MIDNIGHT BLOOM
Happy Monday, darlings!
It feels like a breath of fresh air to write to you here! I have so much to tell you! So much has happened in the last few days! Meeting you, seeing you wear the collection, seeing you leave with your flowery tote bags - what a blast! I'll tell you more about it in my next article on the boutique, with some great photos!
Today I'd like to show you the images of the new collection that was released yesterday! I love them all so much, it was hard to choose! Thanks to Laurence Revol for these memories! This article might be a bit long, sorry in advance, but when it's good, you've got to make the pleasure last ... I'll post the editorial I wrote for the daily lemonade that's in all your orders, and I'll tell you more about the new items a bit further down with the video of the collection!
Laurence wears the dress Dita velvet dress and the Dalida. Louise wears the Kimono Thalula in white bloom.
Midnight Bloom, a new chapter! Every time we launch a new collection, I get the feeling we're putting out the most beautiful ever... A good sign, you might say! This time we've gone all out! This collection is above all the story of a strong motif: flowers, but I didn't want to give you the runaround, I wanted a "badass" motif! I'm not entirely happy with the literal translation of Badass: "badass", but I think it goes further than that... Imagine a chick with a lace dress, tattoos all over her arms, and a desire to eat up the world without waiting for the approval of others, but who also knows how to surround herself with kindness and love.
Laure wears the sweater Sacha embroidered like a tattooed arm, Lydie wears the Dita white bloom. Sarah wears the surprise shirt and pants Julietta white velvet pants. Louise wears the Simona with its white bloom's removable lavaliere and the Julietta Pavone trousers.
For me, that's how I see femininity, full of contradictions, far from the glossy paper and fixed image of the collective unconscious. This woman can do whatever she wants, and doesn't need anyone's approval to achieve her goals! But things are changing, and I sense a generation of women eager to change things, to get away from caricatures and create a new feminism. We turned the question of femininity on its head for a long time at the Lemonade studio, before finally agreeing on the fact that being a woman means being multiple, it doesn't necessarily mean fitting into a box, it means overflowing on the coloring lines of life, learning from every experience... And above all creating your own rules.
Louise wears the shirt Simona plumetis heart and sweatshirt Polka white. Lydie wears the shirt Simona plumetis nude shirt and the Julietta Pavone. Sarah wears the pants Julietta in white velvet with the wrap-around bodysuit black heart feather and cape Thelma Pavone. Laurence wears the dress Dita and kimono Thalula bloom black.
It's quite ambitious to tell you all this, but it's with this state of mind that I wanted to approach this collection. So it's not just another floral motif, it's a manifesto for femininity... Because a flower isn't necessarily delicate and romantic... This pattern is a very good indicator of my current state of mind... I've done it again and again, without ever being one hundred percent convinced. Then one night, I woke up in a panic. Something was wrong, it was the flowers that were tormenting me. I decided to take the opposite view of the fragility and ephemeral existence of a flower, and draw inspiration from the lines of tattoos to create this motif.
Louise wears the shirt Simona with its white bloom's removable lavaliere and the Julietta Pavone. Lydie wears the Dita bloom in white. Sarah wears the surprise shirt and pants Julietta in white velvet.
Peonies, dahlias and anemones kept me awake all night long. to the ultimate satisfaction of being proud of myself, and wanting to wear it! As with the clothes in this collection, I wanted to imagine pieces in which you could feel comfortable, whatever your shape, while still being extremely feminine, because there's no question of choosing...
Louise wears a surprise coat and the pants Julietta pants, which you loved so much that you only saw it once on the site. Sarah wears the cape Thelma in Pavone and the Julietta in white velvet. Lydie wears the cape Thelma in powder pink and the pants Julietta in Pavone. And Laurence wears the dress Dita black velvet dress and cape Thelma in Anthracite greywith huge, warm pockets!
For this new collection, we wanted to do things a little differently. You'll be able to buy all the pieces in the collection right away. Some new items will be arriving along the way, such as shiny floral stationery, zipped pouches at very low prices and, above all, household linen (yes, you read that right, HOUSE LINEN!) and our wallpaper, so that you can stock up on gift ideas... And at the end of November, the collection with Princesse Tam Tam will also be available on our site! If you see garments on this shoot that don't appear on the e-shop, they're probably pieces from our collaboration with Princesse Tam Tam.
And for seamstresses, don't panic, we're keeping our monthly rendez-vous to get your 10 fingers moving! The first pattern will be Julietta, the pants you've been loving (that's a poor word!), which will be released in ten days' time, the pattern for the Thelma cape and the pattern for the beautiful Simona shirt... We'll keep you informed, of course.
And please note that I've heard your plebiscite, and we're going to make a crazy crazy agenda for 2017! I give you such a big kiss and let you discover the details of Midnight Bloom on www.wearlemonade.com
Thanks to Elephant Paname for welcoming us to their magnificent location for this shoot, and to Louise, Sarah, Laurence and Lydie for being the collection's beautiful ambassadors. Many thanks to Deliveroo for accompanying us to the Lemonade Shop, and delivering delicious meals in the co-working space! Many thanks to Asos for putting them on! Thanks to Julie Perrot for her help! Many thanks to Stéphane Delahaye and Laurence Mastraello to magnify the Lemonade Girlz. Thanks to Anne for her help and support. Thanks to the whole Lemonade studio team for making this possible.