Le Bon Marché reformulates its own brand, becoming Maison Rive Gauche

After Galeries Lafayette, which redesigned its Jodhpur label in 2024, it is the turn of Bon Marché to announce the transformation of its own women’s brand, with premium positioning. The Parisian department store belonging to the LVMH group is unveiling Maison Rive Gauche at the start of the year, a collection replacing the “Le Bon Marché Rive Gauche” label, which aims to be more inclusive and uncorrelated with ephemeral trends.

This new image will be visible in January with the launch of the spring-summer 2025 collection, which is available from size 34 to size 50, and intends to “speak to all women” with “an elegant and timeless wardrobe”. Noble materials such as wool, cashmere or iridescent silk will be highlighted. Textiles chosen from Nona Source, an entity which sells the dormant stocks of major fashion houses. The Fairly Made company was also mandated to measure the impact of the products in the range and communicate on their traceability.

From now on, the life of this own brand will also be punctuated by regular collaborations with brands or personalities, four per year. The first capsule was entrusted to Tagwalk founder Alexandra Van Houtte, who unveiled light and “easy to wear” pieces, sometimes enhanced with plant embroidery. Then, in mid-April, Maison Rive Gauche will team up with the British floral fabric house Liberty.

On the distribution side, Maison Rive Gauche is expanding and renovating its sales space on the first floor of the building. “From extractions from our basements, earthenware tiles with orange-pink enamel were created, in a very Bon Marché spirit” under the leadership of designer-researcher Lucie Ponard, explains Aude Cousin, director of the department. Department store architecture. This corner will open its doors on January 27.

Before that, from January 11 until February 23, 2025, the department store will unveil the new artist invited to inhabit its spaces. This is the Brazilian Ernesto Neto, who imagined several immaculate monumental works created in crochet in his Rio workshop. Then, from February to the end of April, Le Bon Marché Rive Gauche will take a step aside by devoting its commercial highlight to dogs and their owners.