Le Temps des Cerises
16 Jan. 2012
LE TEMPS DES CERISES WORKS ON COLLECTION AND IMAGEThe French jeans company Le Temps des Cerises has started the new year with some changes. At the next Bread & Butter fashion fair, the Marseille-based enterprise will introduce Zero into the female collection. The ecological Zero line is produced in a new, waterless method of washing, using active oxygen as a substitute. This technology has been in effect for the menswear collection Japan Rags for six seasons, with a half dozen menswear models and about a third of the whole collection being produced through this sustainable treatment. Due to the jeans' tendency to remain stiff, the enterprise initially hesitated to propose a women's model. However, a recent trial run in France showed positive responses from female costumers, thus leading to this summer's launching of the Zero line.
This season Le Temps des Cerises will also present a new role model. 31-year-old Annina Roescheisen, a Munich-born art agent, television producer and model, will be presenting this summer's collection. She was chosen for her rock spirit and independent, sensual, modern it-girl energy.
Finally, the company's kidswear collection, Little Cerise, will be changing its name to “Le Lemps de Cerises junior” beginning with the fall/winter season. The line, which was launched three years ago exclusively for girls but has since expanded to boys as well, is sold in 300 point of sales in Europe. The reason behind the name change is to emphasize the collection as a junior version of the adult collection.
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