The brand of scarves and accessories Inouïtoosh presented its new collection at TFWA-WE 2019, an invitation to travel and poetry inspired by traditional Indian works.
Inouïtoosh‘s adventure began eleven years ago in a small shop on the Quai Blavet in Saint-Valéry-sur-Somme, facing the Baie de Somme and its breathtaking landscape of the end of the world. While feeding on this grandiose panorama and this bay ranked among the most beautiful of the world, the two stylists, Lise Guitton and Mathilde Bon, founded Inouïtoosh, a line of scarves and accessories through which all this unique panorama and this indomitable and changing nature are reflected. Bold and elegant, the scarfs are conceived like paintings and tell a story. Inouïtoosh was celebrating a ten years milstone at TFWA-WE 2019, exhibiting for the first time.
A dreamlike bestiary
We dive into the Inouïtoosh collection as we discover an exhibition of paintings based on exoticism and French elegance. As they their travel in far-off lands, the two stylists draw inspiration from the exoticism of the places they go through to populate their creations with tigers (their favorite animal), bisons, colorful birds and monkeys moving from lianas to lianas, tropical nature, lush vegetation, exotic flowers, antique or architectural motifs. This dreamlike bestiary calls home some high quality materials such as silk, wool, cashmere or cotton.
First decade of success
Lise Guitton and Mathilde Bon opened their first Inouïtoosh boutique in Saint-Valery-sur-Somme. Four years later, they opened a corner at the Bon Marché on the Left Bank. With the success of their creations, they diversify by launching a first range of leather goods in 2013 and a first ready-to-wear collection in 2015. The following year sees the opening of the address Inouïtoosh in Paris, rue de l’Odeon, before a second shop in Le Marais. Thanks to its creativity and the singularity of its designs, the brand has distinguished itself. Today, Inouïtoosh celebrates its first decade and continues to expand its lifestyle range: accessories, ready-to-wear and home collection whose essence is to make accessible the beauty of a unique know-how, through exotic influences and French elegance.
The manufacturing of Inouïtoosh scarves
Conceived and designed in Saint-Valery-sur-Somme, the products are manufactured in India, where ancestral weaving techniques sublimate the alternations of noble materials such as wool, cotton, silk or cashmere. The quality of raw materials is at the center of the brand’s concerns, whose creations are made of 100% natural fibers, so that your scarves and stoles bring you comfort and softness. A relationship of trust has been established between designers, sales teams and manufacturers over the years. A real synergy that has enabled the brand to develop expertise in weaving, printing and embroidery techniques. This know-how makes it possible to obtain an authentic and irregular side, simple in appearance, and yet difficult to work if one wants to maintain an irreproachable quality of finishes.
The extraordinary world of “inouïs” prints
The ready-to-wear line is the result of a new vision for Lise and Mathilde, who wish to reinterpret women’s clothing by adapting it to Inouïtoosh codes. Relaxation, elegance and delicacy are the key words of this easy-to-wear wardrobe, with refinement. For the second season in a row, the style team takes you on a journey through the extraordinary world of inouïs (incredible) prints, by drawing shirts and dresses. Inouïtoosh recently explored the world of home, wishing to create a warm and cozy interior, a real cocoon with exotic touches that we do not want to leave. The cushions, rugs and plaids are an invitation to rest in the heart of the Inouï jungle, where the enchanted bestiary will inspire your dreams.
J’ai dix ans!
It is with this cri du cœur, borrowed from french singer Alain Souchon whose song J’ai Dix Ans! (I’m ten years old!) was a hit, that Inouïtoosh was showing its colors of year 2019 whose creations were presented at Cannes TFWA-WE 2019. In a singular, dreamlike and magical style, the collection is adorned with animal motifs, the spearhead of the brand, flowers, colors, the exotic madonnas and sweets of the iconic bouquets of the nineteenth century… The luxuriance of plants is softened by more sober notes on the fringed or embroidered edges and the gender diversity male-feminine invites itself into collections thought to be worn by all.
Like an exhibition of works of art
Each scarf, bag, cushion or rug is thought of as a work of its own. The collections follow a common thread and let themselves be revealed as an exhibition. The bold colors inspired by Indian paintings rub shoulders with navy blues shades, as well as moe felted “nudes” and beige, to create a subtle palette of colors, both feminine and masculine. These nuances are breaking with the monotony and reinforce the poetic universe of Inouïtoosh. Finally, as a nod to the shining lights of the Bay de Somme, one finds gold and silver reflections in small touches throughout the range.
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