Published on
October 3, 2024
After teaming up with host Faustine Bollaert last winter, Grain de Malice is back at it again, this time teaming up with a French singer with a long career, Jenifer. For the women’s fashion brand, the 41-year-old artist imagined a mini-collection reflecting her favorite looks, to wear during an evening or every day. A launch that goes hand in hand with the release of his new album, named Jukeboxand a tour.
His tenth opus and the fashion capsule with Grain de Malice will be released on November 22, ahead of the end-of-year holidays. The wardrobe imagined by the singer with 6 million albums sold is made up of fifteen pieces in a bohemian and rock style, with a sleeveless sequin top, a burgundy velvet jumpsuit, a suit oversizezebra pants, a faux fur coat, a faded t-shirt or even a bandana-style scarf. Added to this is a beaded bag with gold fringes. The products are available from sizes 34 to 46, and maintain the mid-range positioning of the clothing chain, with prices ranging between 14 and 89 euros.
Jenifer made several trips between Corsica, where she lives, and Lille, where the company’s headquarters are located, in order to imagine the collection, choose the fabrics and validate the cuts. The campaign was shot at Ferber Studios in Paris.
Grain of Malice
A collector’s edition of the new album, with a special cover and a booklet detailing behind the scenes of the collaboration, will be on sale exclusively in the brand’s 230 stores and on the e-shop. Fans will also be interested in looking for ten golden tickets placed in the albums, allowing them to win a meeting with the singer during her tour.
A real communication highlight for Grain de Malice, which seeks to grow its notoriety and its network. Sold in the summer of 2023 by the Mulliez family to a consortium made up of Jean-Christophe Garbino, Franck Duméry, the GPG group and the FE2T fund, the brand aimed at women over 35 saw its sales increase by 4% in 2023, to 126.9 million euros. His course? Reach 250 million euros within five years. Around fifteen store openings have been planned this year.
