Poetic romanticism and light rebelliousness coexist in Prune Goldschmidt’s new-generation elegance story.

Softly wavy frills, delicate lace, and classically decorated silhouettes – these nostalgic details recall the elegant outfits of distant memory. But this is no mere nostalgia. What dwells there is a light rebellious spirit. Unexpected details and structured lines create a new interpretation of the classics rather than leaning on them, quietly asserting that the clothes are for modern women.

Debuting in Paris in 2020, prune goldschmidt is a brand that reinterprets luxury and proposes an elegance that transcends stereotypes. Beauty is not just about dressing up, but about talking to one’s inner self and wearing one’s hidden will. The clothes give a story to the wearer and encourage the wearer to become the hero of that story.

A design philosophy where tradition and wit intersect

prune goldschmidt’s clothes follow the traditional classic attire, but transcend its boundaries to present a new form of elegance. Between tradition and playfulness, the designs lightly portray a new image of women. This exquisite balance is at the heart of the brand. Like a portrait of an aristocrat gloating in a corner of a formal court painting, the designs are serene yet have a certain will.
　
For example, a shirt dress with a bold silk ribbon tied around it, a black corset that accentuates the body line while giving a somewhat rebellious impression, and a playful arrangement of buttons. Inspired by bourgeois attire, such as the use of Rothschild family prints, which are the roots of former aristocrats and their families, prune goldschmidt intentionally blurs the boundaries between classic and modern, adding a light touch of humor, and weaving its own story.
　
This original elegance is created by designer prune goldschmidt, a French-born designer who has honed her poetic side of fashion and her ability to add humor to it through her experience at Sonia Rykiel and others. Her debut collection (2021SS) under her own name, prune goldschmidt, is still fresh in our minds. The originality of his aesthetic left a strong impression on many people, perhaps because he was able to find a sophisticated wit in designs that at first glance seemed to be classically decorative.
　
prune goldschmidt does not stop at mere nostalgia, but continues to search for the elegance that modern women should wear. The fairy tales we were so enamored with back then have a continuation, and it is something that we can create for ourselves. When tradition and wit intersect, a story of new-age elegance begins to spin.

Paris and Bordeaux, two cities nurturing creativity

prune goldschmidt’s world is nurtured by the energy of the two cities, the serenity of Bordeaux and the sophistication of Paris.
　
Her creations are based in her atelier in Bordeaux, surrounded by nature and tranquility. Here, she creates original prints that embody the brand’s worldview, which are eventually woven into the stories that form the core of her collections.
　
In 2023, prune goldschmidt opened its first boutique in Paris Saint Germain. (*The boutique has now moved to Bordeaux.) The space is like a small theater, a place where one can experience the romantic world of the brand. Creations born in Bordeaux are breathed into new life here in Paris, reaching a wider audience.
　
The clothes created by the brand are a combination of the past and the present, and the back-and-forth between the two cities has solidified the boldness of the brand, which could be called “poetic punk. While respecting classic details, the clothes go beyond them, vividly depicting the freedom that modern women desire.

To wear is to tell a story about yourself

In the modern era, “femininity” has evolved into a term with diverse connotations. It is not only sweetness, but also strength, humor, and a sense of beauty as an individual that intersects. As if to embody this, her designs resonate with the diverse aspects of each individual.
　
Wearing prune goldschmidt’s clothes may lead to reaffirming one’s own identity. Delicate yet bold, classic yet contemporary. Enjoying the balance between these two aspects, we find our own personal story through our clothes.
　
This story belongs to no one. The timeless elegance that has been passed down through the ages and the rebellious spirit that lurks in the shadows are all our own. How you perceive it and how you wear it, you can decide for yourself.
　
I put on the sleeves of prune goldschmidt’s clothes. I am free to describe my own story.