Founded two and a half years ago, Chou au Carré offers upcycled accessories made in France using fabrics from major fashion houses. For founder Victoria, the brand was a natural fit.
"It was a necessity! I have a lot of hair and realised it was hard to find scrunchies that were both cool and suited to my tastes," says the cheerful young woman with a smile. Today, the brand is thriving, riding the wave of upcycling.
What inspired you to create Chou au Carré?
I was tired of scrunchies that broke or wore out easily, so I looked at what was available on the market and saw there was a niche to fill. Scrunchies are perfect for upcycling because you can use small fabric scraps or rolls to create micro-collections.
The brand started as a single-product line, but then you expanded to include new accessories.
Yes, we eventually introduced the fanny pack, which is super practical and one of the trendiest accessories right now - everyone wears them. We bring diversity to our products with different colours and materials, such as tweed from the Saint-Laurent fashion house. We create incredible pieces from simple products.
How do you select your materials?
We choose them for their stylistic appeal but, above all, their quality and durability. I worked for three years at WeDressFair, an eco-responsible fashion retailer, which is where I learned everything about ethical fashion and this booming industry. Back then, upcycling was just beginning, with only a few brands on the market. When we said we worked with fabric scraps, people were amazed.
How is the brand progressing today?
I’m thrilled! The brand is moving in the right direction. We had a pop-up at Printemps Haussmann in May 2024, which went well. At Who’s Next, we connected with major retailers and are now in talks for projects next spring. I hope they come to fruition, but things are looking good.
Did Who’s Next help you connect with interesting buyers for a niche brand like Chou au Carré?
Yes, it’s fantastic, and I’m very grateful to the Who’s Next team. I was invited last January during the previous edition as part of the partnership with the Ulule platform, and the stand was a real hit. Although the brand wasn’t quite ready for B2B at that time, it served as a springboard for what’s next. For this new edition, we came prepared, got another stand, and here we are.
What do you think of the diversity on offer at Who’s Next?
I think it’s very relevant for a small accessory brand like ours to benefit from this mix of stands and purchases. Typically, accessories like ours are considered add-on sales for stores—the risk they assume with us is low. Buyers pass by, discover our products, and are soon won over.
Is there a creative/business dialogue between exhibitors during the three days of the event?
We barely have time to chat with our neighbours because the stand is so busy, but it’s a truly amazing experience —even for creating collaborations. There’s a genuine creative buzz among the brands and stands.
How would you describe Who’s Next in three words?
Creativity, business, and champagne.
Founded two and a half years ago, Chou au Carré offers upcycled accessories made in France using fabrics from major fashion houses. For founder Victoria, the brand was a natural fit.
Modern and elegant shoes, a sustainable vision, and a manifesto for responsible and positive fashion. Welcome to Odaje. Meet Alexis, the Commercial Director of this footwear brand.
Special boutique, special offer : a hotel buyer’s perspective.
Timeless, artisanal, and sustainable: denim is reinvented at the Athenian brand Sac&Co.
In the vibrant atmosphere of Premiere Classe, Comptoir 102, a Dubai-based concept store, continues its pursuit of unique pieces, set against a backdrop of remarkable craftsmanship. Through the insightful lens of Stephanie Chesneau, Sales Director, the store shares its impressions of this edition, where each encounter uncovers unexpected treasures and stories waiting to be shared.
Three experts in fashion and social media discuss community, authenticity, resilience and engagement.
The Parisian eye of Japanese department store Isetan Mitsukoshi tells us about her latest Who’s Next fashion crushes.
Reinhard Plank (Founder and milliner), originally from Vipiteno (Italy) near the Austrian border, first studied design in Vienna before turning to millinery. "I started with hats in Vienna, and my first classic model was a great success," he says. Drawn to Florence's rich hat-making heritage, Reinhard chose this city to perfect his craft.
At the latest edition of “Who’s Next,” we spoke with Camille Pouvreau and Lucas Bouteille, watch and jewellery buyers for Galeries Lafayette, about the burgeoning men’s jewellery market and the long-lasting nature of trends in the watch sector.
A key player in the watchmaking industry since the 1950s, the American Movado Group initially established itself through the distribution of traditional Swiss brands. Over time, it expanded globally, broadening its portfolio to include contemporary designs and jewellery.
Founded in 1954 by the current owner’s parents, Antonio, the Italian shoe brand Guglielmo Rotta is the perfect example of a family craftsmanship that has evolved while remaining true to its roots. At this edition, the brand presented a collection that perfectly illustrates its commitment to quality, timelessness, and Italian craftsmanship.
“Streetwear but make it Couture!” Very Rare, a lifestyle and ready-to-wear brand under the direction of Raf Reyes, embodies an avant-garde vision of streetwear through what the designer defines as ‘street couture’. Born during the 2020 health crisis, this family-run brand, founded with his older brother, stands out for its fluid silhouettes, intricate details such as embroidery, flocking, and graphic prints, and strong influences from 90s subcultures.
