Lemaire

November 28, 2024

True style lies not in illusions, but in the everyday.

LEMAIRE, a brand that opened its first flagship store in Paris earlier this year, has now unveiled its second flagship store in a quiet alleyway in Hannam-dong, Seoul. This much-anticipated store, which opened in November, is housed in a remodeled two-story hanok from the 1970s. The white exterior, wooden accents, and neutral-toned interior perfectly capture LEMAIRE's signature aesthetic.

 
LEMAIRE's flagship store located in the heart of the Marais district in Paris
LEMAIRE's second flagship store located in Hannam-dong, Seoul ©lemaire.fr

 

LEMAIRE has truly captured the essence of space. The understated exterior blends seamlessly into the tranquil surroundings, while the interior, stripped of ornate embellishments, celebrates pure lines and surfaces. This, coupled with a home-like atmosphere that feels surprisingly intimate for a public space, is the core of LEMAIRE's store concept. It's as if they're boldly stating their intention to communicate the brand's story solely through their creations. This isn't just a place to shop; it's a haven for contemplation and freedom, inviting visitors to linger and immerse themselves in the LEMAIRE universe.

 
 

Quintessentially LEMAIRE

'I wanted to make everyday life more beautiful, to find poetry in reality.' (Interview, October 2013)

 

 

LEMAIRE's founder, Christophe Lemaire, has created a brand that stands in stark contrast to the fast-paced fashion industry. His commitment to the basics provides a sense of calm amidst the chaos. By prioritizing timeless design and quality craftsmanship, Lemaire offers a refreshing alternative for those seeking pieces that will stand the test of time.

 

LEMAIRE Studio Team
#LEMAIREPEOPLE ©LEMAIRE pinterest
©lemaire.fr
 

So, what makes LEMAIRE, LEMAIRE?

From its inception, the brand has been defined by fluid silhouettes, gender-neutral designs, neutral color palettes, and high-quality materials. LEMAIRE aims to create timeless pieces that transcend trends while prioritizing functionality and wearability. Rather than simply expressing the designer's vision, the brand focuses on providing customers with the most beneficial choices. With nature-inspired colors, wearable designs, and a meticulous focus on materials and quality, LEMAIRE offers garments that are meant to be cherished for years. This is the essence of LEMAIRE — a brand that remains steadfast in its commitment to timeless style and exceptional craftsmanship.

 
LEMAIRE Atelier Members
SS22 ©LEMAIRE

  

Christophe Lemaire and Sarah-Linh Tran

Christophe Lemaire may modestly deny the title of a "genius designer," yet his illustrious career, marked by collaborations with renowned fashion houses and his own eponymous label, is a testament to his exceptional design skills.

 

Christophe Lemaire ©somamagazine.com

 

With degrees in literature and applied arts under his belt, Christophe Lemaire honed his design skills at prestigious fashion houses like Thierry Mugler and SAINT LAURENT. His talent was quickly recognized, and in 1990, he won the ANDAM Fashion Award, propelling him into the fashion spotlight. It was at this pivotal moment that he launched his namesake label, a precursor to today's LEMAIRE.

 

Christophe Lemaire receiving the ANDAM Award ©andam.fr

 

Having launched his own brand at such a young age, Christophe Lemaire seemed to have it all. However, beneath the surface, he was grappling with the pressures of running a business. Overwhelmed by the non-creative demands of his label, he decided to take a break in 2000 by accepting the role of Artistic Director at Lacoste.

 

LACOSTE’s Paris Boutique with Lemaire’s full name. ©fr.fashionnetwork.com
©vogue.com

 

"I love the story of LACOSTE, its values, its elegant sports style, and its democratic aspect," he shared in a 2013 interview with Interview magazine. His tenure at LACOSTE elevated his career, as he successfully transformed the brand into a chic sportswear label.

 

Christophe’s final LACOSTE collection SS11 ©vogue.com

 

Lemaire's successful tenure at Lacoste revitalized his confidence and paved the way for the relaunch of his namesake label in 2007. Balancing his personal brand with his role at Hermès, he continued to evolve as a designer. His appointment as Artistic Director at Hermès in 2011 marked a turning point, as his innovative designs, particularly his 2013 FW collection, cemented his reputation as a fashion industry trailblazer.

 

Hermès FW13 ©vogue.com
Final Hermès Collection FW14 ©professional-luxury.com

     

A pivotal moment in the history of Christophe Lemaire's brand occurred in 2011 when Sarah-Linh Tran joined as co-creative director. The decision to rebrand as LEMAIRE signified a departure from the designer's personal aesthetic and a move towards a more collaborative and contemporary approach.

     

Christophe Lemaire and Sarah-Linh Tran ©voguebusiness.com

 

Sarah-Linh Tran has been instrumental in solidifying LEMAIRE's aesthetic, bringing a unique sensibility and keen eye to the brand. Her ability to complement Christophe Lemaire's vision has been essential to the label's success. Her impeccable personal style has garnered a cult following, making her an icon in her own right.

