Brigitte Tanaka isn’t the adventurer of the latest action series. In fact, it’s a brand, and today it opens its doors...
Marie-France, Stéphanie, Elysa, could you introduce yourselves, please?
Marie France is the ancestor! Bonpoint, Merci, etc. Stéphanie is our fashion person, the artist. She was behind the women’s fashion section at Merci. She brings her eye, her passion for photography, her sense of colour, and her taste for fashion and interior design to Démodé. With Elysa, all it takes is a dinner to spot her vivacity, her savoir-faire, her sense of humour and her courage! She’s the one who coordinates the design, manufacture, the e-commerce, the shop and…everything really.
What is it that links the three of you around Démodé?
Our shared experience with Merci, the ties of friendship from which was born the desire to do something together and do it differently.
And why the name?
For the fun of it, to defy convention and because we know that beauty is never “Demodé” (out of fashion).
Could you tell us about this new concept? What makes it different?
We could call our new concept “Freedom”. Freedom of subject: fashion, interior design, good food, hardware, children, the summer, travel, mutual help, painting, photography, etc. In short, everything that’s important to us in a world where we have everything. Here, it’s about identifying what’s missing, what’s right, elegant, simple or sophisticated, of good quality and at a fair price. What makes sense, is pleasing to the eye and what makes us different. Limited editions, installations, surprises, encounters: everything that we dream of sharing with you.
What are your individual roles? Are you all involved in the offering?
Marie-France and Stéphanie share the artistic and conceptual direction. Elysa is in charge of general management and the implementation of this atypical project.
Why did you choose to stage it in the legendary Tourette bistro?
We haven’t found our dream place yet. Just a charming shop window for our website: the tiny Tourette bistro at 70 Rue de Grenelle, where we’re staging the first homemade act. It involves a collaboration with the painter Gaël Davrinche and his paintings that are placed on velvet cushions of every size that match the 25 colours of our plain velvets, lovely stoneware plates, a range of stationery and a huge choice of glasses, cutlery, vintage items and also wonderful rugs.
Do you know yet where your second collection will be presented?
Not at all, we’re looking for somewhere that will amaze both us and you.
Will there be a new collaboration with an artist or a craftsperson each time, like the current one with Gaël Davrinche?
Not necessarily with an artist, let’s say with someone very talented, a young hopeful, an original who bowls us over.
Do you create limited editions as well as your selection?
Limited editions are what we create first and foremost. Today it’s plates, cushions and printed notebooks surrounded by a small selection from other brands.
How long have you lived here, Marie-France?
How did you come up with the interior design?
I think of it as the scenery in the theatre of my life. There’s the base which is the comfort, the light, the spaces, the colours, the materials… and then there’s the decor that, for me, is a mix of little things with no aesthetic or sentimental value, as well as a few treasures picked up over the years. I want my house to be welcoming, not too fragile, alive with the life that lives in it! I prefer a jumble to emptiness.
Where do you usually draw your inspiration from?
From my unconditional love for everything that’s beautiful, whatever form it might take. From the talent of others, travel, museums, magazines, exhibitions, markets…
What’s coming next at Démodé?
Photography: Constance Gennari – Text: Caroline – Translation: TextMaster @thesocialitefamily