Héroïnes
Héroïnes is a Parisian womenswear brand founded by Aurélie Cohen, known for structured dresses in bright prints drawn in house. It designs for a range of body types and sells mainly through its own boutiques in Paris.
| Founder | Aurélie Cohen |
|---|---|
| Launched | 2013 |
| Base | Paris, France |
| Sizes | French 34 to 46 |
| Website | heroines.fr |
What is Héroïnes?
Héroïnes is a womenswear label from Paris, created by Aurélie Cohen, a former literature teacher who studied at Esmod and worked for Sonia Rykiel and Jean Paul Gaultier. She first ran a multi brand shop on rue des Rosiers before launching her own label in 2013.
Products and positioning
The brand is known for structured cuts and bright prints designed for women with fuller figures, in French sizes 34 to 46. Prints are drawn in house and cut into five or six dress shapes intended to flatter different body types.
- Printed dresses, the founding category
- Knitwear
- Vintage inspired jeans
- Leather boots
Production takes place in Europe, around half of it in England, and in the Mediterranean basin, in small runs. Prices sit in the accessible to mid range for French designer womenswear.
Distribution
Héroïnes grew through its own boutiques, with eight stores in Paris by 2019. That year it opened to wholesale for the first time, presenting at the Who's Next trade show in Paris in response to demand from regional multi brand stores and department stores abroad. The founder has described the company as a small family business.
Why it matters
Héroïnes is an example of a vertically run Parisian label that built a loyal following through inclusive fits and in house prints before extending into multi brand distribution.
Frequently asked questions
Who founded Héroïnes?
Héroïnes was founded by Aurélie Cohen, a former teacher who studied at Esmod and worked for Sonia Rykiel and Jean Paul Gaultier.
What is Héroïnes known for?
The Paris brand is known for structured dresses in bright in house prints, designed to suit fuller figures.