MEET THE RETAILERS
A Love Story
French designer Sophie Albou is conquering the fashion industry with luxe label Paul & Joe. She tells Jenny Hewett what it’s like to be at the top of her game The label is named after your two sons, why did you think it was such a good fit? Joe is now 17 and Paul is 14 years old. They are my most beautiful love story. They follow me in everything I do and my path is marked by their names. Now they are older, they have realised their friends at school are Paul & Joe fans. They see my samples and give me their own opinions. They love fashion magazines and have started to develop their own personal taste. They have made me discover new brands they like, they even make special orders for me. I would not be surprised if one day they come and work with me. 44 Ya hala / July 09
Paul & Joe started as a menswear line? Paul & Joe menswear line started with a fresh, youthful, retro spirit. We were lucky our customers adored it, giving the line immediate success. The first piece I ever created for Paul & Joe was a white fitted shirt with an Italian collar, we followed on to make it in audacious colours and a floral print. Teamed with narrow fitted pants, they are a Paul & Joe musthave. Experience evolves with time, we work towards keeping a chic casual elegance, with perfect finishes. We recently extended the line and launched underwear for men, the range includes slips, printed T-shirts and vest tops.
You landed your first job at Azzedine Alaia at the age of 16, how did that come about and what was the best thing about the job? After graduating from the Institut Français de la Mode, I worked alongside Azzedine Alaia. Working as an integral member of the fashion team was an interesting and hugely beneficial experience thanks to Alaia’s creativity and true sense of style. He sublimates the woman with love and passion. I have been very lucky and this experience has comforted me in the idea that success comes from true passion, hard work and discipline.
MEET THE RETAILERS In the past, Paul & Joe has teamed up with partners such as Perrier and Vespa, are there any more collaborations in the works? I enjoy not only the challenges of new concepts, but also seasonal collaborations. New partnerships are always in progress. It is key for me that even 12 years on from its launch, Paul & Joe does not cease to evolve and we continue to build on its already renowned success. Can you tell us a bit about the new Paul & Joe jewellery and accessories line? This debut line consists of 64 pieces and demonstrates the originality of the Paul & Joe brand: fantasy, hype, it’s full of humour, and altogether fun. The jewels depict several themes close to my heart: animals, nature, flowers and lucky charms… It will be showed over two collections. One is a strong audacious, rich and playful collection with bright colours, exquisite volume and jewels. The other is directly inspired by the jewels on the catwalk where pieces were created in silver, gold plated and adorned with precious stones depending on the theme of each, like owls, tortoise, tropical fish. What fashion trends are you excited about? My designs are truly inspired by my surroundings, mostly by my travels. I love
it when trends provide happiness with a smart elegance and a glamorous spirit. I like to include images and colours from various escapades around the world. Animals are also a current and constant theme throughout most of the Paul & Joe collections, especially cats, they are my favourite! Tell us about paul & Joe sister? Paul & Joe SISTER was born in 2006, it was the perfect occasion to offer a more urban and affordable wardrobe to our customers. This secondary line responds to a demand from women to find a fresh, fun and feminine fashion for their everyday life. Its concept is clear, easy and tempting. The collection is made up of irresistible prints and patterns, jeans, cotton, shorts and small dresses. The key is accessibility, both in terms of style and price without losing the quality. Can you tell us about the launch of La Maison, what is it? The launch of LA MAISON was for springsummer 2009, this home living collection was first launched in Japan and exclusively in the Paul & Joe boutiques around the world. The range includes bed linen, kimonos, futons, pyjamas, cushions and carpets. For me it is the natural continuity of Paul & Joe, and my goal is to open boutiques entirely dedicated to home and lifestyle. What is the key to being a successful designer?
A successful designer is an inspirational creative who offers his contribution to the history of fashion. Someone that has a true authentic sense and a personal touch. what is a regular day for you? In the morning I wake up and prepare breakfast for my two sons Paul and Joe; a positive atmosphere is what I appreciate to start my day. Then I work out, have a healthy breakfast, a shower and grab my uniform: jeans, a man’s shirt and high heels to go to work. At the office I work on our new collections with the style department, and work with the commercial and production team. I also go to our stores, try to improve our image and see what is happening in the fashion and art industry. It is not only work, it is a real passion! At the end of the day I return home, my second office, where I often meet journalists to discuss our current events. I spend the last hours of my days with my family, but always sleep early because the next morning is another busy day. Which celebrity would you love to see in Paul & Joe? Queen Rania of Jordan and Queen Elizabeth. Why did you choose the location at festival centre? The stand alone store in Festival Centre was an introductory first test for Paul & Joe, it was very well received by buyers and press to our great delight.
July 09 / Ya hala 45