W H AT A R E T H E S I G N AT U R E TA R T I N E E T C H O C O L AT P I E C E S ? All baby items – the Babygro Birth collection, the Garda pyjamas… People come to us looking for a certain level of quality and refined detail. We have also been working on our junior range for a few years, with dresses for little girls that aren’t too bling-bling, bourgeois or sombre, but still with that French elegance. H A S T H E TA R T I N E E T C H O C O L AT C H I L D E V O LV E D ? I think that, today, we can be very comfortable in jeans and a large jumper one day, and in a chic little dress the next. Defining the Tartine et Chocolat child by describing them as the model child doesn’t appeal to me. I find it quite sad and, actually, the model child doesn’t exist. I think that, today, mothers want practical and comfortable clothing for everyday wear as well as elegant clothing for a family event or party. I think that we can cater for all children, but during a particular moment in their life. I think that the world is like that today, we want to change our style, price range and quality and not be pigeonholed. Our values have stayed the same for all these years; to be elegant, timeless and to demand quality. And finally, to always be sentimental. I N YO U R A DV E R T I S I N G C A M PA I G N S , T H E R E I S A LWAY S T H E N O T I O N O F INNOCENCE AND DREAMS. IS THIS I M P O R TA N T F O R YO U ? We’re a brand dedicated to children and concentrate uniquely on this universe. The world is really tough, even more so over the past few years, so it’s important to preserve this period of childhood. We wanted to keep the notion of taking our customers back to their childhood, this is why parents come to us, to be reunited with the hedgehog, the Garda…All of these things remind us of when we were young, of the happy times, and we
want our children to experience this too. It makes both children and parents happy! We want them to dream, and for there to be magic and poetry. FA I R Y TA L E S A R E A L S O V E R Y P R E S E NT I N YO U R CO LLEC TI O N S . Yes, they’re very much linked to the brand. We’re associated with this notion of enchantment and timelessness. Still today, we tell the same stories, even if the medium has changed. A N D I F T A R T I N E E T C H O C O L AT W A S A S T O R Y, W H I C H O N E W O U L D I T B E ? I think it would have to be Donkeyskin, it’s just like us! It’s pretty and magical. THI S Y E A R , YOU R FA M OUS BOUTI QU E IN PA R I S H A D A M A K EOV E R . WH AT M A D E YOU DECIDE TO D O THI S? We redid the boutique in preparation for Tartine et Chocolat’s 40th anniversary next year. I thought it made sense as we’d already done a lot of work on our products, and we’ve ended up with something that we’re very proud of today. The concept was created by architect Jacques Garcia 10 years ago, so it all needed updating. This was the moment to find someone who understood our aim to create something that was timelessly modern. The interior designer who designed it all, Dorothée Meilichzon, understood this perfectly. She’s completely modern and very on-trend. She’s worked on trendy bars and restaurants, but she also uses her traditional French expertise. In the boutique, she used wooden f looring, mosaics, and lots of handmade touches. It’s exactly what we did with the brand, transposed through décor. It was her first time designing a boutique, and she really did a wonderful job. It’s high-end without being ostentatious, and it’s both modern and full of French tradition at the same time. She’s also a new mother herself, so that inspired her too.