Less than a year after its liquidation, the ready-to-wear brand Camaïeu is expected to make its comeback in September 2024. While 2,500 employees have been laid off and the remaining stocks since sold, the name of the brand had been bought back by Sébastien Bismuth, boss of Celio, last December. “We will see how to bring it back to life now,” he said, saying only that he wanted to “study the possibilities.”
Since then, some clues about the future of the brand have emerged on the internet. At the end of August, Celio had already published several job offers on LinkedIn, more or less mysterious, as our colleagues at Voix du Nord had spotted: “We are offering you the opportunity to participate in another incredible renaissance: that of the iconic brand French Camaïeu! We're taking you on in this project to dress all women: today's women, everyday women, women with a thousand lives,” the offer said. A first step.
Things have since become clearer. To communicate about its return, Camaïeu has offered itself the services of one of the most prominent influencers in France: Lena Situations, followed by more than 2.6 million people on YouTube and 4 million on Instagram. In a video broadcast this Monday, the young woman indicates that she is “delighted to announce that this mini-sequence is sponsored by Camaïeu. They're back. In exactly one year, in September 2024, Camaïeu will reopen its doors,” she says.
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Referring to “a symbol of France”, Lena Situations explains that Camaïeu aims “to be a cool, creative, inclusive and above all modern brand.” “If they call me, a year before relaunching the brand, it’s because they are ready to do anything to put Camaïeu back in the hearts of the French,” added the 25-year-old young woman. The information has since been confirmed by Camaïeu on its website: “As Lena Situations told you, we are looking for our next communications boss.” “No need for a square CV, just a top personality, we are looking for the rare pearl with a palette of creativity to write our new colorful story”, explains the ready-to-wear brand, without however specifying a return date .