The Curated World of Fleur du Mal
Jennifer Zuccarini has been designing clothes and building businesses and brands for a long, long time. As a co-founder of Kiki de Montparnasse –which she left a few years ago and then as a Design Director of Victoria’s Secret- she excelled at developing concepts that are almost as enticing as the products themselves. It is, however, her most recent launch, Fleur du Mal -which she fully owns- where I feel that the real Jennifer has flourished the most. What made me want to ask her a million questions and of course, feature her here, is the fact that Fleur du Mal’s pieces are amazing but also, everything that is in her studio is so carefully selected and displayed, that I immediately knew Jen is a true collector and a curator at heart. Some of the magazines, vinyls, objects, books and furniture pieces have been part of Jen’s collection for many years waiting to be put together at the right time in the right place. The wait was so worthy.
The first time I set foot in Fleur du Mal’s studio, several months ago, I perceived a highly-cohesive idea of a lifestyle –or perhaps of an art film- whose main character is a sexy woman that is well-traveled, well-read, extremely cultured, but she is almost like doing things that are borderline dangerous. I needed to be back, shoot images and ask questions. Below are Jennifer's answers, in her own words.
ON DEVELOPING FLEUR DU MAL'S CONCEPT
I like to describe Fleur as chic, provocative and a bit rebellious - so I think you picked up on all of the right things! I'm inspired by creating the experience around the brand and the clothing - thinking about who this woman is, what music does she listen to, what art does she like, what fragrance would she wear - it's really about telling a story.
ON THE FRENCH NAME AND THE FRENCH REFERENCES
I didn't plan to choose a French name, it just appeared after a long search and really resonated with me. Maybe because I'm Canadian, I think growing up in a bilingual country has an influence - and I love Paris - but who doesn't?