where to find the new, even more trendy collection?

In 2022, fans of the Camaïeu brand were heartbroken. After a court's decision to place her in liquidationthey expected to see this ready-to-wear giant disappear for good. This was without counting the intervention of the Celio group.

Thanks to him, the brand rose from its ashes, like a phoenix, to become Be Camaïeu. Today, she is back with a new collection that combines modernity, accessibility and inclusiveness. Today, the brand aims to appeal to all women, whatever their body shape. This comeback marks an important step in the rebirth of this emblematic women's ready-to-wear brand.

Camaïeu, or the return of a giant

In 2022, Camaïeu was going through a tumultuous period. The result is a judicial liquidation and the closure of its stores. If you read us, you know how much the crisis is hurting the ready-to-wear sector. Camaïeu could therefore have joined the long list of brands that are disappearing.

But, in his misfortune, the brand sees the light thanks to the Celio group. Indeed, this major player in men's fashion decided to buy the brand and bring it back to life.

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The challenge was significant: give Camaïeu a place of choice in a rapidly changing sector while attracting a new generation. To do this, the brand is obviously rethinking its strategy, in particular by collaborating with influential figures like Léna Situations, one of the most popular influencers of her generation.

Thanks to its fresh and modern tone, she succeeded in revitalizing the image of Camaïeu. Better yet, it manages to create real enthusiasm around this renewal.

The new Camaïeu collection

For this return, Camaïeu is opting for a strategic approach by relying on the Celio store network, making it possible to limit opening costs while reaching a varied clientele. Currently, collections are available in several key cities. Customers can discover them in Lille, Anglet or even in Metz.

In addition, Camaïeu is also banking on pop-up stores in strategic locations like Vélizy or Compiègne. Enough to allow it to attract new customers and test new markets.

This flexibility and proximity reinforce the accessibility of the brand, which could soon open other points of sale if success is confirmed. Celio wants to move forward step by step and not skip steps. The objective is to note whether there is, today, a craze for this new generation Camaïeu.

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Inclusive and affordable fashion

Camaïeu is now aimed at all women, without distinction. The new collection includes pieces available in large sizesan approach that meets the growing expectations of consumers seeking diversity and inclusiveness.

With modern clothing, easy to wear and offered at competitive prices – often around 30 euros – Camaïeu retains its DNA while reinventing itself.

Camaïeu knows full well that many challenges await him. It must be said that the ready-to-wear sector, as a general rule, is still very fragile. Brands must combine the rise of online sales and the demand for ethical and quality products.

Camaïeu’s strategy could bear fruit. That's all we wish for this resilient brand, which has come a long way. This new chapter could therefore not be the last in a still long story.