Au Jour Le Jour store

Store Au Jour Le Jour

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Apparel that is as lightweight as candyfloss and as hyper-coloured as lollipops

/- Au Jour Le Jour : www.aujourlejour.it

Review of Au Jour Le Jour

Product range. Womenswear, footwear, and accessories. At Au Jour le Jour they worship graphic prints, rainbow colours, and eccentric details like pom poms, tassels, and patches. The silhouettes are clean-cut and unpretentious. Baby colours and playful prints give more than occasional nods to child art and Pop Art. Au Jour le Jour is anything but boring with lollipops, ice cream, lips, detergent logos, birds, arrow pointers, and ink blots all around.

Originality. Au Jour le Jour is perhaps second only to Moschino in its active pursuit of the kidult strategy. Unlike the latter, however, Au Jour le Jour is less aggressive and more girlish in its attitudes. Most of the pieces are infused with the references to the 1950s and the 1960s known for their lightweight silhouettes and self-irony.

Chic. Au Jour le Jour is a niche label that has managed to struck a chord with quite a few fashionistas. Even though the label obviously doesn't hold in high regard minimalist fashion, the dominant trend of the day, its collections do look zeitgeisty.

Pricing. Dresses, on average, cost €600, sweatshirts are €250, skirts are €400.

Corporate history highlights. The label was founded in Italy by design duo Mirko Fontana and Diego Marquez who were driven by the desire to make sexy everyday clothing without cutting back on Italian quality and exquisite taste for occasionwear. In 2010, they came up with the idea of exactly this kind of apparel that was both 'fun' and perfect for everyday life. They gave their brainchild a telling name of 'Au Jour le Jour', the French for 'day by day'.

Even though Mirko and Diego had backgrounds as diverse as Business Administration and Civil Engineering they worked in the fashion industry for years and shared their tastes in culture. The original vision behind the brand proved an immediate success with a major Italian factory lending its hand in manufacturing the first batch of products by Au Jour le Jour and then managing all incoming orders from its clientele base. Nowadays, the pieces by Au Jour le Jour are carried by over 40 stocklists in Italy and 60 more worldwide.

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