Colorful, feminine and bold. That’s Fabienne Chapot in three words according to Hayley Belton, Head of Design at the Amsterdam fashion brand. With the handmade prints and embroidered details, the collection exudes a creative and positive vibe. This is exactly the atmosphere the brand is creating this week at the Premium fashion trade fair in Berlin.
It is Fabienne Chapot’s first participation in the trade fair for a long time, as many things did not take place due to the COVID-19 pandemic. “Our stand is going to be great: we’re really going to make a Fabienne Chapot festival out of it!” says Belton. “We are also organizing a summer garden party during the Düsseldorf Fashion Days for invited customers and buyers.”
How has the brand developed on the German market?
“We are growing rapidly in Germany and are aware that we are closing a gap in the market here. We have had two local showrooms of our own since January 2022: Villa Chapot in Düsseldorf and Loft Chapot in Munich. Our own sales and marketing team is here ready to greet the customers. In addition, we have a marketing representative who focuses on all PR and marketing activities. She comes from Germany herself and knows our company from the ground up. This helps immensely in getting the message across in the right way. We also recently opened a German web shop so that we can address customers directly.”
Who is Fabienne Chapot’s collection designed for?
“Our target group is very broad: women aged 18 to over 80 who want to dress stylishly. We are aware that the collection could be more inclusive in terms of body type and height. The typical Fabienne Chapot silhouette was always very detailed. But not every woman wants to show off her waistline. As our collection now grows, we are aiming for more variation. A good balance between maxi and midi dresses and shorter models. And also flowing silhouettes that can be worn with or without a belt. In this way we give the customer the power and every woman can decide for herself how she prefers to wear these articles.”
What is the theme of the spring-summer collection for 2023?
“The title of the collection is Secrets in the Sun. We were inspired by jet-set trips from the 1960s and 1970s. And through the American photographer Slim Aarons, who embarked on this jet set life. The starting point for the collection are various places where the jet set liked to vacation. Each “drop” is inspired by a different place. Like Las Brisas, a luxury resort in the Mexican beach resort of Acapulco. It has a pink and white striped roof. The Clash in this theme speaks to me: A once so sleepy village that suddenly changes into a vibrant holiday resort with a lively nightlife scene.”
How was the theme incorporated into the collection?
“It’s a collection with lots of contrasts, bright colors and embroidery with new techniques, like sequins. It’s incredibly beautiful to immerse yourself in history, which makes the collection particularly multi-layered. My favorite outfit is a lightweight cotton set. It consists of a separate blouse and skirt with a beautiful Acapulco print. For the first time this season, we also have swimwear and flat sandals. Airy items that are ideal to take with you on a beach holiday. We photographed the collection in a cool location in Lanzarote. The models, the styling – it all fits the theme perfectly and completes the story!”
What are you proud of?
“It sounds like a cliché, but I’m proud that the collection is getting stronger and stronger. We work with a small, talented team. Fabienne Chapot herself is the most important source of inspiration for us. She strives for freedom and always gives constructive feedback. She transfers this positive attitude to her employees. She manages to bring out the best in each of them and creates a culture that people feel good about. All employees treat each other openly and respectfully.”
Fabienne Chapot has built up a large following. How do you ensure that the
Expectations are met each season while reaching new audiences?
“As a designer team, we work very well together. We actually have many loyal customers who come back every season and are recognized in store. And that’s why we ensure a good balance between recognizability and innovation. Each collection contains a few bestsellers. But also new fabrics, a fresh color palette and a surprising theme. When developing the concept, I always think of my team: Does that offer enough artistic challenges for everyone? From print to knitwear designers, we always try to push our boundaries, each based on his own expertise, and we go to the extreme with every collection!”
