WEAR LEMONADE COLLECTION #6

Hello my little cats!

I'm writing to you from my bed, the sun is beating down and the wind is blowing up my curtains - it smells like summer outside! The arrival of the sun is giving me a welcome boost of energy, and today I'm here to tell you about the news that's shaking up our lives at the office: the arrival of the Lemonade collection. "Kiss Me Forever" collection…

I know I'm surprised at every launch, whether it's the fourth, fifth or even sixth collection, but I don't know, this one has a special taste, it drives me crazy!

I have the feeling that it's more accomplished than all the previous ones, that we're all growing at the same time as the collections. I think I like the idea that this collection is uncompromising, with bold, pop colors. And even in the more classic pieces, there's always a fun twist, with a lining, a little heart, a pink hat... And this lipstick motif, I love its spontaneity, I love the detour of make-up, and that it makes a direct bridge with the beauty universe that's so close to my heart.

For Kiss me forever, I wanted a wrap dress that could be worn "front to back", and my friend Justine B., who poses in these photos, came to my house one day with her "to the moon and back" sweater in front to back. Justine often does this with her clothes, so I thought that with the crossed heart of Ditaso I thought that with Dita's crossed heart, it was the perfect opportunity to play with the double way of wearing her clothes. Dita, I'll tell you more about tomorrow with the release of her pattern... But hey, in addition to being worn both ways, it turns, it has pockets, and it wrinkles on itself. I love it. If it's true, to tell you the truth, I almost wanted to rename it Lisa because I'm going to wear it in so many colors!

The other key pieces in this collection will be the India pantsuit, due out mid-August, and the short jacket, Maria, a working pink in early September...

But there's also Tara the pink hat, Simona the removable lavaliere shirt (the pattern for which will be released for the next collection), Lena, Lila come back to complete the silhouettes, Sonia the t-shirt that was a phenomenal success as soon as it was released (a restock should arrive soon) and the Natalia skirt in jersey.

For this collection, I really wanted us to achieve the fairest possible prices, because we are not and have no desire to become Fast Fashion giants, but with our small productions it's often a complex gymnastics to reach our price targets while respecting our values, being able to trace the provenance of our materials and satisfying our suppliers! But I also don't want to be perceived as an overpriced designer brand, so it's complicated... I want to offer fashion and experience at a fair price, for you, for the people who work for Wear Lemonade and for us.

And then for a brand, you have to be on all fronts, on style obviously, on the constant search for new partners and suppliers, on prices, as I've just told you, on the photo concept, on the faces who will represent the collection, on the performance of your e-shop, on customer service and on the parcel experience! But what's good today is that we're starting to identify the various points that could be problematic, and we're doing our best to anticipate them!

So this will probably make you smile, but I'm having a ball with this whole parcel experience thing, and I think I'm going to write an article very soon to explain my point of view and show you what we imagine every quarter. I'll wait for the next orders to arrive so as not to spoil all the surprises!

I'll let you watch this little film based on the brilliant creation of the boys from musicalistas well as the images. I've read on social networks that you'd like to see the collection on more different physiques, and I wanted to pose my friends and muses, but I've listened to your comments. So thanks to Justine B. Alexandra B. and Jade H. as well as Mélanie G. for having lent themselves to the game of models for a day. Thanks also to Martin Condomines for his sunny images, to Olitax for this luminous lookbook and video that I've watched 1,000 times. Thanks to Laurence Maestrello for such fresh make-up and to Fred for his braids! Thanks to the lemon team, I'm terribly proud of you!