How could such a “cool, creative, inclusive and above all modern” brand have disappeared. Placed in liquidation in 2022, Camaïeu was then bought by Celio but the future of the women’s ready-to-wear brand remained unclear. This was without counting on Lena Situations, who announced in a vlog, posted on September 11 on her YouTube channel, the big return of the French brand.
The influencer explains that Camaïeu will open its doors again in September 2024. To relaunch a brand and make it “cool, creative, inclusive and above all modern”, Lena Mahfouf agreed to give “a little help” to hire a director or a communications director.
Some clues revealed this summer
Last year, Sébastien Bismuth, boss of Celio, bought Camaïeu and confided “we will see how to revive it now” before explaining “studying the possibilities”. At the end of August, Celio published several rather mysterious job offers on Linkedin… “We are offering you the opportunity to participate in another incredible renaissance: that of the iconic French brand Camaïeu! We are taking you on in this project to dress all women: the women of today, those of everyday life, the women of a thousand lives” indicated the offer. Since then, no more news… until this video in which Lena Situations announces that she is “delighted to announce that this mini-sequence is sponsored by Camaïeu. They’re back! “.
Lena Situations to the aid of Camaïeu
After having been the only French influencer invited to the Met Gala in 2022, after the creation of her own pairs of sneakers with Adidas, the creation of her brand and the opening of Hôtel Mahfouf, these ephemeral boutiques which are always full, Lena Mahfouf proves although she is one of the most influential fashion content creators in France. Followed by 2.65 million people on YouTube (and more than 4.4 million on Instagram), the young woman ensures great media exposure for the French brand for its rebirth. The big return was confirmed on the Camaïeu website: “As Lena Situations told you, we are looking for our next communications boss”. A web interface was created for this somewhat special casting and this operation called “ Be Camaïeu “.