This is a bad collection for me…
Her work make sense when she adds sophistication to her street Bobo Parisienne edge.
I think maybe the idea of the IM woman is a bit of a cliché now but I do not think that she attracts new customers again.
I think that in Paris, the people who buys it are regular with the brand.
But one of her strength is to have developed a real retail network in France. She can conquer markets like Asia and the US but she has stores in Bordeaux, Lille, Toulouse, Marseille, Lyon…etc. And she doesn’t have that luxury positioning.
Im sure she is a hit in France. Because if you pay attention to the way French women dresses in offices, for a majority, it’s very IM-ish.
Her work is very inconsistent but when she does great (fall 2019), she does great!