LES CRAFTS DE LEMAIRE
(graduation project for the Amsterdam Fashion Institute, graded with 9/10)
Today’s world is riddled with high levels of stress, fast-paced living and unrealistic pursuits of perfection. This so-called ‘epidemic of perfectionism’ in modern Western societies is a serious problem, causing severe anxiety and depression.The ancient Japanese wabi-sabi way of seeing is based on the belief that everything - humantoo - is impermanent, imperfect and incomplete. This age-old, pure philosophy holds several principles and artforms and could be the antidote to perfectionism.
Parisian luxury brand LEMAIRE is known for their careful craftsmanship, superior simplicity, and understated allure - values that go hand in hand with the wabi-sabi ideals and aesthetics. LEMAIRE has been famous for being discrete, but they have a lot of stories to tell that aren’t visible. Although Christopher Lemaire and Sarah-Linh Tran have married the East and West in their distinctive (design)philosophy, a part of their customer community isn’t aware of the Japanese influences, since LEMAIRE presents itself strongly as a Parisian brand.
Parisian luxury brand LEMAIRE is known for their careful craftsmanship, superior simplicity, and understated allure - values that go hand in hand with the wabi-sabi ideals and aesthetics. LEMAIRE has been famous for being discrete, but they have a lot of stories to tell that aren’t visible. Although Christopher Lemaire and Sarah-Linh Tran have married the East and West in their distinctive (design)philosophy, a part of their customer community isn’t aware of the Japanese influences, since LEMAIRE presents itself strongly as a Parisian brand.
LEMAIRE aims to transform everyday life into something more poetic. Nevertheless, their mission has been limited to clothing and accessories.Therefore, LEMAIRE will introduce a new product line extension - ‘Les Crafts de LEMAIRE’ - merging their own alphabet of principles, values and aesthetics together with those of the wabi-sabi philosophy. Creating a new kind of poetry, so to say.
The collection consists of a small selection of hand-moulded ceramic objects, including a tea bowl set and ikebana vessel. The products do not only adhere the wabi-sabi aesthetics and principles, but can also be used to craft and perform several artforms that belong to this philosophy. The goal of Les crafts de LEMAIRE is to make the Neurotic Nomads perceive the imperfect as perfect and experience the ordinary as extraordinary. Turning their day-to-day routines - and ultimately their whole life - into an artform.
The collection consists of a small selection of hand-moulded ceramic objects, including a tea bowl set and ikebana vessel. The products do not only adhere the wabi-sabi aesthetics and principles, but can also be used to craft and perform several artforms that belong to this philosophy. The goal of Les crafts de LEMAIRE is to make the Neurotic Nomads perceive the imperfect as perfect and experience the ordinary as extraordinary. Turning their day-to-day routines - and ultimately their whole life - into an artform.
concept, creative direction, art direction by Sara Lefeber
analogs by Bobbie Wagenaar