LEMAIRE CASE STUDY
Client: Lemaire (lemaire.fr)
Project: Speculative Copy & Content Overhaul
Role: Concept, Copywriting, Editorial Strategy
Client Type: Fashion Brand / Parisian Luxury
Author: Marta Zwolińska
This is a speculative brand voice refinement, adapted in-brand.
This work is purely speculative — the brand did not commission this project.
01. PROJECT OVERVIEW
Lemaire represents a quietly sophisticated vision of Parisian style, an elegant synthesis of heritage and cosmopolitan ease. Its approach to dressing emphasizes quality fabrics, understated tailoring, and a nuanced modularity that allows garments to evolve with the wearer. The brand’s deep roots in Paris, combined with subtle global influences, have shaped a wardrobe that is refined yet practical, modern but timeless.
Goal: to enhance Lemaire’s narrative voice across digital touchpoints, sharpening the clarity of their storytelling while preserving the brand’s contemplative spirit. The aim: to craft copy that mirrors the brand’s subtle complexity and appeals to discerning customers who value authenticity and craftsmanship.
02. DIAGNOSIS
Current strengths:
Distinctive, calm aesthetic rooted in heritage and modernity
Emphasis on fabric quality and sophisticated tailoring
Strong Parisian identity with international relevance
Areas for improvement:
Web copy often too descriptive, lacking emotional resonance
Narrative can feel fragmented, with little cohesion between product and lifestyle
Missed opportunity to connect brand philosophy to customer aspirations
03. REWRITTEN COPY
Section About / Lemaire – original
Helmed by Christophe Lemaire and Sarah-Linh Tran, the Lemaire brand offers a timeless Parisian style that is cosmopolitan, sophisticated and rich in influences. Crafted from fabrics selected for their quality and designed for everyday wear, the wardrobe is eminently modular—the supple silhouettes and soft color palette allow Lemaire outfits to be restyled and accented over time. Pieces from different collections and seasons can be paired effortlessly while maintaining the space floating around the body as it moves. Some elements are borrowed from traditional Asian clothing: deep pockets, sleek design, and the allegory of the perfectly proportioned home as a protective shelter for a peaceful, self-assured life. Workwear and military garb lend practicality and sturdy finishing to the pieces in the wardrobe. The color palette features a broad array of neutral, earthy and muted shades that highlight the pure lines of the silhouette and compliment the face and body.
Section About / Lemaire – rewritten
Under the guidance of Christophe Lemaire and Sarah-Linh Tran, the brand has cultivated a style that feels both timelessly Parisian and unmistakably global. Their collections revolve around meticulously chosen fabrics and everyday elegance. The modular wardrobe they envision embraces soft, flowing shapes and muted tones — garments that can be combined season after season without losing their effortless poise. Drawing subtle inspiration from Asian traditions, pieces feature thoughtful details like deep pockets and sleek cuts, evoking the sense of a carefully balanced home — a sanctuary that grounds and protects. Elements of workwear and military uniforms add a quiet strength and functional finish, while the palette of earthy neutrals complements the natural contours of the wearer, allowing each silhouette to breathe with ease.
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Section About / Lemaire – original
Each collection is designed and developed in Paris’ historic Le Marais district, near the flagship Lemaire boutique on 1 rue Elzévir. Lemaire employs a staff of 85 individuals with common principles and a passion for garments that are carefully crafted, from the initial sketches to delivery at the boutique. Lemaire develops all the collections in-house and has an on-site workshop at its disposal. Lemaire uses materials woven in Europe and Japan, handpicked for their authenticity, durability and originality. 90% of the wardrobe is produced in Europe and the remaining 10% in Turkey and Morocco. The bags and leather goods are made in Spain and Italy, where a collaborative effort with artisans has culminated in inventive forms achieved through novel approaches to age-old techniques.
Section About / Lemaire – rewritten
All design and production take place in the heart of Paris’ Le Marais, just steps from the flagship boutique. The brand’s dedicated team of 85 shares a unified commitment to crafting garments with precision — from the earliest sketches to the moment pieces arrive in store. Lemaire’s collections are entirely developed in-house, supported by a workshop on site that ensures each detail meets their exacting standards. Materials come from Europe and Japan, selected for their genuine character, longevity, and distinctiveness. The majority of the wardrobe is produced across Europe, with some items made in Turkey and Morocco. Meanwhile, leather goods and bags are crafted in Spain and Italy, where close partnerships with skilled artisans blend traditional techniques with fresh design innovation.
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Section About / Timeline – original
Winning the ANDAM award in 1991 inspired Christophe Lemaire to create his own eponymous brand, a women’s collection to which he added a men’s prêt-à-porter collection in 1995. He put the brand on hold in 2000 to focus on his role as the artistic director of Lacoste, relaunching in 2007 with the opening of the flagship boutique and its cozy atmosphere in Paris’ Le Marais district. In 2010, Christophe Lemaire was joined by Sarah-Linh Tran, marking a turning point for the label, which rebranded as Lemaire and donned a new logo. A major runway show at Maison de la Radio served as a statement of this new artistic direction. The collections are now retailed at the boutique in Le Marais, on the brand’s website, and in the world’s top department stores, fashion boutiques and online shops.
Section About / Timeline – rewritten
Christophe Lemaire’s journey began in 1991 with the ANDAM award, a pivotal moment that led to the launch of his namesake label focused initially on womenswear. By 1995, a menswear line had joined the offering, creating a balanced wardrobe for both. After a pause in 2000 to pursue artistic direction at Lacoste, the brand made a quiet return in 2007, anchored by the intimate flagship in Le Marais. In 2010, Sarah-Linh Tran joined forces with Lemaire, ushering in a fresh chapter marked by a new logo and refined identity. This transformation was boldly announced with a landmark runway show at Maison de la Radio. Today, Lemaire’s collections are available at their Paris boutique, online, and in premier fashion retailers worldwide.
04. WHY THIS WORKS
Retains Lemaire’s understated elegance while adding narrative depth
Translates complex brand heritage into approachable, evocative language
Connects product qualities to lifestyle aspirations with subtlety and nuance
Balances heritage and modernity without resorting to clichés
05. OPTIONAL TAG-LINES / CAMPAIGN CONCEPTS
The art of living well, simply.
Elegance, made modular.
Parisian calm, global reach.
Wardrobes designed to flow with life.
Timeless, crafted, considered.
06. CREATIVE EXTENSIONS / SOCIAL MEDIA CAMPAIGN
Instagram caption:
Quiet strength in every stitch. Lemaire’s latest collection balances heritage and modern life.
Our collections
Pinterest pin:
Explore the art of subtlety: timeless shapes, durable fabrics, and wardrobe pieces built to combine.
Our look-book
TikTok video ad script:
Scene I: street of Paris, coffee shop, a woman passing a man, eye contact
Our designs create the space for stories to unfold.
Scene II: close-up on fabric details, pockets, flowing movement, their outfits touch as they pass each other
CTA overlay:
Discover the new collection
07. EMAIL NEWSLETTER
Subject line: Discover understated elegance
Header: Introducing the new chapter in Lemaire’s story
Body:
Crafted with intention and care, designed to endure. Our new collection invites you to experience a wardrobe built for modern life.
Discover our thoughtful essentials.
CTA:
Explore the collection