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The pretty Monegasque seaside claw that was born in 1984 continues her conquest of beaches and our dressings with a multitude of styles to adapt to all women.She has made comfort, well-going on her products and her exclusive reasons developed internally in her workshops, her signature.By playing the Californian lifestyle - fun, relaxed and sexy -, she managed not to have a wrinkle!Today, the claw is teeming with projects: new shop concept and creating a lingerie collection.Meet Justine Flachaire, creative director of the label and daughter of the founder.
Organic.Justine Flachaire has been an artistic director for six years, but her attachment to the brand dates back to her youngest age.Small, she was already spending all her free time in style offices and the Banana Moon's making workshop.A graduate in business law, it was nevertheless alongside her father, Daniel Flachaire (founder of Banana Moon) that she learned of the trade by immersing herself from the brand's DNA.
Interview by LDR
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How did the Banana Moon brand have seen the light of day?
In 1984, Daniel Flachaire, his wife Véronique and Bernard Donati crossed paths with Nat Maori, a young stylist living in the United States.It is from this meeting that Banana Moon will be born.The brand has evolved over the years in a multivitamin universe.It combines European know-how with a Californian lifestyle.
What is the positioning of your claw?
Banana Moon is synonymous with sun and beach.Our claw has managed to win over the years as a key player in seaside fashion.She embodies a lifestyle, a fun and relaxed state of mind.This success we also owe it to the very special attention that we pay to the quality of our products.We work mainly with beautiful European subjects.Since our creation, we have continued to acquire solid know-how in the swimsuit to develop well cut products and guarantee comfort, aesthetics and well-going to our customers.
How is the Swimwear market for?How was it impacted by the Crises Any?
Healthrestrictions have had heavy consequences on our partners.Many of them have to close their curtains and some will not be able to continue their activities.This forces us to be more reactive in our functioning and more creative to develop new projects.
Why is the name, Banana Moon?
So they were walking around in a port, my father, Daniel Flachaire, and Nat Maoris have fallen on two side by side boats that wore the names Cherry Moon Etbanana Split.The name Banana Moon then established itself as obvious.A nomimorate that sounds well and which is easy to pronounce in several languages.
How is your style department organized?
We have our own style team, which allows us to have a real "laboratory of ideas".It is easier to maintain a strong identity when the creation process is completely internalized.Our graphic designers are constantly working on drawings, unique and recognizable patterns.We also develop specific colorings, new materials and techniques to treat the finishes of our jerseys.Our modelists are on site to carefully watch over the cuts and develop new forms.We are fortunate to have a making workshop in our premises, which has become quite rare in our profession because it is extremely expensive.But it’s an undeniable quality guarantee.
What are your sources of inspiration?
I’ve watched too much Chicago Fire & Station 19 this week, I’ve just googled how to become a firefighter 🤦🏻♀️
— Kim L Tue May 25 17:58:53 +0000 2021
Bananamoon draws its inspiration from its Californian roots and lifestyleunic.We claim a certain freshness and a certain femininity in a relaxed style.What could be more inspiring than a region where the sun and lapping punctuate people's lives?
How is your creation process going?
We start each collection with the creation of moodboarding with strong themes and a palette of colors.We associate new forms and finishing techniques.During this process, we are constantly exchanging with our model makers and seamstresses in our workshops to find suitable and innovative solutions.In addition, creatives strive to invent new graphics, colors and prints.It is above all a work of exchanges and questioning!
What are your strongest news of the season?
We are about to expand our collections with a line of lingerie A capsulecollection will be available from the end of summer in Nosboutiques, in some department stores and on our website.For end -of -year fees, we have launched semarte trees from embroidered panties in an eco -responsible material.Building on this success, we wanted to go further.The capsule consists of several united and printed lines of warm colors and female details, which can be mixed and filled according to its moods.In addition, we will deploy a new concept of shops that we tested in Ajaccio and Juan-les-Pins.
What are your customers and how are your collections segmented?
As a seaside brand, our goal is to offer a product that highlights women and in which they are comfortable.When one of our customers feels beautiful and confident in his Banana Moon jersey is that our bet is won.Each line corresponds to a different style, but always with a fun and sexy twist.In addition, Banana Moon Couture plays the map of “pure” models in premium and unique materials, accessorized with refined finishes.Finally, Banana Moon Teens is aimed at juniors with sizes that start in the XXS, with fun and flashy patterns.
Who are your muses?How do you choose them?
Each year, we choose our muses with great care so that their personality corresponds to our values.This year, we notably tuned with Maggie Rawlins who, before fully launching her Demunnequin career, was a nurse in South Carolina.During the COVID crisis, she decided to take time to come and help the hospital in Queens in New York.His generosity and his joie de vivre particularly touched us and are proud to have been able to work alongside him.
What is your greatest pride?
Assets to perpetuate the brand since 1984. This success we owe it to a strong identity instilled from the beginnings of Banana Moon by my father and to Desvaleurs such as commitment and attention to details.We work with passionate people both in our workshops and in our shops.
What has changed in consumer behavior in recent years?
Lesclients want to consume better from an ethical point of view.They attach more importance to the longevity of the products.By manufacturing quality products, we reduce our carbon footprint.If we increase the lifespan of a 9 -month Product for example, its carbon footprint drops by 24 %.It is important that our consumers are made aware of the maintenance of oddly swimsuits.
What are your favorite products this season?
The jerseys in a crepe effect mesh that are offered in a range of bright colors inspired by 80’s!I also have a weakness for our Vichy and Marguerite models that are both offset and retro.In addition, the Tie and Dye continue to seduce our customers with multicolored and monochrome variations.
Too #43
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