LOS ANGELES — A new contemporary label called Jeunesse, launching for spring, is proclaiming the silk blouse the antidote to the high-end T-shirt in the tops category.
The brainchild of Joie and Katayone Adeli co-founder Sean Barron and Cynthia Mittweg, who also are the team behind the label Aiko, Jeunesse was developed with backing from Andrew Rosen. Its aim is to explore designer collaborations in a single category per partnership. Enter celebrity stylist Cristina Ehrlich, a longtime friend of Barron and Mittweg’s.
Ehrlich’s own collection of vintage silk blouses from Yves Saint Laurent, Chloé and Dior inspired the collection of four silhouettes in crepe de chine and double georgette, ranging from polka dots and stripes to solids and colorblocking. As a nod to the label’s name and Ehrlich’s love of all things French, the styles are named after Jean Moreau, Françoise Hardy, Fanny Ardant and Claudine Longet.
The line, priced from $90 for a sleeveless button-down to $108 for a poet’s blouse, will debut in 90 retailers including Intermix and Shopbop.com.
“Volume is not as important as reach for us. We hope to be in 300 doors by the end of the year,” said Barron, who declined to give sales projections.
“These are go-to pieces whether they’re a now color like hot pink or classic black and white stripes. It’s how women today dress whether they’re young, old, famous or not,” said Ehrlich, who has ordered several styles for her clients to wear on non-red carpet days.
“I’d like to see Jeunesse evolve into other categories with other collaborators, but there’s no set plan yet,” said Mittweg. “Dresses would be a natural progression from the polished look of the blouse.”