Malene Birger's new A’Journey label arrives in France
Two years after leaving her By Malene label, Malene Birger launched into a new venture in 2016, alongside former colleague Malene Majlund. Her new, London-based womenswear label is called A'Journey, and is now entering the French market with the Autumn/Winter 2018-19 collection.
Creative Director Malene Birger's two main sources of inspiration in designing the collection were bohemian style and travel, both quite far removed from the By Malene Birger look. The new label's philosophy is to offer the kind of wardrobe essentials you would bring on holiday, whether skiing or on the beach, all of them made in fine fabrics such as silk, mohair wool or cotton voile.
Although basic in concept, the garments feature an edgy style and exclusive prints. For next winter, Malene Birger has designed high-waist flared trousers, mid-length Charleston-style skirts, oversize leopard-print gilets, frilled shirts and a series of loose dresses and tunics with a Middle Eastern vibe.
A’Journey has an upmarket positioning, with prices ranging between €140 and €380, and will be distributed in France via the Charlotte Cassegrain showroom. It is already available at selected multibrand stores in Denmark, Sweden and the UK, and will follow the same retail strategy in France, targeting about twenty clients by the end of the year.
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