JEANNE FRIOT

At Jeanne Friot, style and savoir-faire are one. Principled and committed to non-gendered pieces and upcycling, this French brand is totally daring. Born to a musician mother and artist father, Jeanne Friot grew up in a very open-minded context, where passion reigned. After attending the Ecole Duperré and l'Institut Français de la Mode, the young designer joined the teams at Balenciaga, an experience which pushed her to launch her own eponymous brand in 2020, in the midst of the Covid pandemic. Her goal? To rethink the codes of fashion with inclusivity and sustainability as part of the brand DNA. Jeanne Friot focuses on knitwear, playing with texture and volume. Among the collections, we find crocheted pieces that turn clothing both into armour and tools of seduction. A radical, energetic aesthetic is characterised by upcycled items made with luxury deadstock. Colour-wise, red, a symbol of strength, passion and war, returns often, consistent with this revolutionary idea of rethinking production and changing mores. As such, the label Jeanne Friot transmits a powerful, controlled energy opening the door to the future of fashion.