fashion news

The latest fashion news from here and elsewhere.

Livøm, a new store concept

Olivia Levy
The Press

It’s a new concept. When you enter Livøm, the smell of scented candle floats in the shop, the atmosphere is sweet. There are coffee tables, poufs, chairs, cushions. Clothes too, jeans, jackets, sweaters, coats, slippers, scarves. And you can buy anything. Even the carpet we walk on.

“We thought it would be nice to go to a store where you can buy absolutely everything! We decided to combine furniture (30%) and clothing (70%) in the same universe. For example, if you’re in the fitting room and you like the mirror, you can walk away with it, just like the chair, the candle and the decorative accessories”, explains Paule Lafrance, artistic and marketing director of Livøm, who is part of the Marie Claire group, a family business. It was with her father Sylvain Lafrance that she had the idea for this new concept. “During the pandemic, we realized the importance of home comfort, the importance of being comfortable at home and with yourself. Livøm means life (live) at home (Om) with serenity and well-being. We were inspired by the Scandinavian spirit,” says Sylvain Lafrance, president of the Marie Claire group.

Indeed, the shop reminds us of the famous Danish hygge, a way of life where we create a warm atmosphere, by candlelight, where comfort is cozy. The furniture has clean lines and the clothes are made of very soft materials and colors. “We establish the loungewear style clothing collections in a small committee, we choose comfortable fabrics, we favor recycled materials and natural fibers. There are jeans, coats, pajamas, underwear, jackets, shoes, t-shirts, slippers, scarves, mittens, bags. The offer will change with the seasons. We target women of all ages, but particularly those in their thirties,” explains Paule Lafrance.

As for furniture and decorative accessories, some are made of recycled wood, others of metal, and poufs are made of wool and cotton. “We took a trip to Morocco, we were thrilled by all the craftsmanship and know-how of this country, so in the next acquisitions, we will see a Moroccan influence. In the choice of cushions, rugs and terracotta vases”, specifies the artistic director.

Two stores are open, those in Repentigny and Saint-Hyacinthe. By the end of the year, there will be those of Chicoutimi and Sherbrooke. And Montreal? “Whether in malls or elsewhere, I’m waiting to find the right location. That’s the secret to success: the right location. Our offer is different, we sell a way of life and we hope to launch the concept internationally,” concludes Sylvain Lafrance.

Good cause: after “L’amour crisse”, Humans in solidarity

Valerie Simard
The Press

In the wake of the “L’amour crisse” project, which made it possible to donate $189,000 to the Maison Simonne-Monet-Chartrand, Petite Gazelle Atelier is launching Humans in solidarity, a collection of sweaters with inscriptions, part of the profits from the sale will be donated to various organizations. Fifteen Quebec personalities, including Ingrid Falaise, Guillaume Lambert, Anaïs Favron, Alex Perron, Patricia Paquin as well as Abeille and Mitsou Gélinas, joined the project by choosing a cause dear to them. Each cause is associated with a touching, inspiring or humorous inscription. A donation of $5 per t-shirt and $10 per hoodie will be given to the corresponding organization (YWCA de Québec and Y des Femmes de Montréal, Fédération québécoise de l’autisme, Carbone boréal and Maison Jean Lapointe, among others) ).

Collaboration: Leylah Fernandez at BonLook

Olivia Levy
The Press

Tennis champion Leylah Fernandez launches a collection of eyeglass frames with Montreal company BonLook. It is made up of two frames that come in several colors, inspired by her career as a tennis player. “My personal goal is for this collection to reflect my fashion sense and the love I have for design both on and off the court,” Leylah Fernandez said in the release. The new Leylah Fernandez X BonLook collection is available online and in 36 BonLook stores across Canada. The frames are sold at prices that range between $149 and $179.

New: Merino for toddlers

Eve Dumas
The Press

Going out in pajamas? It is more than ever possible for children thanks to the new brand Timininous. This one, founded by Marie-Renée Grondin, a former journalist and political attaché, is entirely made up of merino wool pieces, made in Quebec. It was while traveling through Portugal from south to north and experiencing large temperature differences that the businesswoman had the idea for her business. “I was constantly concerned about my baby’s comfort,” reads Timininous’ website. Merino wool is known to have thermoregulatory qualities. The base layers are designed to be thermal underwear, but also pajamas. Midlayers can be layered over the base in cold weather or layered on their own. As we know, little ones never wear their clothes for long. This is why those of Timinous are for the most part evolutionary, offered in three sizes (3 to 12 months, 1 to 3 years and 3 to 5 years). Simply roll or unroll the sleeves and ankles for lasting comfort. We really like the cute hand-knitted balaclava, available in several neutral tones. The mini us will be more warm, dry and soft than ever until next summer.