A lifelong fashion fan, Chloé Leita launched her eponymous label over a year ago. This self-taught couturier has developed a casual formal wardrobe to make women feel chic and comfortably dressed for any occasion.

Paris, Right Bank. On a lively street in the 10th arrondissement, wedged between the Rex and the Jeannette bar, behind a heavy blue door is a pleasant cobbled courtyard with trees, sheltering us from the hum of the capital. 4 floors later, we're in the creative apartment, where we chat with Chloé, the brand's founder and artistic director.

PHOTOS & VIDEOS NOEMI MICHEAU

  • Blue you, the first drop to highlight the power of blue on our emotions.

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What's your background?

Chloé: I was born and raised in Marseille. When I was 18, I decided to study in Paris. I've now lived longer in Paris than in Marseille, which will always be MY city. When people ask me where I'm from, I always say MARSEILLE. And I always get the same line: “That's strange, you don't have an accent”. After a few years as a marketing consultant in an agency, I joined L'Oréal. But I had trouble fitting into the mold. I needed more freedom and, above all, creativity...

Tell us how LEITA Paris came about.

Chloé: I started sewing my first pair of pants in February 2022. And on a whim (laughs), I set myself the challenge of creating a responsible ready-to-wear brand for women. So to speak, I started from scratch. And in March 2023, the brand was launched and the first collection came out! Looking back, it really was a crazy idea. I gave myself the means to achieve it by training and, above all, by surrounding myself with craftsmen to help me build this crazy project. This was a complex stage, but clearly it was only the first!

What identity did you want to bring to the brand?

Chloé: I'm convinced that comfort is the new buzzword in women's fashion, and that it can rhyme with “chic”. I want to create clothes in which women feel chic and comfortable for any occasion. And to achieve this, I rely on a demanding triptych: the most flattering cuts, the most subtle colors and the most sensorial, eco-friendly materials.

Why is LEITA Paris a committed brand?

Chloé: With this project, I wanted to help create a better world: one that's happier and more respectful of the planet. So I've been pulling at this thread in every area: the raw materials, the manufacturing, the business model... Of course, not everything is perfect yet! Our capsules are sold by pre-order, so that we can produce as sparingly as possible and avoid waste. Our fabrics are made from natural materials, developed and certified by LENZING, the benchmark in terms of certification. The garments are then made in a partner workshop in the heart of Lisbon, expertly run by Madalena. I'd like to relocate the manufacturing to France. It's a challenge, but I'm convinced we'll get there very soon. It's a challenge, but I'm convinced that we'll get there very soon.

What makes LEITA so special?

Chloé: Beyond commitment, what drives me is the creativity I want to convey through the clothes I develop. This is expressed through the color palettes and patterns that are the brand's other strong signatures. Over the course of the capsules, the hues are revealed in monochrome sets or through bold but always chic patterns, like the giraouu motif I designed, which is directly inspired by nature and the coat of the endangered Rotchild giraffe. Colors are very important to me and I spend a lot of time finding the perfect one. They're important because I'm convinced they have an impact on our emotions and the way we feel throughout the day.

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And how would you describe the Leita woman?

Chloé: The woman who comes to LEITA Paris is looking for clothes that can be worn for every occasion. For her, there's no daytime and evening wardrobe. She needs to be able to slip into an outfit in the morning without having to think. Sure, it's an investment, but she knows she has a turnkey look, so she can wear her flowing pants with a t-shirt and her shirt with jeans. With us, she'll find outfits that dress her up for day or evening, and that change their look depending on whether they're worn with a pair of sneakers or heels. For me, these are the perfect pieces when you're not sure what to wear and don't want to do too much or too little. One thing remains constant: the chic, comfortable feel of these garments.

What is your creative process for developing the drops ?

Chloé: Everything starts with a theme or concept that inspires me, to which I associate images and colors to create a moodboard that will be the creative line for the capsule.

From there, I choose the fabrics best suited to the theme, the season and the pieces to be developed. Each new drop offers a limited number of models, always with one or two new items, like a restaurant with a short, well-crafted menu combining reassuring signature dishes with little novelties to keep us on our toes. All our pieces are designed to last, and blend easily with older ones, all created with the same creative inspiration. So there are few references, but an infinite number of possible combinations. Everything can be mixed with everything!

Chloé slipped us a little confidence at the end of our interview. The next capsule will feature the color burgundy.... Wait and see!

 

 

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