K Massalia and La Nouvelle, two brands created in Marseille -
K Massalia and Agence La Major
The La Nouvelle brand has won over more than 200 points of sale in France, including Le Bon Marché, with its feminine and comfortable models, and its signature lurex border.
More confidential, the promising shoe brand K Massalia was also born in Marseille.
The gold lurex border for one, the rock and vintage touch for the other.
Born in Marseille, the lingerie brands "La Nouvelle" and shoes "K Massalia" have conquered many fashion boutiques with these DNA-shaped signatures.
"I still remember at the very beginning when we started, I toured France with my little suitcase to go see the shops and do the designer markets", rewinds fashion consultant Aurélie Grandemenge, who joined in 2013, stylist Alix de Moussac to launch “La Nouvelle”.
The first collection came out a year later, and the Gorgia wireless bra, a future classic of the brand, is already in the catalog.
"It's a women's lingerie for women, very second skin, in which we emphasize the natural shapes, says the designer.
When we arrived, we had to dust off the lingerie market by offering something more playful, comfortable, another way of apprehending the body of women ”.
They are also turning to multi-brand ready-to-wear boutiques, where the famous golden border is appealing as a fashion accessory.
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Summer in the colors of the "New Wave"
Over the seasons, La Nouvelle has woven its web, expanding its range with a homewear line, swim links, the children's collection and collaborations with Le Bon Marché, la Petite Mendigote and even Smallable.
"We have five agents, that's how we have developed the most, and we are no longer just an additional sale for the shops, but the brand we are looking for," says Aurélie Grandemenge.
La Nouvelle is now present in more than 200 points of sale in France.
The site, changed just before the first confinement, made it possible to take over from closed shops.
“People wanted to buy French brands, we really felt that they had changed the way they consume, and that continues,” smiles Alix de Moussac, who was inspired by the Nouvelle Vague for the spring collection. summer to discover from the month of February.
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"I do slow fashion"
"There is a dynamic, the girls want to take the time and take the initiative to buy a local designer, we must continue to make people dream," abounds for her side the designer Karine Parra who founded her shoe brand K Massalia two years ago.
As early as 2014, there was the Massalia line, that is, artisanal and refined summer sandals that connect it to its “Greek origins and a grandfather in the shoe”.
His customers quickly ask him for winter, and his models of ankle boots, Chelsea boots and other derbies just touch with their side both timeless and trendy.
With its very retro heel, worked in a conical shape as in his grandfather's workshop, the “Hey Mera” pump comes back to every collection.
"We make a compromise between chain standards, which follow and copy trends, and luxury", analyzes Karine Parra, who defends "slow fashion": "I make very few quantities, they come out of small, mostly artisanal factories. in Portugal, when there is no more, there is more.
Today, the designer is present in around twenty multi-brand boutiques, mainly in the Great South but also in Paris at Lili Cabas.
In Marseille, she receives by appointment in a place that resembles her (16 boulevard des Eparges, in the 12th arrondissement), where she can exhibit her entire collection and especially take the time to advise “the girls” as she says.
Which will undoubtedly not fail to inspire him with novelties.
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