Interview | Nicole on the Success of PLEIN PUBLIQUE

Maison365 conducted a fun interview with Nicole, the owner of PLEIN PUBLIQUE. Curious about our brand’s success? Then this is an interesting read for you!

When did PLEIN PUBLIQUE get started? Can you give a brief overview of the history and growth of PLEIN PUBLIQUE?

Funny you should ask—we’ve got our hands full with the present and the future, but your question suddenly made me realize we’ve actually been around for quite a few years now. We’ve been in business since 2016!

Where does the name PLEIN PUBLIQUE come from, and what does it mean?

The simple version: I was out and about in Antwerp and got “inspired” by the name of a bar (don’t tell anyone). The deeper meaning: “en plein publique” is a concept that captures the imagination, and roughly translates to “in full public view,” “visible and audible to everyone.” In other words: unavoidable and very much present. C’est nous—the French name also immediately reflects our love for that typical “je ne sais quoi” effect. That elusive factor we always incorporate into our collections, that touch of chic that French women seem to have a monopoly on. Merde, even swearing sounds chic in French :)

Could you maybe tell us a bit more about your products for people who aren’t familiar with you?

At PLEIN PUBLIQUE, we’re fans of what’s known as “slow fashion”: fashion that never goes out of style. Think of the iconic Breton striped sweater and the classic shirt blouse, but also the perfect T-shirt, the knitted lounge pants, the striped dress… Future-proof classics—which, of course, we give our own PLEIN PUBLIQUE twist—that let you put together a super-comfortable, effortlessly functional wardrobe.

What kind of woman do you want to appeal to with PLEIN PUBLIQUE? What does your customer look like?

In that regard, we’re not really target-driven. It’s not as if we have a clearly defined woman in mind: all women are welcome! What we do notice is that we mainly attract women with the same mindset. Lovers of timeless classics, high quality, and clothing made with love for women and respect for the planet. And once they’ve found us, they stay loyal. That’s pretty impressive for a brand that operates mainly online. I think we’re doing something right!

We know you use a lot of Merino wool. How did you come to choose Merino wool as the material for your items?

Merino wool is the crème de la crème of wool types! It keeps you warm in the winter and cool in the summer. It’s incredibly strong, antibacterial, easy to care for (no need to wash it!), and also extremely sustainable. It regrows naturally, is 100% biodegradable, recyclable, and on top of all that, it’s absolutely gorgeous. It fits perfectly with our philosophy in every way: timelessness, beauty, and respect for nature.

How important is sustainability to you at PLEIN PUBLIQUE for a fashion brand, and what are you doing to contribute to it yourselves?

When it comes to sustainability, fashion doesn’t have the best reputation. And rightly so: the industry is rife with pollution and waste. As I mentioned earlier, we are firm believers in Slow Fashion—clothing that lasts, both in terms of timelessness and lifespan. Of course, we opt for sustainable materials and production methods whenever possible, but with our timeless pieces, we’re primarily addressing consumer buying behavior. By helping them build a well-functioning wardrobe with timeless pieces, the need for impulse purchases decreases. Sure, fashion is “fun”—as long as you make the right choices, there’s absolutely nothing wrong with that.

What are the bestsellers? And do you have a personal favourite from the collection?

The LA SAVANNE blouse with black polka dots is a huge hit! That design really has it all: an easy-to-style shirt blouse, plant-based viscose, an iconic polka-dot pattern, and the timeless power duo of black and off-white… Quite by chance (or is it?), LA SAVANNE just happens to be my personal favourite as well. But the absolute best is definitely the LA FEMME sweater. This short-sleeved sweater has been in the collection for over three years and is still a bestseller.

The collection consists of beautiful classics and timeless must-haves. Where does your inspiration for your collections come from?

Inspiration comes from all sorts of places. I love photography, and while browsing, I regularly come across beautiful vintage photos of style icons. Audrey Hepburn in a simple black turtleneck, Brigitte Bardot in a Breton-striped top, Sophia Loren in a polka-dot blouse… That’s how I recently came up with an orange accent for our popular L’ELISA sweater. I’d watched *Squid Game* the night before :) Of course, we also keep a close eye on what’s happening in the fashion world, both in terms of color and silhouettes as well as new developments in fabrics and prints. We travel a lot, visit trade shows, and often plan shopping trips.

Do you have any fun styling tips for our readers?

Think outside the box and get creative with what you already have in your closet. Try wearing your V-neck T-shirt the other way around, with the V in the back. Or button up your fine-knit cardigan, wear it as a sweater, and tuck it into the waistband of your skirt or pants. The more ways you can style a piece of clothing, the more often you’ll wear it. An added bonus: your Cost Per Wear just gets better and better!