French entrepreneur and designer JULIETTE CAPILLAIRE tells us why she has just rebranded women’s fashion brand Capsule by Juliette as Juliette C – and even models for us!
What is Juliette C all about?
I’ve come a long way since I launched my first capsule for women, seven busy and fruitful years ago. We now have locations in Singapore and Shanghai, and my label is available worldwide online.
As my collections have evolved, so my style has emerged: a Bohemian flavour, a touch of rock and a free-spirited, chic look – just like the Parisian woman herself!
Over the years, I have put more and more of myself into my collections, so it felt appropriate to rename the brand with my name – Juliette C.
More than ever, I want women to feel beautiful and confident when wearing my label, feeling free to express their personality. For this special occasion, I wanted to wear my iconic pieces for you – I call them my classics with a twist – which bring me confidence, are timeless enough to be worn effortlessly through the years, and have the Parisian style that I cherish.
Tell us about your influences.
My grandmother was the quintessential Parisian woman: understatedly elegant, beautiful and refined. She introduced me to fashion, showed me how to look my best, and taught me to recognise quality materials.
She took me to the theatre and to dance performances. I’ve been a dancer all my life, and stage costumes are another source of aesthetic inspiration for me. I’m sensitive to the way fabric hangs, and I like the clothes I design to be comfortable and to move with the body.
My favourite fashion designers are Barbara Bui and Isabelle Marant. I share with them a strong sense of identity, and a desire to give women the means to feel good about themselves.
Collaborations with skilled craftsmen are another important source of inspiration for me. Partnering first with an Indian woodblock printer in Delhi, and then with Indian embroiderers, has been a thrilling experience. Not only am I participating in the preservation of these skills, but I’m also able to offer my customers something truly unique. What’s more, I’m excited to be working with an Italian illustrator to design ever-evolving and original prints for my garments and accessories.
Apart from embodying the famous French touch, how would you describe your design ethos?
“Rock-bohemian-chic” comes close. Blending a hint of glamour, a touch of the bohemian and a dose of rock, I like to create a nonchalant look that is utterly chic, reflecting the style of the energetic, feminine Parisienne juggling her daily activities.
Each garment is made to last, and has a distinctive detail that lifts it above a pure basic. For example, I love detailed sleeves, gathers on a white shirt, wide cuffs and mother-of-pearl buttons. The choice of materials is vital: I only use 100 percent natural materials.
My timeless signature designs include several variations on the jumpsuit I created early in my design career, as well as a bomber jacket and embroidered pieces. Each season, I tend to introduce new basics that are elegant and easy to accessorise according to the wearer’s style and personality.
What took you to Shanghai, and what’s it like to live there?
I moved to Shanghai in August 2020 with my family for my husband’s job at LVMH. We live in the former French Concession, which is like a village with charming small streets. I do everything by bicycle!
During the cold Shanghai winter, I do miss the tropical weather of Singapore. I especially miss my daily routine at Cluny Court, where I have my boutique – buying bread, having a coffee with my friends and so on.
This article first appeared in the March 2023 edition of Expat Living. You can purchase the latest issue or subscribe, so you never miss a copy!