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In September 2019, the brand was presented by Atelier Meraki at Who's next. Subsequently, she won the French Dauphine competition for young talents.

Parisian designer François Laurendeau decided to create his Maison Geneviève brand in 2019 after graduating from Esmod Paris, where he came out of his professional jury, specializing in men.. 

Strongly guided on the road to sewing by his mother, the brand's eponymous name, François took his first steps with a costume designer. At the same time as his studies, he took courses at the Lycée Turquetil for a year, which enabled him to acquire leather skills.

Maison Geneviève presents a men's and women's wardrobe associated with a collection of accessories, including bags and a line of handmade jewelry. Shaped by a military spirit combining rigor, righteousness, irregularity and the imperfection that time leaves on clothes, the house offers silhouetteshardwearstraight out of a post-apocalyptic universe.

With the vision of a decaying planet, of an insensitive population, François Laurendeau launched Maison Geneviève with a desire for more fashionable, more responsible fashion. In an atmosphere ecopunk ,the house advocates the concept of upcycling » in order to allow a garment to reinvent itself.