Camaïeu Revival: The Resurgence of a Fashion Icon under Celio's Wing
In a stunning turn of events, the iconic fashion brand Camaïeu, which had faced a tumultuous downfall, is now making a triumphant return to the fashion scene under the ownership of Celio. The grand reopening of Camaïeu's flagship store in Lille marks the beginning of a new chapter for the brand, albeit without its former employees.
With the striking new logo 'be camaïeu' proudly displayed at the entrance of the Euralille shopping center during the inauguration ceremony, Celio is introducing a women's line that will be prominently featured in its expanded stores. Sébastien Bismuth, the president of Celio, expressed pride in the brand's revival, emphasizing Camaïeu's legacy as a leading women's fashion brand alongside Celio's position in men's fashion.
The reopening has brought about a wave of mixed emotions, as former loyal customers and employees grapple with the changes. While some are excited about the brand's return, others feel a sense of loss and displacement following Camaïeu's abrupt liquidation in 2022. The closure of over 500 stores had left thousands jobless, sparking outrage in the fashion and political spheres.
Celio's acquisition of Camaïeu in December 2022 for 1.8 million euros, without absorbing the former staff or premises, has stirred controversy and raised questions about the brand's true revival. Despite the challenges and criticisms, Celio remains steadfast in its vision for the future, focusing on growth, recruitment, and supporting the French ecosystem.
As Camaïeu re-enters the fashion landscape with a fresh perspective and renewed energy, the journey ahead is filled with both promise and uncertainty. While the past may be marred by setbacks and hardships, Celio is determined to steer Camaïeu towards a brighter and more sustainable future, embodying resilience and adaptability in the ever-evolving world of fashion.
