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Solar Power: Etamine Paris Harnesses The Sun For The Coup De Soleil Collection

Elodie Deletoille, Design Director of Etamine Paris, joins us to discuss the design process behind the Coup de Soleil collection. The series of textiles celebrates the beauty of natural materials, and the rich colors of Etamine Paris’ recognizable prints and embroideries.

Raymond Paul Schneider: When did you first start to develop this new collection? What was the overall timeline from conception to achieving the final design?
Elodie Deletoille: I started thinking about the collection in December 2020.

If creativity is nourished over the years by memories & encounters; the creative process usually takes a good year for a collection from the first idea to shooting. It can take up to several years for the development of the most exclusive materials & designs.

Raymond: What was your initial inspiration, and where did the idea(s) come from?
Elodie: When I think of a collection, I never force myself in a frame that would limit my creativity. I focus on an emotion, a desire that gradually comes to life, becomes real & materializes as you move through the design process.

I grew up in Provence where my parents were antique dealers. This year, my first desire was the ubiquitous sun of my childhood; the one that warms long summer days. I associated this desire for light with the affection I have for fresh bouquets & flowers.

Raymond: Please describe your overall creative and design process.
Elodie: First, I collect interior drawings from decorators around the world; I deepen the luxury focus of these loyal customers to structure the collection. It is important to create signature & colorful designs, and is also essential to ensure that you have pretty plains with understated luxury.

Then, I broaden my research on the subject, for this collection it was the sun & flowers. I collect magazine articles, memories of places visited and creations by young artists to turn my ideas into reality. When the ideas are all collected, I work with artists whom I collaborate with to realize these designs, usually as watercolor paintings. After the materials are carefully chosen, I take care to choose the best workshops and suppliers. Each workshop is chosen for its know-how, the beauty of its threads & the art of finishing.

Finally, the study of colors can begin; I gather threads & colors to gradually compose our ranges with balance. I like the sensation that surrounds me every time I receive the first color trials. Nothing beats the emotion of that moment!

Raymond: Did you have a specific audience or theme that you had in mind?
Elodie: From Paris to New York; I imagined a collection for decorators in search of poetry & freshness. Structures, natural materials, and softness guide my creative process. To appeal to this audience, I take care to ensure the exclusive coloring of each drawing is in perfect harmony with the plains of the collection.

Raymond: Please describe the methods, tools, and materials you used to develop and prototype this design?
Elodie: “Between the work of nature and that of the artist, who is the true Creator?” a saying a David, a friend from Paris, told me once. Etamine Paris has fun with nature; the creations are inspired by summer flowers dried in the press & freshly cut spring flowers. To preserve this beauty of reality, I worked alongside talented young artists who painted with watercolor each of the main prints in the collection.

Raymond: Did you utilize a new technique or technology to conceptualize this product?
Elodie: Fleurs Fauves & Liberté Folle, our two floral prints on washed linen come to mind: To preserve the beauty of the gesture & that of the artist’s hand, we opted for digital printing that will not alter the colors or details of our hand-painted flowers. We opted for an artisanal linen finish called a “tumbler sneaker” that gives a vintage look to the color and a sublime shabby-chic look to linen.

Raymond: Please describe any challenges that affected the design and perhaps steered you to an entirely new final design?
Elodie: We took care to select our suppliers for their know-how, their sustainable approach & the quality of their finish. Our customers are constantly looking for softness. Our linen sheer comes from French culture and is woven in the French mountains. The Terre & Mer stripe is woven in Belgium in a workshop described as the Master of linen. Fleur de laine is a wool satin woven in Italy, the beauty of its mottled texture comes from the recycled wool yarns of Italian haute couture.

Raymond: Describe your overall brand DNA and Ethos
Elodie: Etamine Paris, beyond these creations, reflects the art of French living. It is a solar & poetic brand. There is a natural ease to our collections, with the freedom and desire to live life to the fullest. The joie de vivre is contagious!

Photography by Christophe Coënon.

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