2024-02-05 17:37:01
“And Forlife… created woman!” It is with this poetic formula – a nod to Roger Vadim’s feature film which made Brigitte Bardot a star – distributed by newsletter and on its social networks that the label of the Lucas and Séverin Bonnichon brothers announced to its community its first women’s locker room.
In 2024, Forlife is launching into women’s fashion and is banking on a joyful and gourmet campaign inspired by “the Parisienne” – Forlife
The little sister of Cuisse de Grenouille, born digitally in 2018, now offers its range of feminine essentials. “Since the start of the Forlife adventure, we wanted to make feminine products and lots of women asked us,” explains Lucas Bonnichon.
The duo is launching their new line with a first product, a t-shirt called “Jane”. This was created from feedback from its consumers who, when asked a few months ago, had to detail their vision of the “ideal t-shirt”.
Result: it is a thick t-shirt (with a thickness of 240g/m2) in GOTS (Global Organic Textile Standard) certified organic cotton, with a flared cut at the hips to ensure a good fit . This piece, which displays a contemporary style, presented as robust and durable, is made in the Vipaltex workshops in Portugal and offered in nine colors.
Forlife offers this first women’s t-shirt (available in nine colors) on its site in very limited quantities – Forlife
Available in a palette ranging from baby blue to salmon pink, bottle green and timeless heather gray, this product has been on sale since Friday February 2 on the DNVB website at the price of 29 euros upon reservation ( then at 39 euros when it is in stock). “Very limited quantities, with around thirty pieces per size, designed to create emulation,” specifies the manager.
“It’s so hard to make a simple product, we have made a lot of prototypes for over a year for this t-shirt,” smiles the co-founder of Forlife. After a year punctuated by numerous reworked sketches, the Parisian brand shared some t-shirt manufacturing secrets by email with its community (of 30,000 customers) and invited them to the festivities.
“At the end of January, we organized a shooting in our offices with fifteen of our future clients who were able to discover the backstage of creation,” adds Lucas Bonnichon. Using digital as a marketing lever, the brand born on the web had already posed its (male) customers in an advertising campaign in winter 2022. As obvious, this new offer is expressed in a dedicated Instagram page (and emancipated from the original page dedicated to the men’s wardrobe).
To create this first women’s t-shirt, the duo at the helm of the label took the recipe for its men’s counterpart called “Marlon”, its best-seller which is also available for reservation. Forlife will then add, from the end of February, to its women’s line “a peach skin sweatshirt” then “an oversized shirt but not too much”, clothes displaying “a reworked label in orange-red tones”.
Last year, the digital native label closed its boutique on rue Froissart in the Parisian Marais (3rd arrondissement), a location where the women’s fashion brand Fête Impériale, style-led by Laura Gauthier Petit, then set up shop in the fall. .
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