STITCH IN TIME: Molli, the heritage knitwear label renown for its garter-stitch “newborn collection” that in 2015 was relaunched as a women’s knitwear label by Charlotte de Fayet, has opened a fur-lined pop-up shop on Paris’ Avenue George V.
De Fayet for the event, which marks the label’s 130th anniversary, erected a small, wooden, houselike structure within a vacant site on the tony avenue, which she will occupy for around three months. Surrounded by a sea of white hydrangeas set in blocks, the house is lined with white fur meant to evoke the softness of the label’s knits.
“These are not just knits to keep you warm, they’re elegant wardrobe essentials that you can also wear on a night out,” said de Fayet, herself dressed in a tiered black knit dress with crocheted collar from the current collection. Other highlights on offer include vibrant pleated skirts in a chevron motif, bombers in a tartan jacquard knit and ruffle-necked tops. Prices range from 290 euros, or about $310 at current exchange rates, for seamless, garter-stitch sweaters from the label’s classic line to around 500 euros, or $530, for a cape. New patterns, stitches and colors are added each season.
De Fayet, a former L’Oréal marketing executive who discovered Molli while on maternity leave, after taking it over also rebooted the label’s two existing Paris stores, located on Boulevard Saint-Germain and Avenue Paul Doumer. The brand has an e-shop and so far is carried in Le Bon Marché and Biotop in Tokyo, with de Fayet keen to keep distribution “ultra exclusive.” They’re about to start working with a U.S. showroom, she said, with the U.S. and Japan key target markets.
Molli was founded by Wilhelm Rüegger in Zofingen, Switzerland, in 1886 and originally specialized in ultra-fine knitted underwear. The company switched to infant wear in the Fifties. Today, the label’s creations are knitted in family-owned workshops in France and Italy.