A perfect blend of British humor and Parisian charm, Etre Cecile reflects his long-standing desire to create affordable, high-quality everyday pieces.
Known for its wry slogans, bold prints and luxurious fabrications, Etre Cecile was founded by Yasmin Sewell and Kyle Robinson, two London fashion experts looking to fill a gap in the affordable luxury essentials market.
'Cecile brings to the fashion market something that I believe is a unique mix: high-quality, affordable and well-designed pieces that are not trendy and fun at the same time. We listen carefully to what our customers want and we evolve with them from season to season. ' - Kyle Robinson, Founder, Creative Director
Etre Cecile injects wardrobe staples like classic T-shirts, jeans, overalls and ready-to-wear, with an appreciation of all things Français. From the love of puns and wordplay, to cultural icons like Serge Gainsbourg and Jane Birkin, to the world seen through Cecile's eyes en vacances, each collection reflects a certain desire for levity, effortlessness, and fun.
Social media storm
While quality is paramount, the brand doesn't take itself too seriously - a fact best demonstrated by its ongoing love affair with scathing slogans like Am I French Yet? Social media also played a huge role in the brand's rise, with the quirky and irreverent view of the designers suited to Instagram in particular. Fans of the brand include model Jourdan Dunn, blogger and style influencer Susie Bubble and, not least, Sewell herself, who has been photographed for many aspiring street style websites using her own designs.
Predominantly known for its t-shirts and sweaters, the brand plans to launch a more complete collection with a slew of new items soon. This fall/winter, you can expect a Parisian vision of the American high school dream. The collection features heart-print ditsy knits, shaped and flare cheerleader dresses, and balanced plaid jumpsuits with wide-leg sports pants, Breton stripes, and fitted T-shirts emblazoned with the phrases Petite Amie and Don't Study - See the World.
Luxury Links
Luxury fashion industry giants have also noticed Être Cécile's influence, and this season the brand collaborated with London's luxury leather goods brand Aspinal. The result is a collection of bags in five main styles, including the women's Mayfair bag, the mini trunk mattress, a tote bag and a mini backpack. All pieces reflect Être Cécile's vision and feature vibrant and contrasting colors such as fluorescent green, pink, yellow and cobalt blue.
'I love the idea of taking something adult, classic and serious and messing it up, having fun, taking it somewhere unexpected,' explains Sewell. 'The brands are so different, it's the unexpected contrast that turns me on.'
The brand's relaxed approach to clothing creation signals a shift in the industry and continues to fuel an ongoing debate - what does luxury mean in this decade? The contemporary consumer wants luxury, whatever the price, as well as a more relaxed approach to dressing for their lifestyle. With his chic and playful aesthetic, Être Cécile is at the forefront of this new era of fashion, and we can't think of anyone better to take the lead.