The Decleor team in London had to choose a corporate clothing specialist capable of convincing the French parent company that here was a UK operation capable of designing for both England and Paris tastes – with a pedigree of working with other top international brands. JSD came up to that mark.
When Decleor – the exclusive aromatherapy skin care line created in Paris in 1974 – looked to create new uniforms for their beauty consultants in retail stores across the UK in 2012, they came to JSD. We had already worked with Decleor for some 10 years, originally designing and manufacturing fit for purpose crisp white uniforms for their UK and French spa operations. But this was the first time that the French beauty house had commissioned retail specific company uniforms for the UK.
To gain share in the very competitive market that exists in top department stores, Decleor needed a uniform that stood out and looked as good as other top brands in the beauty halls. It needed to promote the profile of what is today one of Europe’s most comprehensive and effective ranges of beauty treatments and a leading authority in aromatherapy skincare.
The design we created had to link into the Decleor unitary brand and introduce the colour purple for the first time, whilst always keeping highlights of Decleor yellow. Importantly, it had to make the wearers look feminine and elegant, whatever their size and shape.
The result is a very sharp purple suit, with a nipped waist to the jacket and slight peplum, and with a cut-away Jackie O neckline. Very chic, quite French – which ensured the seal of approval from the parent company in Paris.