FRENCH label Sézane doesn’t hold a catwalk show at Paris Fashion Week, it doesn’t pay hundreds of thousands of pounds for celebrities and influencers to wear its clothes, and it doesn’t boast millions of social-media followers. And yet, if you click on to the brand’s website right now, you’re likely to find more pieces sold out than in stock – not least the label’s denim, which is entirely sold out give or take a size here and there.
Launched just a few months ago, modelled by Anglo-French model Camille Rowe, the denim collection features cuts to flatter every figure, Sézane founder Morgane Sézalory assures us – explaining perhaps why 7,500 pairs sold on launch day. Fast forward a few months and the next denim drop lands tomorrow, meaning that excited customers are poised to log on and hit refresh until those coveted jeans appear. We caught up with Sézalory ahead of tomorrow’s denim mania to find out what it is that makes them so desirable.
Tell us about the new Sézane Denim collection.
Sézane Denim is a collection made up of seven timeless styles that epitomise French allure. Within the seven styles, there are a variety of washes depending on what we felt worked for that style, such as indigo, blue denim, black, grey, white, and burgundy.
Why did you decide to launch a standalone denim offering?
Denim is totally part of the Sézane collection but we wanted to call it “Sézane Denim” to show that it’s also a real full collection, we are not just a fashion brand making some jeans. We believe that the fit, quality and colour of denim must be perfect and that requires a huge amount of research and work, sourcing the right fabrics and working on the fit. We felt it was time to launch our own denim as a natural progression of the brand.
You’ve done jeans before the denim collection launched, how is this different?
Yes, we’ve done jeans before, we already had the first version of our actual 2001, which was one of our best sellers. Our aim to develop a full line of denim comes from this model. But this denim collection is totally new because the offer of styles, shapes and colors are really different and bigger. It is a true representation of the Sézane brand, in both style, fit and personality.
Tell us about launch day – were you surprised by the response?
We were really happy about this success – but not really surprised because we received so many messages from our customers waiting for it for such a long time! We worked on the product to get it just right, to feel on brand, and feel ‘right’ for us and our customers.
What are the reasons behind it? Why were so many people poised to buy it as soon as it launched?
They are perfect – this is the reason! We have developed a range of fits that service the modern woman, our 2001 for example is really magic and is perfect on so many different women! We used different years as names for the product to really capture people’s imagination and reflect the personality of each pair. We also worked with Camille Rowe who we think captures the personality of the range perfectly.
Denim is traditionally a tricky category to sell online, why did this work so well?
Denim is quite tricky but we really try to do everything to make it very simple for our customers so that if a product doesn’t satisfy them they can change it really fast and easily. We also had a pop-up store in Paris dedicated to the denim collection so that it was easy for the customers to come and try on the jeans to find the perfect fit for them. We worked really carefully on the imagery to capture a sense of French style but also of the relaxed and playful feel of the brand and the woman in the jeans.
What is the plan now for the next drop and going forward?
We will relaunch new stock for the denim collection on March 29. We are also working on new shapes and colours. Next steps are really to make this collection grow.