Bonpoint Unveils New Look in Paris

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._BONPOINT's new artistic director's first design effort for the brand was full of quiet luxury, sophisticated colors and charm.

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Bonpoint introduced its new artistic director in Paris on Thursday, along with her first design effort, a fall 2021 collection full of quiet luxury, sophisticated colors and charm.

Founded in 1975, Bonpoint is billed as the only French couture house dedicated to children’s wear, famous for it Liberty-print Duchesse dresses with smocking details, and for its luxe baby clothes. “Bonpoint has always offered a wardrobe,” Loonen said, leading a visitor through the collection, displayed at its flagship on Rue de Tournon in Paris.

Bonpoint chief executive officer Pierre-André Cauche, who joined from IKKS Group about a year ago, has been quietly refocusing the business on its core categories. He discontinued its adult line, and recruited Loonen to succeed Anne Valérie Hash, giving her the creative reins of an image campaign emphasizing “fun, elegance and tradition.”

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