Review of Bonpoint

Product range: clothing for boys and girls from from newborns to gradeschoolers (add to this a newly introduced teenagers’ line called YAM).

Originality: Bonpoint products are infused with a unmistakably French charm. Delicate shades, elaborate patterns, embroidery work, and feather light silhouettes are all meant to make a woman feel that her child is an angel. Bonpoint pieces never come in technicolour and dispense with cheap trimming details altogether. The 'duchesse dress' is perhaps the best known of Bonpoint products: introduced back in 1976, this smocked cotton dress has seen many twists on it ever since. In 2014, Bonpoint teamed up with Garance Doré, a Paris-based illustrator and artist photographer (and an ex of the Sartorialist's Scott Schuman), on a short film showcasing its key pieces.

Relevance: The nostalgic stance notwithstanding, Bonpoint makes clothing that looks up to date. It is never overloaded with details and keeps well-defined focus on a single, distinct element: be it a color, a pattern, or a style.

Pricing: from a €20 pair of socks to a €900 woolly sheepskin jacket.

Corporate history highlights: Bonpoint was co-founded in 1975 by Marie-France Cohen. Just like most other childrenswear brand founders, she was then an enterprising young mother unsatisfied by the quality and designs of what was available on the market at the time. Nowadays, Bonpoint is a company that boasts estimated annual sales close to €100m. Since its inception in 1975, the company is uncompromising with regards to its staffing policy that requires all stylists and designers to be 'a young mother' to get the job.


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