PARIS — Mellow Yellow, the quirky Parisian footwear and accessories label, is equipped to dress customers from top to toe with the launch Thursday of a ready-to-wear collection.
A selection of creations from the Fall 2017 line is available as an avant-premiere on Mellow Yellow’s e-commerce site, but the aim, said brand director Magali Blanc, is to roll it out internationally as a fully-fledged lifestyle label.
Based on classics with pop twists, the collection channels two story lines: English garden and a back-to-school theme based on preppy red, navy, white and pale blue items. Items range from embroidered parkas and Made in France peacoats with printed linings to tartan bombers, Nineties-inspired sweatshirts and shirts splashed with quirky prints developed in-house.
Blanc said the brand, which launched in 2005 and was acquired by French family-owned group Eram four years ago, has already secured partners in the Middle East, with franchise store openings in Qatar and Saudi Arabia and two more due to open in Tehran, Iran, in the next couple of weeks. Asia, Britain and the U.S. are the other target markets, she said, with a corner due to open in Singapore department store Robinson’s in September.
The brand in two weeks in Montpellier in the South of France will open its first store dedicated exclusively to the new clothing line. A pop-up corner showcasing the collection will also open in Galeries Lafayette’s Boulevard Haussmann flagship on June 10.
The first advertising campaign is planned for spring, Blanc said, adding that the brand is also scouting a store location in Paris for the apparel line.
Mellow Yellow counts 50 points of sale, based mainly in France, including three corners in department stores and 15 own stores.