 

Christophe Lemaire and Sarah-Linh Tran ©pinterest

 

Sarah-Linh Tran has been instrumental in solidifying LEMAIRE's aesthetic, bringing a unique sensibility and keen eye to the brand. Her ability to complement Christophe Lemaire's vision has been essential to the label's success. Her impeccable personal style has garnered a cult following, making her an icon in her own right.

 

©lemaire.fr
 

The niche following of a signature style

Drawing inspiration from the everyday rather than the extraordinary, LEMAIRE collections are centered around the individual. The brand's theatrical runway presentations are a direct reflection of the designers' narrative-driven approach. As they say, "To give depth to our clothes, we must first create a character." LEMAIRE's shows transport the audience to familiar scenes: the sounds of a bustling city, leisurely strolls, unexpected rain showers, and intimate moments between models. These relatable scenarios ground the collections in reality and invite personal connection.

 

©LEMAIRE pinterest

 

Far removed from the fleeting trends and celebrity-driven fashion world, LEMAIRE’s collections are rooted in authenticity. The brand eschews the dramatic and the abstract, choosing instead to focus on the individual. By casting models from diverse backgrounds, LEMAIRE creates a more inclusive and relatable aesthetic, inviting the viewer to connect with the clothes on a personal level.

 

©LEMAIRE pinterest

 

Imagine you have to suddenly leave for a two-month vacation—what would you pack?
This is the kind of practical question that inspires LEMAIRE's designs. While grounded in reality, their approach also incorporates a sense of romanticism. By creating clothes that can seamlessly transition from everyday life to more aspirational scenarios, LEMAIRE aims to cater to a wide range of people and their various needs.

 

©vogue.com

 

LEMAIRE’s signature pieces are defined by their unisex silhouettes and relaxed fits. Think loose-fitting twisted trousers, double-breasted jackets, and oversized coats. These garments offer a sense of effortless cool, while the attention to detail and quality materials ensure a luxurious feel.

 

YEARLY FAVORITE: TWIST PANTS
DOUBLE BREASTED JACKET
ASYMMETRICAL DRESS
OVERSIZED COAT ©LEMAIRE pinterest ©vogue.com

 

While their clothing exudes a minimalist aesthetic, their accessories are anything but. The brand's playful approach is evident in pieces like the Camera Bag, the Croissant Bag, and the sculptural Carlos Bag. The jewelry, too, is a testament to their design ingenuity, with its intricate details and harmonious curves.

 

Camera Bag
Croissant Bag
Carlos Bag
Jewelry Collection ©LEMAIRE pinterest, ©lemaire.fr

 

The finale of every LEMAIRE show is a highly anticipated moment, as Christophe and Sarah grace the runway in their perfectly coordinated outfits. This iconic couple has inspired countless fans to embrace the brand's minimalist aesthetic.

 

©vogue.com

 

Fashion, an appreciation of art

In truth, no other brand is as committed to shout-outs as LEMAIRE. From collaborations with artists like American Indian Joseph E. Yoakum and Indonesian Noviadi Angkasapura to the music curated for each collection by Pilooski, LEMAIRE works closely with artists selected purely for their unique taste, without any regard for commercial appeal or mainstream recognition.

 

LEMAIRE capsule collection in collaboration with Joseph E. Yoakum ©wallpaper.com
 
The art of Joseph E. Yoakum and Noviadi Angkasapura has resonated deeply with Christophe and Sarah. Both artists, working outside the confines of formal art education, have created works that are deeply rooted in their cultural heritage. Their use of simple tools and raw expression aligns with the concept of "outsider art," a genre that LEMAIRE clearly admires.

    

Noviadi Angkasapura x LEMAIRE Collection ©lemaire.fr

 

I’m highly skeptical of most contemporary art, which often feels overly calculated and commercial. Outsider art, on the other hand, feels authentic, created by individuals who may not even consider themselves artists. (Wallpaper, 09.2022)

What’s truly remarkable about outsider art is its ability to challenge preconceived notions about society, gender, and race. This aligns perfectly with LEMAIRE’s vision of a world free from discrimination and ideology. Instead of seeking escapism in superficial virtual realities, outsider art encourages us to reflect on our own lives through raw, unfiltered works. It advocates for a life lived authentically.

 

Angkasapura’s exhibit at LEMAIRE’s flagship store in Paris ©lemaire.fr

    

For Christophe and Sarah, fashion is a language, and styling is their dialect. They believe in a fashion that feels as natural as conversation.

In an industry that often prioritizes trends over substance, LEMAIRE stands out for its unwavering commitment to its design philosophy. Their ability to remain true to themselves while navigating the complexities of the fashion world is truly inspiring. LEMAIRE's success is a testament to the enduring appeal of timeless design and authenticity.