When she opens the door of her apartment, Charlotte de Fayet appears, radiant, wearing Molli. This iconic Swiss knitwear brand – specialised in hosiery and then in clothes for babies – celebrates its 130th anniversary this year. Years spent to offer the best thanks to a savoir-faire and a unique knowledge of pieces for babies, so pleasant to wear that they pass on from generation to generation. Actually Charlotte de Fayet herself reproduced this pattern. It was love at first sight. After having chosen clothes for her baby, visiting shops and conducting intensive researches, she became its owner. Her goal: strengthen and carry on this amazing success. First by working on the wardrobe of women, but also and mainly by prioritising the development of the brand’s fame by press and advisers. Charlotte de Fayet wants to preserve this qualitative niche market from the ultra-competitive and fast obsolete world of fashion. The Parisian learnt about marketing in prestigious companies and knows better than anyone the importance of the maxim “retail is detail”. She masterfully makes Molli a reference for moms in the whole world. You can feel Charlotte de Fayet’s strategy, around a discrete luxury and timeless lines, even in the architecture of the brand’s new pop up store, designed by the agency DAS. Both there and in her apartment, the choices are well thought out and strong. It’s quite surprising for this fan of magazines who could want to change her decoration all the time! Let’s meet a woman who fell in love with her occupation. We meet a woman in love with her profession and who, for the development of our newborn baby kit, did not hesitate to put her craftsmen’s expertise at our disposal by asking them to create a pair of baby slippers especially for us.
The Socialite Family Newborn Baby Kit €75. Available now in our e-shop. Also to be found in our pop-up shop at 30, Rue du Vertbois. Opening: from Wednesday to Saturday Hours:11:00 – 20:00
Photography : Constance Gennari – Text : Caroline Balvay @thesocialitefamily
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