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LE MONT St MICHEL - FALL WINTER 2010
Looking for something different, a medium that would allow to create collections combining authenticity and a specialised fashion with a strong identity. At the same time, attracted by the secondary aspect of the name, rather old-fashioned but full of humour. It seems a bit untypical for a brand of clothing ; Le Mont Saint Michel was a 'sleeping beauty', a very old brand name first registered in 1913. Also found it to have an austere and authentic side, reminiscent of 'traditional' colleges where they still wear uniform, but with an inbuilt desire to subvert it to find their own style. Little by little, fashion ideas centred on this brand name came into mind : a mixture of tradition allied with modernity, humour and a touch of self-mokery...We cultivate our difference by endeavouring not to yield to the trend towards the globalisation of style.
Lemontsaintmichel.fr ~
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