Lemaire revives signature label

Christophe Lemaire is reviving his signature label after a three year hiatus. The designer decided to put his line on the back burner to focus on the French sportswear brand Lacoste. However, he is planning to open a shop in Paris this October, which will feature the first designs of his eponymous label. A second shop opening is slated for December in Tokyo . The new Lemaire brand will include both men's and women's wear and is aimed at the “urban dandy”. The focus will be on unisex styles and clothes that are suitable for both home and street wear, the designer told WWD. Lemaire will be launched in partnership with Avant, a fashion group based in Japan where production will take place. Wholesaling will begin early next year.

Prices of the label will be affordable enough to reach a wider audience. “Before, I felt captive to the designer price point,” Lemaire said. “Clothes that are too expensive run contrary to my design philosophy. I've always wanted to make clothes with a strong point of view but at an intelligent price.” Jeans will retail for about €150, shirts for about €120 and cashmere sweaters for about €280.