Our story crossed the path of men willing to access a colorful dynamic and lively wardrobe, but mostly the willing to express and assert themselves.
Laurenceairline menswear combines accuracy and inventiveness. In each of our collections, we celebrate the diversity of influences by matching differences. Pursuing both experience and accuracy in our garments fitting, we rework the menswear basics by bringing a real creative dimension. This creativity occurs in the choice of unique materials, like eco-responsible textiles from the latest technological advances or fabrics made in the respect of traditional skills, of daring colors and colorful graphic designs playing with laws of perspective without losing balance.
With such distinctive pieces, the choice is rarely insignificant. The creativity of our collections offers a chance to express yourself in a singular way. You discover Laurenceairline collections as if you were opening many drawers full of stories, each of them holding their own wonders and appeals, their own worlds. Diving into them is firstly entering unknown territories, wandering, exploring and secondly, gives glimpse of a specific part of you, as an assertion of yourself. Meeting it, is meeting the evidence, unveil your creative self.
Laurenceairline wardrobe appears like a paper chase, a mirrors game in which thousands of combinations are possible. You chose a piece like you would stop before your best side, telling yourself : this reflects me.
Laurenceairline project is about opening spaces for personal expression.
Laurenceairline is always moving. Of Cameroonian and French origins, born in Côte d’Ivoire, Laurence Chauvin- Buthaud, creator of the brand, evolves between Paris and Abidjan. The brand stems from this reality. A reality not fixed in ne place, but situated between two skies. Our inspiration drift from one continent to another. Laurenceairline arises from encounter of words and from open-mindedness.
The special aesthetics of our collections results from our wish o match together colors, shapes and textures that come from abroad, to mix the genders, to perfectly gather the contrasts. Laurenceairline wardrobe is in line with this quest for balance in imagery, from which each piece is the result of a combination of various shapes and colors, that cleverly put together, create a radiant whole.
This work of matching is also about associating traditional handmade fabrics with technical and innovative textiles, associating printed wax with the graphic work of vibrant patterns, icons of the brand.The geometrical yokes and details cross over the shirts and other menswear basics, bringing them more intensity, without disturbing balance.
Laurenceairline story is about the gentle roaming of a man in accord with the world, who is willing to express harmony.
The brand Laurenceairline was created in 2010. Laurence Chauvin-Buthaud who studied at Studio Berçot and Institut Français de la Mode, set up with her team their design and production workshop in Koumassi, Côte d’Ivoire, while inventing the collections between Paris and Abidjan.
Laurenceairline is, first and foremost, a human project that stands against bare exploitation of Africa resources. The aim is to present Europe with a garment that reaches its full value in African area by offering pieces made in Africa, satisfying the high-end ready-to-wear standards. This is a part of our desire to balance richness and to be attentive to our environment and our time.
Six years after the creation of the brand, a fire destroyed our Koumassi workshop. The design studio moved to a new office in Paris. The SUMMER 16 collection marked a new stage in the history of the brand.
If the fire pushed us to change our organization, it has also allowed to develop commitment upon territories.
Since 2017, we’ve created a new workshop in Bassam, Côte d’Ivoire, from which we produce our Africa capsules. As its name highlights our interest, it is important to keep our production in Côte d’Ivoire, like a home base where stands the hearts of our commitment to promote the skills of the African continent and where the power of the roots forms the living source of our inspiration.
Since the studio has completely been brought back to Paris, Laurenceairline takes a new direction by undertaking a conscious and responsible approach and spreads its wings by expanding its multicultural dimension in its own production processes.
For Laurenceairline, the opening up to the world is equally a styling dynamic in the creation of our collections and ethical commitment in our processes.
Caring about today’s climatic change issues and aware of the place of fashion in the future of the planet, we chose to include more and more ecological and sustainable fabrics in our collections. We especially use SeaquelTM, recycled polyester from ocean plastic waste. Offering innovative fabrics, Laurenceairline turns towards the future by presenting an offer rich in its novelty and at the same time, encourages people to adopt a reasonable consumption.
The wax, printed fabric from West Africa is a valued material to Laurenceairline history. Each season, we select the most beautiful wax fabrics from Côte d’Ivoire. Either used in all-over ways or in geometrical yokes, we push forward the authenticity of this fabric that bring colors to our collections. This sourcing allows to highlight this traditional material and to contribute to the local markets.
Always with the aim to support the African local skills development, we work with GIE CABES, an association of textile artisans in Mali and Burkina Faso, partners of the Ethical Fashion Initiative. The EFI, financed by the European Union, intends to encourage trading between Europe and Africa while safeguarding, in its working structures, the respect of human and workers’ rights.
Laurenceairline project is based upon four fundamental elements that compose the vital balance of the brand. Each collection comes out of these founding principles and draws its energy from them.
Our project came to life in Africa, it is our starting point, our anchoring. Laurenceairline collections take inspiration from their African root. Each idea blooms and grows upon territories, other cultures. Fed by this energy, the creativity of our collections knows neither limits our boundaries. This land is fertile, it is our anchor open to the world.
Our collections are smooth, they follow their own flow. They neither comply with the unbridled fashion rhythm or run with seasons. Our collections hold stories, each universe is deep, you can dive into it without restraint. Every piece can be chosen like a talisman, a sacred object whose aura spreads and surrounds the one who wears it with solar energy to go across everyday life. Our pieces are made to share a story for a moment of your life.
If the fire left a mark on the story of our brand, when our first workshop in Koumassi was destroyed , it also allowed us to turn the page and spread on other territories our will to create the wardrobe of an aware man. Fire has a dual function, it puts an end to things and enables to rise again. Fire, as an endless source of energy, symbolize the vitality of our project that always explores new horizons to enlarge its creativity.
Just like the air, Laurenceairline is sensitive to the movements and trends that move our society and feed different cultures, to the changes that transform our environment. We keep listening, we try to catch the harmony of the world that surrounds us and to preserve its balance. Through this desire to express the beauty of shades, mixing and contrasts, Laurenceairline presents the wardrobe of a man driven by his time.