NY-based Apparis has quickly become the faux fur darling of the fashion industry with editors, influencers and celebs alike shopping the brand’s luxe collection of outerwear. We talked to co-founders Amélie Brick and Lauren Nouchi about inspirations, the exclusive ShopBAZAAR Hero, and what’s next.
Describe the beginnings of the brand.
We started as a boutique selling French fashions, boots, handbags, etc. and we noticed that girls would come in and try on our faux fur coats that we had designed, and we realized that we had something special. Since the beginning, we were only selling vegan products and we wanted to continue down that route as we moved on in designing our line. We also wanted to keep our price point easily accessible to everyone while still providing a luxury element, because nothing is better than feeling like a million bucks without all the wallet pain.
In the beginning we basically did everything ourselves, from packing boxes, taking all our own photos, designing, marketing; we never took any backers because we wanted our product to be our own, and a statement of what we believe in. It was a lot of work, but also a ton of fun!
What is a signature Apparis design feature?
The softness of the faux fur! It took us years to develop the super soft and plush material. We kept going back to the factory to try out new techniques until we finally found the right one. The colors are also a big part of the Apparis feel. We love to play around with colors and aren’t afraid to step out of the comfort zone of browns and blacks.
In true Parisian style, we think less is more. Having that one statement piece, something that shows your personality, goes a long way.
What makes the exclusive ShopBAZAAR Hero so special?
Unlike the other coats in our collection which are inspired by the colors of our home town of Marseille, we were inspired by our new home of New York. We are constantly bombarded by the uniform of navy suits that men wear, and we thought that the city girl should have their own uniform. A furry piece of armor to face the day, along with her cup of coffee.
Tell us about the craftsmanship behind the line.
We take great pride in the quality of our faux furs. All of the fabrics are sourced in Paris, washed in a special solution, and triple rinsed to create the softness that you feel when you try on one of our pieces. We then have the coats manufactured in a boutique factory in China that we work closely with to produce all of our pieces.
Since we can’t use machines for most of the manufacturing process, most of the work is done by hand, and our Creative Director spends several weeks at the factories making sure that the level of craftsmanship is up to our standards.
5 words that describe the Apparis customer?
Chic, Bold, Vibrant, Playful, Effortless.
Style tips you want to share?
In true Parisian style, we think less is more. Having that one statement piece, something that shows your personality, goes a long way. This could be a bold red coat, a patterned bag, or some killer shoes. We aspire for the effortless chic look.
Favorite style icons?
Some of the fashion icons that we draw the most inspiration from are Brigitte Bardot and Carine Roitfeld. For us, they’re representative of bold, empowered women, and that’s exactly how we view Apparis. They are so chic, sexy, and feminine, and that’s how we want our clients to feel when they wear our coats.
How do you see your brand growing?
We think in one way we want to remain true to our original concept, which is being a vegan brand with a Parisian flare. We want to stay true to our roots while still becoming the number one brand in the US and abroad. We recently did a capsule collection featuring children’s coats with Moda Operandi, Mommy & Me, and it inspired us to want to expand into creating a more extensive children’s collection and possibly move into men’s.
Powerful words of wisdom you received?
I (Amélie Brick) remember this quote from Margaret Thatcher, “If you want something said, ask a man; if you want something done, ask a woman.” And nothing has been more motivating. Our team here in New York are some of the most hard working women we’ve ever met and we are constantly inspired by one another, we even name our coats after them.
Sneak peek into future Apparis collections?
We will be releasing our Resort Collection soon, which leans towards a more feminine color palette of light pinks, whites, and browns. The piece we are most excited about is the Lola, which is an ombre long hair faux fur.
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