For over 15 years, BSL, a Turkish ready-to-wear brand, has made a name for itself in the fashion market in Turkey, with stores in the country’s major cities such as Istanbul, Izmir, Ankara, and Antalya. Initially focused on its own retail outlets, BSL adopted a new strategy last year: expanding its distribution network across Europe.
Reinterpreting its heritage Braccialini, the iconic Italian brand from Florence, is celebrating its 70th anniversary this year. "We were born in Florence, and the natural and architectural beauty of Tuscany greatly inspires our creations," shares Daniela, the brand's sales agent.
Craftsmanship at the heart of jewellery creation: a self-taught journey and the rise of gatsby soldering workshop Fifteen years ago, Julie Sion made her mark in the world of costume jewellery with a unique and passionate approach. "I stumbled into this profession a bit by chance," she admits. Self-taught, her first steps into creation were through a craft-focused approach, before collaborating with French workshops to ensure ethical and high-quality production for her eponymous brand. These collaborations led her to develop a strong and engaged community, not only around her creative project but also through the human values she upholds in her work.
During their debut at Who’s Next, the South Korean brand Temp’s, led by Joanne Jeon Eun-jung, captured attention with its deep commitment to sustainability, combined with a modern and conceptual approach to design.
Pamela Kemmat, the influencer and founder of the Pamela Rouen boutique, and her mother Nadège Thevenon, founder of the Paloma Rouen boutique, share their thoughts on “Who’s Next,” an event they regard as the beating heart of the fashion industry.
Meet Abasiekeme Ukanireh, the visionary founder and artistic director of Eki Kere, a Nigerian brand that has captivated audiences with its unique creations, showcasing vibrant raffia-based designs.
Since 1989, the ANDAM (National Association for the Development of the Fashion Arts) has played a crucial role in promoting young talent within the fashion industry. Supported by both institutional and private partners, including the Ministry of Culture and industry giants like Balenciaga, Hermès, and Chanel, ANDAM serves as a unique springboard for emerging designers. This year, in conjunction with Premiere Classe, which celebrated ANDAM’s 35th anniversary last March at Maxim's, the prize winners will once again showcase their creations in the ANDAM space at the Carrousel du Louvre from 28th to 30th September.
In the vibrant world of creative industries, the Hyères International Festival of Fashion, Photography, and Accessories has been a guiding light for emerging talents since 1986. This year, three of the winners from its 38th edition join the selection at the Premiere Classe trade show, a prestigious platform for up-and-coming designers.
The Premiere Classe trade show is dedicated to showcasing creativity and offering turnkey solutions to highlight the essential trends of the season. Renowned for its ability to identify and present emerging creative scenes, the show supports brands in their growth, establishing itself as a key reference for buyers and designers alike.
In the upcoming edition of the Who's Next trade show, taking place from the 8th to the 10th of September, we are excited to present a remarkable selection of new business solutions. Companies from across France and beyond are bringing their unique and innovative visions to the contemporary commercial landscape, blending advanced technology, refined aesthetics, and sustainable commitments. Through their services, these market players highlight innovative, responsible, and transformative practices for the fashion landscape industries.
At the prospect of the upcoming edition of Who’s Next trade shows, we are delighted to once again showcase the remarkable selection of the What’s Up space.
Who's Next? The great thing about the initial chaos of Who's Next is that it has lasted.
In anticipation of the upcoming BIJORHCA trade show, held alongside Who's Next from the 8th to the 10th of September at Porte de Versailles, we are delighted to present a selection of new brands you won’t want to miss. A must-attend event for the jewellery industry since 1930, Bijorhca returns this year with a fresh wave of inspiration for jewellery enthusiasts and professionals alike.
Founded in 2021 by Germain Provot Lorenz, Treaptyque is far more than just a showroom—it's a vibrant and unique space dedicated to curating exceptional pieces.
KEIA (Korea Environmental Industry Association) advocates for eco-conscious initiatives among creative industries in South Korea and abroad notably. Since 2023, the association has been exhibiting on our IMPACT trade show along with Who’s Next. Their project revolves around supporting and promoting sustainable practices and key players of Korea’s industries on an international scale.
BIJORHCA returns alongside Who's Next to transport you from the urban buzz of Barcelona to the carefree summers of the Balearic Islands. Bright and poetic, Spanish jewellery celebrates its artisanal and cultural heritage through both contemporary and timeless designs.
Future Positive by Smiley is back with a space dedicated to its fashion collaborations with brands such as Eastpak, Rainkiss, Jules, Snocks, Saturday Society, Hoptimist and Small World, in the IMPACT area of Who's Next.
Discover the jewelry trades at Bijorhca with Savoir pour Faire, from January 20 to 22, 2024. Bijorhca will be showcasing know-how in Hall 4, where some 150 brands and suppliers are expected.
From January 20 to 22, Who's Next presents its hair fashion selection.
Who's Next presents its new edition, from January 20 to 22, 2024.
Imaginé et créé en 2013, le collectif A Jewel Made In Greece présente et promeut le savoir-faire joaillier grec.
