Jour/Né advances, debuts pop-up store in Paris

Jour/Né is steadily advancing toward its next phase of development. Rising to quick success since its 2014 debut, including a slot on the official Paris fashion week schedule a year ago, the French label has this month opened its first retail concept via a pop-up counter inside Paris's Bon Marché department store. The retail venture is a market test to be rolled out globally, signalling a new phase in the brand's deployment. 


The Jour/Né pop-up at Bon Marché - Jour/Né

"Today, we are present in around 50 concept stores across the globe," said Jerry Journo, co-Founder of the brand, along with Léa Sebban and Lou Menais. "The goal now is to attract department stores and make retail partnerships, especially in Asia," Journo told FashionNetwork.com.

Jour/Né is already present in Isetan in Japan and will remain at Bon Marché in Paris until February 27. This is where shoppers will find the special retail layout designed to highlight the label's spring/summer 2018 collection, which embodies the Mediterranean: a graphical universe with pop curves and warm colours, such as "forest green, ocher and baby blue to met with furniture made of wood and plexi," said the label.

"The pop-up is a great opportunity to show that we're advancing," said Journo, who added that label's runway show, featuring the new collection, will be held on the pop-up's last day. On February 27, Jour/Né will present in Paris its autumn/winter 2018/19 collection, deemed by the brand's co-Founder as "grungier, and more political."

It will be a collection that coincides with the 27th birthdays of each of the trio. "It's a symbolic age, with the grunge referencing to famous people that 27 carries. There will still be our Mediterranean touch, but with a darker poetry," explained Journo. 

Meanwhile, the brand is also evolving its product to adapt to the demands of its new international clients. In addition to its daily wardrobe offerings, which it kicked off its initial concept with -- positioned largely to the 'contemporary', more accessible market in terms of price -- Jour/Né looks to add more and more sophisticated, evening wear pieces.

The brand will also soon unveil a new collaboration, after teaming up with La Redoute and Coca Cola, which is set to be available with retailers soon.

Translated by Benjamin Fitzgerald

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