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Decleor

When Decléor looked to create new uniforms for its beauty consultants in leading UK retail stores, it came to JSD. This was the first time that the international beauty house, created in Paris in 1974, had commissioned workwear specifically for its UK retail operations. To gain share in the very competitive department store market, Decléor needed a uniform that stood out and looked as good as other top brands. It needed to promote the profile of what is today one of Europe’s most comprehensive and effective ranges of beauty treatments, notably aromatherapy skincare.

The Decléor team in London had to convince our French parent company that JSD was a UK company capable of designing for both English and Parisian tastes – with a pedigree of working with other top global brands.

Decléor

We had already worked with this respected beauty house for a decade, designing and manufacturing fit for purpose crisp white uniforms for their UK and French spa operations. Now, the Decléor team in London had to convince its parent company that here was a UK company capable of designing customer-facing retail corporate clothing for both English and Parisian tastes – with a pedigree of working with other top global brands. JSD came up to that mark.

The design that the JSD team created had to link into the overarching Decléor brand, and so it introduced the colour purple for the first time to the UK retail market. The iconic Decléor yellow was used as a highlight, to accentuate design details. Importantly, the uniform styling 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.

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