Bisou Bisou Gives Denim a Couture Twist
In Bisou Bisou’s continuing effort to be cutting-edge, the company has launched a sleek, sophisticated denim line for women.
Designer Michele Bohbot and her husband, Marc, who serves as the company’s CEO and chairman, said they wanted to create denim with a “couture twist.”
Beginning this month, the Los Angeles-based contemporary clothier will introduce 70 pieces that vary in style and treatments, including low-rise and super-low-rise cuts on jeans, and fabric treatments such as sueding, dip-dyeing, sandblasting and vintage washing. All of the articles are made with Lycra stretch fabric.
With the launch of their latest line, the Bohbots are now shifting their attention to the latest trends in denim. The couple predict their denim line will post sales between $7 million and $10 million for fall and winter. Marc Bohbot said each of Bisou Bisou’s 20 retail stores would dedicate a large portion of its store space to denim displays.
“We think it’s important to make a presentation with our new collection because right now a lot of designers are using denim. It has a strong presence in retail stores and there are enough customers to create heavy competition,” Bohbot said, adding that he believes Bisou Bisou’s brand recognition in contemporary markets will help boost denim sales.
The Fall 2001 denim line can be divided into three categories: basic, basic twisted and fashion. The basic category consists of a five-pocket jean with dye treatments; the basic twisted category includes beaded and studded embellishments, with some embroidery as well; and the fashion category features a long vintage denim duster with faux-fur collar and micro-mini jumpsuits made of denim. Bohbot said crosshatch stitching would also be included in the line.
Wholesale prices range from $40 for a pair of basic jeans to $70 for a faux fur-trimmed denim duster. Bisou Bisou’s denim line will be sold at the company’s retail stores as well as Macy’s, Bloomingdale’s and Burdines. —Claudia Figueroa
