PARIS — Maxime Simoens, considered one of Paris’ most high-profile and business-savvy young talents, has tapped Jacques Emmanuel Falempin as chief executive of his two-year-old brand.

As a former associate director of the fashion consulting firm Agent de Luxe, Falempin has consulted for several LVMH Moët Hennessy Louis Vuitton-owned fashion brands.

Simoens, 26, joined the Paris couture schedule in January, and for the past two seasons has shown ready-to-wear collections which had already been sold to retailers alongside some pieces specially made for the runway. 

Among new moves, Simoens is to replace his pre-collection with a lower-priced limited edition contemporary capsule line, named Code Barre after the bar code-style design of his logo. The first edition will be presented on Sept. 28 during Paris Fashion Week. Wholesale prices for the line, which goes from mohair knits to embroidered frocks, range from 70 euros to 450 euros, or $85 to $550 at current exchange.

Maxime Simoens is carried by about 30 stores, including Montaigne Market in Paris and Maria Luisa in Qatar.
Actress Melanie Laurent counts among celebrity followers of the brand.