Underlines interviews Simone Pérèle‘s new swimwear designer, Maud Friocourt, ahead of the launch of the brand’s SS20 collection.
Why swimwear/beachwear?
Simone Pérèle is a global brand proposing a 360° environment for all women and it has to include swimwear. We wanted to make our corsetry expertise available for swimwear collections and propose all women with different morphologies the same level of comfort combined to style when they go to holidays.
What is your brand’s DNA? And when was the brand established?
The company has been created in 1948 by a woman, Simone Pérèle who wanted to free all women’s bodies. She already wanted to empower them to be themselves every day. Simone Pérèle, the brand, has had the same desire for 70 years. Obviously its French design and corsetry know-how is in the heart of its DNA but Simone Pérèle wants to create something more, something different. To us, all women are beautiful, and we want to show it with emotion and closeness. The brand keeps on taking care of all women of any age and any morphology.
What is different about designing swimwear?
We don’t think of lingerie and swimwear the same way. Lingerie is much more thought in a feminine intimacy spirit whereas a swimwear collection is about fashion, thought as ready to wear. A woman does not expect the same things from a swimming suit. She wants it to be comfortable of course, but she wants to show as well the best of her body with both adapted and stylish shapes in a very fashion way. She’s saying something about herself.
Where do you get your ideas/inspiration?
I’m basically inspired by a lot of different things, it can be just a picture, music or even a movie. For example this season, for the 2020 SS swimwear collection I’ve been really touched by the movie “Call me by your name” of Luca Guadagnino. I just loved the atmosphere, the lights, the nature and the characters who were so touching and inspiring.
I’m also inspired by ready to wear, trying to express the tone of the moment in swimwear.
A Typical Week…in your life
I’ve got an everyday woman’s life, that probably helps me a lot to understand any woman’s expectations. My weeks are composed of dropping off my 2 kids to school, going to work by bike, working on new collections with my team, then going back to home, preparing the dinner, talking with my family about their day, going out the night with my friends and having fun, giving some ideas to my husband who is a film maker and whose opinion of my work I love to have. I have to say, it can be quite exhausting sometimes, but I love it.
Who wears or whom do you think wears your collection?
All self-accomplished and modern women, from 25 years old to 70 years old, leading their lives and emotions with no fear, standing for a whole generation.
Describe the essence of your new SS2020 swimwear and beachwear collections
Natural elegance and simplicity are the keywords of this collection. We wanted to find the colours that remind us of the long summer afternoons in southern Italy. Couture details that highlight the beauty of the body.
Who do you admire for swimwear/beachwear design?
I used to love the Chloe collections. I’m more inspired by ready to wear actually!!
If you could design swimwear for a celebrity, whom would it be?
From Beyoncé to Catherine Deneuve! ? All women are inspiring to me
Any other ambitions in design?
To create a sport collection. To guide and take care of women daily as nightly with products that make them feel good.
Your proudest moment to date?
The day Simone Pérèle asked me to support them in their renewal, it is just fascinating to consider and drive a brand as much in style as in communication. Making women even more sure of themselves is a wonderful challenge.
Your worst move so far?
Personal moments when I understood that everything had an end, but I learned over time that “what doesn’t kill me makes me stronger” and that life always has great surprises in store for us
Time out?
Savour the special moments with my family, travel with them, enrich myself from all cultures and of course laugh and party with my friends.
Pet Hate?
No I like them, above all …Harry my daughter’s guinea pig! ?
