Hironaé Paris, a French brand specializing in leather garments specifically blazers and jackets, is the brainchild of Jennifer Druyer and Emilie Messal. What started as an all-jackets range in the beginning has expanded today to include what fashion aficionados worldwide like to call “French-wardrobe essentials,” namely plain tees, skinny and flare jeans, known to look ridiculously good when put over a well-fit jacket. We caught up with Emilie to discuss the early beginnings of Hironaé, collaborating with bloggers, attracting the attention of buyers and press and expanding their brand.
What is your background, and how did you come to launch your own company?
We both studied fashion. We have different backgrounds because we had different specialties. This is what enabled us to create Hironaé Paris.
Did you work for someone else first before establishing Hironae?
We worked for different fashion companies. In fact, we met each other in one of the companies where we were employees. We became friends, and grew very close to each other. We didn’t need to speak to know what the other was thinking. We wanted to follow the same path right up to the day when the desire to set up our business and to create our own brand became totally obsessional. A risky bet but the challenge has been accomplished. We were sure of our duo! And I have to admit that it is this complementarity which is our strength today.
Why did you choose to focus entirely on pants and jackets initially?
Indeed, the first season, we proposed only jackets and pants. It was the launching of Hironaé Paris and we preferred to have a smaller collection. This is no longer the case today. We propose t-shirts, skirts, shorts… The collection is growing every season.
Who is your muse?
The French woman with her natural charm and elegance. No sophistication. We love Lou Doillon and Charlotte Gainsbourg, for example.
What inspires your silhouettes?
Life. A woman on the street, a trip, a landscape, a color, a fabric we touch, a scent that we smell. We share our ideas, our desires, and we give free rein to our imagination.
What is more important to you at this point of your career; attracting media or buyers’ attention?
I think you can’t have the one without the other. You can catch the attention of the media, and the buyers can come to you; or you can start with the buyers, and they are the ones who will influence the media to speak about you. Like every designer, we wish to capture the interest of both and to convey the great European craftsmanship of the house.
What is the biggest challenge running your own company?
I would say time management! In this kind of project, we have to be everywhere, in the right place, at the right time.
You have already started collaborating with bloggers. What does this type of exposure have to offer to your business?
Indeed, each season, we set up some partnerships with fashion bloggers who perfectly match the image of the brand and who find themselves in the Hironaé pieces. Now, everything is done through social networks, and we are delighted to meet these persons. Clearly, they contribute to the high visibility and renown of Hironaé Paris.
You seem to appreciate quality leather. Is a leather goods line in your future plans?
Since the beginning, leather has dominated our collections. We buy all our leathers with great care in France, and all the pieces are crafted in Portugal or France. We want to emphasize the quality of our leather thanks to our traditional European craftsmanship. We already think that our line is specialized in leather. But we want to keep some pieces – for example denim, knitwear and other flowy, light fabrics – to mix them up and propose a complete Hironaé Paris look.
www.hironae.com
Images © Hironaé Paris
