Two years ago, Aude (in charge of communication) and Astrid (sales manager) decided to succeed their mother Marie-Chantal, founder of the Belgian brand Rue Blanche. Their aim: to capitalise on the history of a label that is celebrating its 30th anniversary this year, and to reinvent it. Between ‘birthday’ collaborations, a new communication strategy and international dreams, this pair of thirty-year-olds are right on track.
This year 2017 is Rue Blanche’s thirtieth anniversary. When you are at the head of a brand that is far from bling and anything that is too ostentatious, how do you celebrate such a milestone?
Aude Regout: We wanted people to talk about us. That’s for certain. Until very recently, the brand had always opted for discretion. In 2017, it was therefore urgent to make some noise, but not just anyhow…
Astrid Regout: Each season we try and deliver a new message. In 2015, we spoke of our beginnings at Rue Blanche. This year, for the label’s 30th anniversary, we invested in collaborations with brands that we like, some of which we have already worked with.
How did you choose them?
Au. R.: Straightaway, we decided to focus on accessories. For commercial reasons, to start with. An accessory is easy to sell. We approached several brands that we like, convinced that some would say ‘no’.
As. R.: The opposite happened. So we started on three collaborations per season: we have twelve, spread across the whole of 2017.
Au. R.: This winter, we are selling Springcourt trainers, a consistent choice when know that this firm is a family business founded in 1830 and that like us, it is in the midst of a renaissance. Between the Italian label Faliero Sarti and Rue Blanche there has been a long love story. I think that my mother was one of the first people in Belgium to believe in the brand. And then, there is K-way, perhaps a less obvious choice. But we like the quality of the products. This notion of quality is one of our cornerstones.
Let’s talk about your DNA. How would you describe it?
Au. R.: Our trademark is knitwear and high quality materials in general.
As. R.: Our chromatic palette too…
And it’s based on this that you have tried to reinvent yourselves?
As. R.: Yes, in particular by offering greater freedom to Céline Collard, our stylist. Our challenge, each season, is to find the right balance between safe values and more daring items. The idea is to offer true stylistic added-value through each collection. For two years, we have involved the whole team in this work. We try to promote the exchange of ideas around those put forward by Céline.
Are you satisfied with the result?
Au. R.: This winter, yes. The collection has a few very strong pieces: the denim dungarees, the green wax trench, the tweed and corduroy jacket…
The inspiration is quite ‘British’. Does this connection suit you?
As. R.: Our mother had a soft spot for blending the tradition and daring of the British (she smiles) and… for the beauty of their gardens. On a minimalist basis, she loved to include more romantic notes. Everything is studied in the finest detail. And yet, the result is still fresh and nonchalant.
Is England your main source of inspiration?
Au. R.: We often go on short trips to London as well as to New York. Mum comes with us. We spend time in the shops, as well as in nature, which is essential for Rue Blanche.
As. R.: The Scandinavian countries also inspire me. I lived there for five years. I imagine my fascination comes from there…
Au. R.: From this year, we have an ambassador in Denmark. She’s an artist. Her work inspires us a lot, as does her style. At this stage, we feel more at ease with this type of collaboration…
As. R.: Bloggers all end up being the same. Their approach is formatted. What they publish on the web often no longer has any substance. We therefore prefer to share our world with girls who we feel close to: the young Belgian horsewoman Déborah Walravens or Bénédicte Bantuelle, co-owner of the restaurant Bouchery and professor of design at La Cambre, to mention a couple.
Does reinvention involve communication as well as export?
Au. R.: It’s an aspect of our development that we approach very carefully. To explore new markets, one must not have a feint heart. Until now, we have preferred to wait, observe and refine our approach…
All the more so as the fashion sector is in the midst of upheaval. Both in terms of pace and methods of distribution and communication. How do you envisage these changes?
Au. R.: We are exploring certain paths such as digital technology, a movement we are part of through increased presence on social networks in particular. We are also developing pre-collections. Today, it’s almost an obligation. But this choice involves a huge increase in workload. For a small organisation like ours, it’s anything but anodyne. For the time being, we are clearly in a test phase. Like many brands we are trying to find ourselves. It’s difficult… and fascinating at the same time.
What does the future of Rue Blanche look like?
Aude: What is certain is that it is part of a dynamic of renewal. We like to surround ourselves with young employees Like Laura Greindl, designer and owner of Atelier 365, who designed our boutique in the Louise district and Mous Lamrabat, our campaign photographer. These people who like the brand are our best ambassadors.
By Marie Honnay
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