Amélie Pichard Introduces Basics Line to Fuel Creative Endeavors


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Amélie Pichard continues to lead an independently voiced brand. The designer — who in November 2016 announced that she had cut wholesale distribution in favor of a direct-to-consumer model where she releases new designs at her creative whim — has launched a limited line of basics to help fuel her operation. “My first value is freedom,” Pichard said of her brand. The Amélie Pichard La Quotidienne line of three colorful suede styles — a pump, slouch ankle boot and high boot — is to retail between 295 euros and 495 euros. These prices are purposefully lower than Pichard’s typical price point, in a move to attract a wider audience. Pichard expects that the basics line will eventually comprise approximately 25 percent of brand sales, and will accept wholesale accounts only relating to the collection. While Pichard felt that seasonally based wholesale collections limited her creativity, Quotidienne will rarely change its format. Although she said, “these designs are to be worn year-round,” a new range of colors will be issued each season. The Quotidienne styles, all produced in Portugal, have been tested for durability — intended to be worn over the course of multiple years, and cared for by a local cobbler. The designs’ curt heels

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