Marie Laffont in her studio wearing Triya turtleneck.
Photo courtesy of Marie Laffont. Photographer: Nela Kekic.French designer Marie Laffont spent a decade designing footwear before she decided to launch a brand of her own. After studying under Pierre Hardy, she designed footwear for luxury brands like Sonia Rykiel, Christian Louboutin and Zac Posen. But even working among the best luxury brands in the world, she wasn’t able to find the right shoe to wear throughout her pregnancy. She needed something flat, but not a sneaker; comfortable, but also elegant. “That’s when the idea of creating my brand came to mind,” says Laffont. “I didn’t want to have to compromise aesthetics for comfort and I thought women would respond to that.” Truth be told: women, in general, have never needed a shoe quite like the one Marie had envisioned more. As women continue to juggle all aspects of their busy lives, mobility has never been more important, and frankly, what occasion do we have to really wear stilettos these days? So after years of experience in the industry, Laffont felt she had the knowledge in design and production, and also the access to a wide network of suppliers and Italian factories to launch the first stiletto-less luxury footwear brand. And by fusing her experience and knowledge with her love for contemporary art and design, she has created a collection of luxury footwear that every woman has been waiting for.
Below, Marie speaks exclusively with Forbes about the making of her brand.
Photo courtesy of Marie Laffont. Photographer: Nela Kekic.
MM: Heels really seem to be a thing of the past now that events, nightlife, office life and travel are at a standstill, do you think even before the Covid-19 pandemic women were transitioning to more casual footwear?
ML: I do think heels will always be important..... But in today’s world, everyone is running around living everyday life, riding the subway, cycling or walking. I feel like women want to be able to run around in style and feel comfortable at the same time. COVID-19 accelerated it but the tendency was already there.
MM: Describe your shoes. How are the ways in which you’re combining function with style?
ML: I’m always inspired by colors, whether it’s trips to Miami or my family’s home in the South of France; colors are always the anchor to each collection. But above anything else, I think of my customer first – women that are juggling a career, kids, relationships; I want them to feel chic and elegant, but simple and comfortable at the same time. With that in mind, I make sure that my shoes are made from exceptionally soft leather and suede and are detailed with my signature studding or glitter and pony hair for some fun accents. In some cases, I also add an inch to the sole to give elevation to the leg - what girl doesn’t want that?
Photo courtesy of Marie Laffont. Photographer: Nela Kekic.
MM: How is your love for contemporary art tied in to the ethos of your brand?
ML: I’ve always admired art and artists from a very young age. I loved music but could never sing or play an instrument. My talent has always been visual arts. I started painting, drawing and sculpting at around 4 years old and never stopped. For every brand I’ve worked with, I’ve incorporated motifs or used techniques of visual arts to create designs. That’s also why I decided for my first collection to partner with the fantastic artist Morgane Tschiember and create a shoe together. I'm always interested in how artists see the world and think about how theirs could collide with mine. When I create a pair of shoes, I often think about which artist would wear it and often name it after her.
MM: How do you factor sustainability into your collection?
ML: It was always a primary concern of mine that my production be sustainable. In terms of quality, I want my shoes to be as long lasting as possible; with time, I want them to feel like a pair of pants, a jacket or a coat that you’ve worn a lot but still is the best fit. It needs to be able to gain a form of respect from its owner and induce a will to take care of them. I want them to look worn and form some sort of emotional bond with their owner. Wearing and producing a durable product is also important to me for the environment and thus for future generations - and I’m a mother and nothing is more important to me than that. All my shoes are handmade by amazing craftsmen in Italy and I use only high quality products. The sole, that I’ve designed from scratch, is made with 80% recycled materials and the boxes in which the shoes come are 100% recyclable and made out of recycled paper. The signature studs which are fixed into the grosgrain are also hand applied in Italy.
Photo courtesy of Marie Laffont. Photographer: Nela Kekic.
MM: What can we expect for the future of your brand?
ML: As for the very near future, I’m very excited about my upcoming pop-up store at 167 Mott street opening next week, on October 15th. We’ll be open for at least three weeks. I want New Yorkers to actually feel and experience the shoes in person. I will also be able to get real time feedback on how the different models are perceived, which is something I’m really curious about! In the future I would love to do another collaboration with an artist when I find the right match. I’m also thinking of new ideas like adding new patterns into my designs.
Photo courtesy of Marie Laffont. Photographer: Nela Kekic.
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The Link LonkOctober 09, 2020 at 07:00PM
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Are High Heels A Thing Of The Past? This French Designer Says Yes. - Forbes
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High Heels
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