Amour Vert, a leader in sustainable fashion, has introduced a major rebranding initiative to coincide with its expansion and the relocation of its headquarters to Los Angeles.
Amour Vert says its refreshed identity is encapsulated in its newly redesigned logo, which reflects the ethical fashion label’s commitment to environmentally responsible fashion and marks a strategic move to enhance its presence in the premium lifestyle market. That commitment sees the label relocate from the Bay Area to Los Angeles, home to a burgeoning movement of sustainable labels and designers including Reformation, Whimsy + Row, Flora Animalia, and Buru, among others. The label has also announced new openings at Irvine Spectrum Center in Irvine, Calif., coming late April, and a store at Westfield UTC in San Diego next month.
The new logo and brand identity, designed in collaboration with Malherbe Paris, represent a synthesis of what the label calls “French chic and Californian cool,” mirroring Amour Vert’s ongoing dedication to sustainability and innovative design. The reimagined brand identity was crucial in guiding Amour Vert through its transformation, emphasizing femininity and elegance. Malherbe Paris played a pivotal role in this process, extending its design expertise to the aesthetics of Amour Vert’s online presence and physical stores. These new store designs incorporate natural colors and curved, feminine lines that resonate with the brand’s ethos.
“Our rebrand marks a central milestone for Amour Vert, reinforcing our steadfast commitment to ethical fashion, premium quality, and sustainability,” Dominique Mikolajczak, Amour Vert’s CEO, said in a statement. “With our expanded presence, new headquarters, refreshed identity, and design direction we look forward to engaging with and delighting our customers in new ways and continuing to lead the charge in delivering stylish, eco-conscious alternatives to the fashion industry.”
Hubert de Malherbe, founder and CEO of Malherbe, highlighted the challenges and achievements of the partnership: “We are living in a fast-paced world, where it is a great challenge for brands to stay loyal to their core values while trying to grow, become an industry leader, create disruption, and respect the environment,” he said. “Maintaining innovation, quality, style and comfort was the most important thread for us to follow in this partnership with Amour Vert. We have imagined the new rebranding to cohabite with the new store design as well as the brand’s 360-degree online expression — seamless, sharp, modern — both digitally and physically. The team and I are very proud of this exceptional partnership, the journey the brand has taken towards the future and the result we have achieved.”
In addition to its branding overhaul, Amour Vert is relocating its headquarters from San Francisco to Los Angeles this June to better integrate into Southern California’s vibrant fashion scene. This move is strategic, positioning the brand closer to important resources and opportunities for growth.
Amour Vert continues to focus on sustainability by using sustainable materials and focusing on small-batch productions, and collaborations with local artisans and independent makers, which allows for unique, culturally infused designs. Furthermore, Amour Vert’s ReAmour marketplace supports the resale of pre-loved items, extending the life cycle of its garments and contributing to environmental conservation. For each T-shirt sold, Amour Vert plants a tree, with nearly 375,000 trees planted since 2013.
Related on Ethos:
