The brand's designer, Amélie Pichard, won the Young Designer Bata Contest in 2009 and has since been consistently praised for her new collections. Amélie Pichard is a brand that fashion-conscious people in France love to frequent, as it marries playful rural elements with its products. The shoes and handbags are particularly popular, incorporating interesting elements and playful details into classic jazz styles, and offering a colourful and varied range that creates a stylish rural aesthetic.
As its slogan says, "I am not fashion, I am passion." Amélie Pichard's new product development can be described as whimsical, unlike the conventional production and sales systems of other brands, which often release dozens or hundreds of new styles each season. Each Amélie Pichard product is made by a select group of craftsmen around the world who strive to preserve their millennia-old savoir-faire from extinction. To prevent overproduction and waste, the designer has adopted a made-to-order model, despite the fact that such a slow pace of production runs counter to the culture of encouraging customers to want more and more newness at a rapid speed with seasonal sales. Instead, it adds a hint of romance to the brand.
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