French fashion brand MARITHÉ FRANÇOIS GIRBAUD unveils first HK store

French fashion brand MARITHÉ FRANÇOIS GIRBAUD (Marithe) has launched its first standalone store in Hong Kong, marking the brand’s debut overseas outlet.

Founded in 1962 by Marithé Bachellerie and François Girbaud, Marithe is known for combining high-quality design with a casual style, producing comfortable and functional garment-accessory collections. It has gained popularity among Korean girls after for its versatile staple pieces that incorporate a French collegiate style, according to the release.

Located on Pak Sha Road in Causeway Bay, an international fashion hub, the store spans 1,500 square feet. Its design features natural wood furniture in earthy and creamy tones. The clean lines of the wooden display racks evoke a casual Parisian atmosphere, echoing the style of the flagship store in Hanam-dong, Korea.

The Hong Kong store is unveiling Marithe's latest denim collection, with an emphasis on denim fabric selection and tailoring. The collection includes denim jackets, jeans, skirts, bags, hats, and accessories, and is presented with a minimalist, modern aesthetic.

Moreover, the store introduces its fall-winter collection, "Timeless overlap". Drawing inspiration from Parisians strolling through classic European streets, the collection captures timeless elegance. It blends contemporary classicism with modern touches, evoking a warm and relaxed mood to overcome the chilly winter.

With the store's launch, MARITHÉ FRANÇOIS GIRBAUD has launched a limited-edition Christmas teddy bear keyring. These bears, dressed in knitted sweaters and adorable winter hats, are designed to bring festive charm and add a playful touch to any holiday outfit. Starting in December, Marithe will also offer gift-wrapping services to simplify the process of preparing Christmas presents.

To celebrate the opening, Marithe is launching out-of-home (OOH) ads on a double-decker tram in Hong Kong, featuring images of the brand's ambassador, Go Yoon Jung. The tram travels back and forth across Hong Kong Island starting from 26 November.

“We are completing our design from the inspiration on the street. From the street, we are developing up,” said Girbaud.

MARKETING-INTERACTIVE has reached out to MARITHÉ FRANÇOIS GIRBAUD for more information. 

Since its launch in France in 1972, Marithe has developed stonewashing, baggy jeans, and engineered jeans for the first time in the world, according to the release. The denim brand has been casually reinterpreted to fit modern lifestyles, and the new "Marithé François Gerbaud" is presented in 2019.

Related articles:

Hearts On Fire unveils first retail store in HK
Thai wellness brand PAÑPURI unveils first overseas store in HK
Japanese ramen brand Machida Shoten unveils first store in HK