Philippe Hurel in High Fashion mode

When the team of Maria Grazia Chiuri or Anthony Vaccarello decides to stop the production of a model of the collection ready to wear Dior or Saint Laurent, it is several hundred meters of silk velvet or silk serge ordered for nothing. Victims of strategic as well as artistic choices, sumptuous stocks sleep in the reserves of large luxury houses. It is to remedy this logistic bottleneck that a year ago, Ingrid Kermoal created Crearity Luxe, a company specializing in the upgrading of their stocks of raw materials. For several years, they have begun the hunt for waste, anxious to engage in an eco-responsible approach. After working on the subject internally at LVMH or Kering for fifteen years, Ingrid Kermoal decided to create her structure, both buying, and style office to redistribute the overproduction of fabrics according to the principle of circular economy: Crearity Luxe accompanies the young creation, supports schools and associations with donations. If she finds among young designers a natural clientele, she has also addressed the world of decoration. She found an attentive ear in Philippe Hurel.

The furniture designer celebrates its 110th anniversary this year. In its factory located in Eure et Loir, its craftsmen already work delicately with leather, bronze, precious wood, lacquer, and parchment. So why not haute couture fabrics? "Ingrid arrived with a large filing cabinet, in a true style office approach. We selected the appropriate fabrics, in pop and cheerful colors, which then dictated the hue of the structures" describes Terence Mesguich, the artistic director of the Maison Philippe Hurel. In order to complete the process, the creatives dipped into the inventory: 110 years of archive stock with chairs in a different style! In the end, they selected 6 of them, as singular demonstrations of the possibilities offered by this new cooperation. Each structure has been upholstered with fabrics. A series of cushions complete this first collaboration unveiled during Paris Design Week in the Philippe Hurel showroom, near the Bourse du Commerce, which now houses the Pinault collection. “Associating a Startup with a house rooted in history, creating with four hands, giving our wishes is not only a temporary opportunity but a process that is long-lasting,” explains Terence Mesguich. "We are building a new business model: how to buy, how to produce in a sustainable way, goes on Ingrid Kermoal. There are so many materials available... They are exploitable by both fashion and design. The approach is not without displeasing to this house full of craftsmanship and modernity. "We are both timeless and contemporary," explains Terence Mesguich. We defend the excellence of crafts. We are of our time and have a beautiful heritage. This is the one that we will make.