Brand background

Brand background

After 5 years studying architecture in Lyons, Nathalie Chaize turned her attention to other fields: theatre, dance, designing stage sets and making stage costumes. She also became passionate about fashion, participating in fashion shows and winning an international fashion contest presided by Paco Rabane to select 10 French designers and 10 foreign designers for an international fashion show. Her fellow winners included Franck Sorbier and Walter von Beirendonck WLT. Between invitations to the Biennial in Barcelona, Turin and Miami, she launched her own brand on the hills of Lyons’ Croix Rousse neighbourhood, above the famous restaurant “La Mère Brazier”. She teamed up with Yves-Paul Casile (her husband and fellow fashion designer selected for the international fashion show), and they opened their first boutique in Lyons at 5 Rue Mercière. The company grew and in 1996 moved into a former art gallery, the “Œil Ecoute”, right in the centre of Old Lyons.  In 2000, when distribution had expanded throughout France and internationally, the brand opened a boutique and a showroom at a very prestigious address in Paris: 205 Rue Saint Honoré. Also in 2000, the brand took possession of an industrial platform on the fringes of Lyons, in Champagne au Mont d’Or, where it would set up its logistics platform and, eventually, its commercial offices, fashion studio and design office. In 2003, the brand procured premises in Lyons’ most prestigious neighbourhood, at 6 Rue Gasparin, and Nathalie Chaize asked Rémi Tessier, a renowned interior designer, to come up with a concept that captured her world. Between 2003 and 2006, boutiques were opened in Bordeaux, Rennes, Montauban and Rouen, and the first Nathalie Chaize corner opened in a department store, Le Globe, in Mulhouse. In 2006, Nathalie Chaize received an “Elans de la Mode” award in Paris from the French “Women’s Prêt-à-Porter Federation” along with Agnes B, Isabelle Marant and Anne Fontaine. In 2008, a boutique was opened in Lille, taking the network of Nathalie Chaize outlets to a total of 7 boutiques and one corner. The brand fine-tuned its concept, evolving towards greater legibility and ensuring that the boutiques reflected the personality and the work of Nathalie Chaize: library corners appeared in her boutiques, background music was selected by Nathalie…. In 2010, Nathalie Chaize showcased her 50th collection in a gala fashion show during the Prêt-à-Porter exhibition. That Autumn/Winter 2010 collection featured reproductions of Nathalie’s earliest creations. In 2011, the brand polished its boutique concept, renovated its boutiques in Paris, Rennes and Montauban, and redesigned the website to mirror the universe of the brand as captured in the boutiques. New website of the brand turned on Nathalie's universe, fashion,music, books... and e-shop. Recruitmrnt of an export manager, the brand export itself to Tokyo and Osaka fairs. New mission in Korea. International development is the mainstream of the brand. Moreover, Nathalie Chaize receives the International prize for CEO women. In 2012, new agent in the USA and Germany. Participation to New York and Berlin fairs. Opening of a new boutique and showroom in Paris, at 10 rue du Jour, 75001 Paris. Installation of a new online shop with the cooperation of retailers. Nathalie Chaize is the most influent women in Lyon. She launches the initaitive "reflet de soie': for women in difficulties, she offers them the clothes to pass their interview for a new job. Development of the concept of brand with a new decoration in the shop in Lyon. And, Nathalie Chaize was names "Chevalier of The Legion of Honnor" by decree of President pf the Republic dated 14th July 2012. Signature of a license agreement in Korea. In 2013, willingness to increase the international development. Research of partnership in China. Participation in Chic Pekin and Wenzhou fairs. New mission in Moscow.