Carven – the history of the famous French brand of luxury men’s and women’s clothing, shoes and accessories.
This is a French brand that produces luxury clothing for women and men, as well as shoes and various accessories.
History of the creation of the Carven trademark
These are timeless things, distinguished by elegance and imbued with the chic of France. Everything that Carven produces is intended for high society. The clothes of this brand show refined romanticism, classic conservatism.
Collections of accessories, sunglasses, underwear, perfumes, souvenirs are presented. The clothes are produced in two lines – haute couture and ready-to-wear.
The name of the brand comes from the name of the founder – Carven. She was the wife of the industrialist Rene Grog, the family had a good income and did not need anything. Carven herself was by nature short, not typical of French women, about one and a half meters. Because of which she always faced the problem of a shortage of clothes of the right size. Carven was a tailor, so she altered all the things for herself. One day she thought about opening her own studio, where she could help all the extraordinary women of France.
The opening took place in the post-war period of 1945 on the Champs Elysees. Almost immediately the studio became famous, it had regular customers. As it turned out, for a long time many women faced similar problems as Carven, and now they found a way out. In the 50s, the number of customers increased so much that it was necessary to expand the studio to the entire first floor of the building and hire assistants. The work of the studio did not consist of minor finishing and fitting of things, gradually they began to make designer things that were distinguished by style, elegance, excellent quality.
The fame of the studio spread far beyond Paris. The princess from Egypt herself was a client of Carven. Also regulars of the studio were the famous Michelle Morgan and Edith Piaf, who ordered both everyday clothes for every day and more formal clothes for social receptions. At the same time, the legendary perfume le vétiver was created, which today is among the top 10 most popular perfumes in the world. In the future, many perfume developers will use Vetiver as the basis for their new scents. The history of the creation of the perfume is connected with Carven’s husband, it was for him that she made the perfume. Her goal was to create an unusual, previously unheard of scent, which she associated with her husband. In this scent, she showed all her tender and reverent love for her husband.
In the early 60s, the Carven brand is imitated, it is held up as an example, it personifies the fashion of France. All the fashionistas of Paris want to get a fitting with Madame Carven herself.
In the mid-60s, Carven receives a lucrative offer to develop and supply clothing for airport workers. Thus, a clothing line called Carven Uniforms is released. The products are sold daily to many parts of the world, thereby making excellent advertising. In the future, Carven will be honored to sew uniforms for the opening of the new Roissy-Charles de Gaulle airport.
In the 70s, the Carven chain begins its vigorous activity in Japan. Many Japanese women liked the brand’s products.
In the early 90s, Carven stops working due to age, but the brand continues to exist. Angelo Tarlazzi becomes the creative director of the brand.
In 1995, the brand celebrates its half-century anniversary with a fashion show in one of the museums in Paris.
Three years later, the Daniel Harlant Group acquires the trademark, and Edward Eicher, a talented French couturier, is appointed designer. At the beginning of his work at Carven, he was only 18 years old, but he managed to bring a lot of new things. With his arrival, the production of clothes for young people, like Edward himself, began. This greatly expanded the audience of demand and brought in large profits.
Edward remained in the memory of Carven as a master of drapery. With its help, he skillfully hid all the flaws of the female body and emphasized the advantages. Eicher is replaced by Guillaume Henry, who previously collaborated with Julien MacDonald and Givenchy. It was he who came up with the idea to include summer dresses, youth T-shirts and much more in the collection. It was also his decision to create a collection for men. His arrival at the company served as a new breath of life for the brand. Famous clients include Kate Middleton, Kim Kardashian and Emma Watson. After five years of work, Henry quits.
The new creators of Carven fashion are classmates who have never worked together – Alexis Martial and Adrian Caiado. They graduated from the Paris fashion school Atelier Chardon Savard and both have some experience in the fashion industry. Alexis Martial was previously the creative director of Iceberg. Adrian Caiado worked on creating shoes for the Marc Jacobs brand and collaborated with Tod’s and Jil Sander. Their joint work was seen by the world in the spring of 2015 as part of Fashion Week. Today, Carven brand stores are located all over the world, the Fashion House regularly presents its created collections in all fashionable cities of the planet. A dress from Carven can cost more than two hundred pounds.
