Fashion: the Liège brand that seduces influencers
Fashion / Beauty • # fashion, brand, Liège, clothing, influencerby Laurence Briquet
Imprévu has blown out its 5 candles. And success is always there with each new line of clothing designed by this dynamic Liégeoise, Justine God.
ShareJustine God founded her brand, Imprévu, in 2016, after training behind the scenes in the fashion industry as a buyer for the multi-brand stores of a major brand. By dint of exploring for others the multiple possibilities of a trendy production, sometimes but not systematically responsible, Justine felt a seed planted which only wanted to grow.
When her employer offers her to create a small “in-house” label, she jumps at the chance. Now familiar with the production aspect of the garment, she feels that it is time for her to embark on a project that really resembles her. She materializes this desire through her brand, which she calls Imprévu. A name that translates its desire to offer an obvious wardrobe because it is easy to wear, to combine and to modulate according to the occasions and the times of the day. The company wants to be at the same time on a human scale, flexible, artisanal and ethical.
Justine collaborates with a small network of manufacturers and workshops in Italy. With it, no large series: Imprévu works in limited editions, in small monthly launches to keep up with the times. The one who passes and the one he does outside. It is a concept that is dear to the entrepreneur: she believes in fantasy, in small series (which also maintain desire) and in the variety of the offer. Its capsules stick to the seasons, cross the trends and return timeless and transmissible.
In its collections, we find original prints, acid colors full of optimism and fantasy, but also transversal pieces that add a touch of humor with pop and shocking slogans. This season, make way for gossip cheeks (pieces with retro intuitions that reflect the desire to express the spirit of the times), lady dandy (shirt dresses and checkered shirts, in a modernized retro spirit, but also wide trousers perfectly cut) without forgetting the golden girl (in a palette composed of floral and luminous sparkles, radiant blacks, sunny browns or even emerald and icy blues).
Which does not fail to seduce the entire generation of influencers (theblondieworld, Kiminousworld…) and other TV hosts, Élodie de Sélys in the lead, she who never misses an opportunity to highlight an outfit from the brand on her Instagram account. Imprévu, she surfs the wave of social networks, regularly posting photos of the #femmeImprévu: impertinent, mischievous and sure of herself...
In detail
The brand is physically present in several stores in Wallonia.
Find the list on the website: imprevubelgium.co
Élodie de Sélys: “The little details that make the difference”
The host Élodie de Sélys explains why she fell in love with the Imprévu outfits. "Justine (Editor's note: the founder of the brand) contacted me about 4 years ago. I had already seen their pieces but it's true that I was seduced, both by the clothes and the regional aspect (Justine comes from Hesbaye, like me) and by the approach of producing in Europe, of not sell (initially) only in stores (Editor's note: Imprévu now has its online site as well) and to only work with small series,” explains Élodie. "What makes the difference, at Imprévu, I find, are the small details that we find, for example, on the sleeves or the collars, small things that we would not necessarily dare to do and which are present here . The prints too, just like the little vintage reminders that allow you to mix up the periods. All that, I like very much, ”she concludes.
- Prev
- Next
