a cheerful, summery feel to the premium polo shirts, bathing suits and linen.

Another tradition of the brand has to do with contrast, explains Broekaert. “They always have very strong mix-and-match shirts, so many different prints and colors combined on one shirt. For example, light blue on the front and white on the back, or a stripe on one side and plain on the other.” Those signature shirts are sometimes a bit more daring in terms of color. Sometimes they are real pop colors such as yellow or red. What will always remain is the flag logo on the chest pocket in azure blue.

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New chapter for Façonnable

Since 2016, Façonnable has been part of the All We Wear Group (AWWG), a global fashion group that has been bringing iconic brands such as Pepe Jeans London and Hackett under one roof since 2006. AWWG currently operates in 54 countries, with 238 owned stores and 2,800 employees.

Contact information

  • Benelux: Eva t’Kint +324473621725
  • The Netherlands: Dirk-Jan Vijfvinkel +316273422747

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