J-4 before the opening of the Who's Next show which will take place this year from 2 to 4 October at the Jardin des Tuileries in Paris. The Panda team can't wait to meet you on stand 317 and present the Spring/Summer 2021 collection. While waiting to discover and exchange on the new collection, a look back at a beautiful exchange between Marie Gozard, the creator of STORIATIPIC and Who's Next.

Meet the designer, Marie Gozard

Internationally inspired. Well established in the landscape of accessories brands,Storiatipic and its 13 years of collections are a reflection of the career of its founder Marie Gozard. Born into a French and Italian family, her European roots gave her the desire to travel and discover new cultures and horizons, until landing in India where she lived for a few years. The brand, which has become the leader in France in accessories, for its scarves in particular, is distributed in more than 400 French outlets and about 350 internationally, and highlights the experiences and journeys of the designer. Every collection and model has its own story. A mix of motifs and figurative drawings, interweaving noble materials and intricate weaving patterns in a thoughtful and colorful mix. This attraction to different cultures and their textile know-how is reflected in his work, both on the brand's emblematic scarves, but also on other accessories, as well as on ready-to-wear. By giving ancestral know-how to the latest trends, Marie Gozard is constantly reinventing herself.

Colorful, colourful, colourful... These creations are produced according to the inspirations that Marie Gozard gleans during her travels, guided by her instinctive curiosity. Every year, she is passionate about a new fad and expresses herself in her motifs or collection theme. From its first steps, the brand was thought of as international, in the image of its creator. "To see the future, you have to know where you come from." The designer claims to draw her inspiration, both in daily life and in traditions, in order to create a lasting object, in the taste of the day. Regularly, the Storiatipic teams go to India, not for the low price of labour and production, but for the ancestral textile techniques that irrigate the collections, adapted to modern pieces to match Western tastes. The emblematic pieces are scarves woven from noble materials, such as a mixture of wool and silk, giving the touch a thick texture that remains supple thanks to a special weaving. The primary identity of the brand is these colorful scarves whose motifs attract the retina and sign the DNA, with handmade embroidery that blow up sales. These patterns are also available on bags and ready-to-wear. Each pattern is invented from scratch, then renewed each season, while creating a unity in these lines.

A strong supporter of salons, Marie Gozard began to frequent them from the beginning of the brand. Who's Next is a must-see event on its calendar, punctuating the production year with the September and January sessions. A special event for Storiatipic : "It is the leader of the ready to wear in our opinion, especially since it allows us to take direct orders." Beyond a biennial appointment, this is the moment when the brand shows the campaign visuals and launches the upcoming collection. The stakes are diverse but the main thing is to continue to surprise its customers every season, in order to retain them while creating new designs. The ambition is also to develop the turnover of the ready-to-wear that they have launched for 4 seasons, as well as to find a balance between winter and summer turnover since the flagship product, the scarf, is the star of the cold seasons; work on the ready-to-wear range will balance that out.

An eco-responsible future. The brand is shaping a near future in social and environmental commitment to production. The main challenge is to be able to establish the traceability of the products. The "Colibri Program" that the brand has established refers to the small drop of water carried by the hummingbird, which also participates, on its scale, in extinguishing the fire that would be the production of extremely polluting mass. The brand observes its production under a magnifying glass and the selection of companies is particularly careful in terms of coloring, treatment of the water used and dyeing of the fabrics. The social sector is also studied and suppliers are asked to upgrade to standards within a two-year period, in order to meet the certification criteria. The second challenge is the management of products once they have been sold, i.e. the recycling of materials, a long-term project. For Marie Gozard, one of the most important obstacles in everyday life is to explain why we travel to India: for the know-how and the beautiful materials and not the broken prices! In addition, it would be a matter of educating the customer on the production line and the cost of quality products in order to curb the obnubilation of the certified "Made in France".

With 13 years of experience, the founder advises a young brand to stand out from the offer offered on the market thanks to a truly original concept. Surround yourself with key players and attend trade shows, real breeding grounds for opportunities and support for both communication and the commercial aspect in order to project and anticipate its needs. The name of Storiatipic evokes this correlation between a good "story telling" that surrounds the brand and the advantage of difference: the atypical. This experience of Who's Next 2020 has been rich in encounters, various exchanges with prospects, but also in terms of transmission and support to young brands to whom the team - almost a family - follows and gives sound advice. The future for Storiatipic will be under the sign of environmental awareness: their brand new site will offer an outlet to reduce the carbon footprint.

Article link: here

https://whosnext.com/fr/