Evanbenjamin, the French-speaking Swiss couple who seduced Rita Ora

Originally from Locle (NE) and Tolochenaz (VD) respectively, Evan Giusto and Benjamin Bühler set out two years ago to conquer the Parisian scene. If their label has seduced Rita Ora, Jessie J, Ahmed Sylla or even Nabilla, they are returning home to present their new collection in Lausanne this Thursday. Portrait.

In austere Lausanne swept by the icy December wind, Evan Giusto and Benjamin Bühler have the effect of a shot of vitamin D. As beautiful as the passers-by are bland. As gentle as the fashion world is ruthless. As elegant as the rest of the world hides under layers of gray and shapeless clothing. Just two days before the presentation of their new collection in Lausanne in front of more than 400 people, the designer duo exudes a certain calm – very Swiss indeed.

Evan Benjamin

However, there still remains a mountain of work to cover. Show lighting to adjust, a model to cast, backstage to visit, clothes to retouch, fittings to complete.

But nothing scares this couple, in fashion as in life, who met on a shoot in 2016. A graduate of the La Chaux-de-Fonds School of Arts, Evan Giusto is ready to her time as a model, between a job in watchmaking and the dream of creating her own couture brand.

An aspiration shared by Benjamin Bühler, who, for his part, is completing his end-of-year work for the Ecole de la Chambre Syndicale de la couture parisienne. Love at first sight is as personal as it is professional.

“The idea of ​​setting up our brand came naturally, we had the same vision,” remembers Evan fondly, biting into the leg of his dough guy. Neither one nor two, Benjamin takes the risk of leaving Paris and a position in the prestigious Schiaparelli house, to follow his companion to their native Switzerland. Objective: found their brand, Evanbenjamin.

A collaboration that is all the more obvious as Evan and Benjamin complement each other. One draws the male silhouettes, the other the female silhouettes. “He has a more couture vision and a lot more patience than me,” notes Evan, 30, who manages sourcing, materials, suppliers, price negotiation – “which I personally have more difficulty doing », specifies his partner and companion, 29 years old.

Next goal: Dua Lipa

Five years later, in 2023, Evan and Benjamin leave their workshop in the canton of Vaud, slip their sequined pants, their suits and their iconic bags into suitcases and give in to the sirens of the fashion capital. Where everything happens. Paris. But the fact of having their new offices a stone’s throw from Jacquemus, in the 18th arrondissement, does not make Evanbenjamin a French label. “We remain a Swiss brand, it’s our DNA and that’s how we manage to establish ourselves,” says Evan.

It was a good thing for them since, since then, a pretty bunch of celebrities have jostled to wear the glittery creations of the Swiss duo – from their compatriot Gjon’s Tears for Eurovision 2021, to the British singer Rita Ora, including the French comedian Ahmed Sylla or the choreographer and dancer Marie-Claude Pietragalla.

An inevitably flattering token of recognition for the duo from Le Locle and Tolochenaz, but which is not everything. “People think that as soon as a celebrity wears your clothes, you’re going to take off. In terms of credibility and visibility, it’s great. In terms of sales, that’s not enough,” says Evan.

On the contrary, the young designer even perceives a risk in a star appearing in their clothes. “If they see Rita Ora wearing an Evanbenjamin outfit, people think that it is an evening outfit, reserved for a wealthy clientele. No way! Swiss customers can make our clothes their own. They are in no way reserved for models or personalities from the entertainment world.”

Still… who would they dream of as the next ambassador? “Dua Lipa, that would be chic,” admit the two companions with one voice.

Between Paris and Tolochenaz

It’s difficult to structure yourself when you live, eat and breathe together for the same brand. Especially since their workshop is one with their apartment, Boulevard de Clichy. There, the days start around 8 a.m. and last until late in the evening. “Separating private life and work is complicated,” concedes Benjamin. A brand is not turning off the lights at 6 p.m. and everything is over. You have to work all the time, constantly.” His neighbor nods.

To take “moments of break” and recharge your batteries, there’s nothing like the motherland. The couple regularly returns to Tolochenaz, to Benjamin’s family. “Our cocoon,” sums up the latter. “Yesterday, it was funny, we came back from Paris, we crossed the border, the Vallée-de-Joux… and there… the snow,” Evan breathes.

Proof of their attachment to Switzerland, almost two years after their departure, the eternal question returns to their work table. “Should we return and strengthen ourselves in Switzerland, and increase the back and forth with Paris? Benjamin says out loud. Or stay in Paris, which allows us to collaborate with artists, but where we are less in contact with private clients? Because, in Switzerland, it’s the opposite.”

He brushes off this dilemma by swallowing a sip of water. “For the moment, we are not putting limits on ourselves. We live in the moment.”

“This departure to France was important,” adds Evan. These two years were formative. If we end up coming back, it’s because we took what we needed there and we bring those acquired here. But we don’t yet know how we’re going to proceed.”

A balance like the collection they are preparing to present in Lausanne, this December 12, at the Amaretto space. “This collection is the relationship we have between Paris and Switzerland. The contrast between the very serene, calm, constructed, hard-working and serious side of Switzerland – and the more agitated, deconstructed, euphoric, festive side of Paris,” explains the designer couple, who cites Anthony Vaccarello for Saint-Laurent or the The inimitable Donatella Versace among her muses and icons.

Contrasts in materials, revisited classics, nods to bankers’ suits and the festivity of the French capital… The best of both countries and a beautiful tribute to Swiss-Parisian friendship. A collection in the image of this versatile and talented couple, who have not finished conquering France… nor the most discreet and cautious Switzerland.

Curious to see more? Evanbenjamin’s fashion show will take place on December 12 at 8:30 p.m., at the Amaretto space in Lausanne, and it is open to the public. Tickets are available here.

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