BERENICE, THE ICONIC FRENCH BRAND, HAS GIVEN ITSELF A NEW VISUAL IDENTITY. ONCE RENOWNED
FOR ITS CASHMERE JUMPERS DECORATED WITH WINGS ON THE BACK, BERENICE HAS
REINVENTED ITSELF UNDER THE ARTISTIC DIRECTION OF NATACHA BASIC.
BERENICE'S NEW IMAGE NEEDS NO ARTIFICE TO AROUSE DESIRE; IT IMPOSES ITS NEW LANGUAGE. FROM NOW
ON, THE BRAND IS BANKING ON A ‘RETRO COOL’ WARDROBE, THE TRUE DNA OF BERENICE.
THE BERENICE WOMAN EMBODIES ‘THE COOLEST GIRL’, SUNNY AND FREE, WITH EFFORTLESS
PARISIAN ELEGANCE. THE EMERGENCE OF A RETRO SILHOUETTE IS
ILLUSTRATED IN THE COLLECTIONS BY LAYERING,
DYING AND VINTAGE DETAILS.
THE REDESIGN OF THE BRAND IS ACCOMPANIED BY A NEW SHOPPING EXPERIENCE UNDER
THE DIRECTION OF ARCHITECT-DESIGNER DAVID EXBRAYAT. THE SHOPS
BECOME ‘THE TEMPLE OF COOL’, PERSONALISED AND UNIQUE PLACES, WITH ANTIQUE AND
MADE-TO-MEASURE FURNITURE THAT DIFFERS FROM ONE SHOP TO THE NEXT. LARGE PHOTOS OF
THE COLLECTION ADORN THE WHITE WALLS, WHILE STELES AND OTHER
PIECES OF FURNITURE ADD SPLASHES OF COLOUR.
THE COLLECTIONS ARE DISPLAYED ON GALVANISED METAL RACKS WITH
COLOURFUL DETAILS, IN A MINIMALIST SPACE WITH A FACTORY
FEEL, GIVING FREE REIN TO EMOTIONS AND DESIRES. THE CONCEPT IS ‘REASONABLE’, FREE AND FLEXIBLE,
CONTRASTING WITH AN ASSEMBLY
OF RAW AND SOPHISTICATED ELEMENTS. THE RUE DES FRANCS BOURGEOIS SHOP IN PARIS IS MODULAR, ‘IN PERMANENT EVOLUTION’, OFFERING
TREASURES SUCH AS BOOKS AND COOL LIFESTYLE OBJECTS.
VINTAGE PIECES ARE OFFERED IN COLLABORATION WITH CURATORS AROUND THE WORLD, TELLING THE STORY OF EACH PIECE.
BERENICE PRESENTS ITS DROP COLLECTIONS WITH A UNIQUE STORYTELLING FOR EACH LIMITED EDITION, RESPONDING TO A MORE RESPONSIBLE APPROACH TO AVOID OVERPRODUCTION. SOFT, RESPONSIBLE MATERIALS ARE USED TO SUPPORT THIS MOVE UPMARKET, WITH AN EMPHASIS ON NATURAL TEXTILES SUCH AS SILK, VISCOSE, LINEN AND COTTON GAUZE.
WINTER 2024 OFFERS JACKETS IN ECOPEL FAUX FUR, RECYCLED CASHMERE, MODULAR SUITS AND MIXES OF MATERIALS (WOOL/FAUX FUR, LACE/SEQUIN, FAUX LEATHER/WOOL SHEETING), WITH CLEVER CUT-OUTS AND SUBTLE DETAILS THAT GIVE THE GARMENT A TWIST.
BERENICE IS HIGHLIGHTING THE COMPOSITION OF ITS RANGE, USING MANY CERTIFIED MATERIALS. QR CODES WILL BE AFFIXED TO THE LABELS TO IMPROVE PRODUCT TRACEABILITY, REDIRECTING CUSTOMERS TO THE ESTORE FOR FURTHER INFORMATION ON THE PRODUCTION OF THE PIECES. THE SYSTEMS ARE CURRENTLY BEING STUDIED AND WILL BE UP AND RUNNING IN THE NEXT SIX MONTHS, INCLUDING THE FORTHCOMING OPENING OF A SECOND-HAND AREA. BY COMBINING TRADITION AND INNOVATION, BERENICE IS POSITIONING ITSELF AS AN INTERNATIONAL BRAND, CAPTIVATING CUSTOMERS EAGER FOR STYLE, AUTHENTICITY AND RESPONSIBILITY.