A fashion discovery in the South of France – Souleiado

I brought a very special souvenir from our summer holiday this time: a fashion discovery. And it couldn’t be more french, because the brand is in fact an ancient label. Is it even allowed to use the word „ancient“ in connection with fashion? I don’t know, who cares! Maybe it is better to say „traditional“.

The special things about the fashion by Souleiado are the patterns. They embody the summers in the Provence and they are inspired by Indian textile paintings. In the 16th century the first „Indiennnes“, that’s how the textiles are called, were produced mechanically in Marseille and they were very popular.

Charles Déméry, the founder of the fashion label Souleiado, takes up this tradition and founds his company in 1939 by taking over an company, which has  already been existing since 1806.

Souleiado is exactly how I imagine the French chic of the 60s: Brigitte Bardot and St Tropez combined in fashion 😉

When we discovered the shop in Nîmes, I knew immediately, that I had to visit it. And I had not been disillusioned. The textiles are so beautiful and I fell in love with a silk dress right away. Unfortunately it was 600 Euros, short above my pocket money, but just short… Just kiddin‘! It was made of pure silk and I am allowed to dream, right?

Luckily there are also other dresses made of cotton, which are as beautiful as the silk dress. But you may know this: You step into a shop and you suddenly fall in love with one piece, that you must have absolutely and then you notice it as the most expensive one out of the whole collection. Well, because I don’t want to make any lazy compromises, I chose:

‚Either that great dress or nothing a hair circlet!‘ 😉

As the shop assistant noticed our excitement about Souleiado, she told us some stories about the label, which has been revived for only a few years now. We got to know that the Souleiado establishment isn’t far away from our holiday home and we heard about the museum there. And a shop with a small outlet. I don’t need to explain where we went the next day, have I?

Tarascon – We are coming!

I don’t want to write long trip reports, that’s why I will show you tons of pictures of Tarascon, the home of Souleiado. It’s a very typical French town, which partly looks like excerpted from „Les Miserables“. When I first heard the town’s name, I thought about the spicy sauce, which actual name is Tabasco. Can’t know everything, right? But Tarascon was named after the dragon Tarasque, which is said to eat travellers. Oh, what a luck we had! Maybe the hair circlet by Souleiado helped me. Fashion lovers are maybe untouched. 😉

Through the city the upper textiles guided us to Souleiado. I really like towns connected with traditions. No matter how small Tarascon actually is, in my opinion it embodies glamourös textiles. And the prettiest silk dress. Maybe because it had to stay there and it mustn’t join my closet. 😉

Let’s go into a fashion paradise at Souleiado’s…

For certain the label of Souleiado will ever be connected with the feeling of summer holidays for me. No fashion discovery on Instagram or any advertisement in a magazine could have such an atmosphere. This is just possible, if you travel the world with your eyes open don’t just follow all those Social Media hypes blindly. You know what I mean, right?

By the way, Daddy bought the most pieces at Souleiado. Let’s see if I also borrow some things out of Daddy’s closet next time. Then I could wear my Souleiado scarf and my hair circlet with a mens‘ shirt.

The fashion time travel was perfect in this museum building, you could experience the past right away. Just if you want, of course. People only chasing the newest hypes, would be bored in Tarascon I think.

The Souleiado Museum was so interesting.

Not only the fashion was exciting, also the old printing plates and the netbooks with the old colour recipes. In the colour laboratory there were still some old colour bottles and small pots, a paradise for alchemists.

In the courtyard you can relax a bit before you are stepping into the shop. Or you can count your money…

We drank a coffee after the shopping session and then we left with a smile. With best memories and beautiful pieces in our bags. Just like a sun to wear. 🙂

We walked a bit through Tarascon after the visit and discussed fashion with traditions. Even Daddy joined us.

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