Parisian fashion label Louise Misha, celebrated for its chic bohemian aesthetic, has appointed Camille Chardon—formerly the press relations director at Polène—as its new brand director. Chardon will now steer the strategic direction of the label alongside founder Marie Pidancet.

After earning degrees in fashion design and product management in 2013, Chardon embarked on her career as a press attaché, managing fashion accounts at several prestigious Parisian PR agencies, including Lizzy Studnia, Catherine Miran, and Zmirov Communication. Her expertise in cultivating relationships with journalists and influencers quickly distinguished her in the competitive realm of fashion communications.

From leather goods to bohemian fashion

In June 2017, Chardon joined Polène—a burgeoning leather goods brand founded the previous year by Elsa Mothay and her brothers, Mathieu and Antoine. Over seven years, Chardon played a pivotal role in managing press relations and influencer outreach, coordinating a team of 12 and contributing significantly to the company’s rapid growth and recent change in ownership.

Now, as she transitions to Louise Misha, Chardon brings a wealth of experience in brand development and strategic communications. She will co-lead the strategy of this boutique enterprise, which comprises 45 employees and has recently relocated its headquarters from Villa Riberolle in Paris’ 20th arrondissement to an elegant private mansion near the Montreuil town hall in Seine-Saint-Denis.

“For me, it’s a return to my roots and to the essence of fashion,” remarked the 35-year-old executive. “I was eager to embrace new products and rediscover the rhythm of collections and trade shows. I genuinely wish to highlight this beautiful brand that I admire so much, with its comprehensive universe spanning women’s and children’s fashion as well as home décor. Louise Misha embodies a somewhat nomadic, vibrantly colorful spirit that blends travel and poetry, always infused with charming vintage details,” Chardon explained.

Founded 12 years ago, initially focusing on the children’s fashion niche, Louise Misha has progressively expanded its collections. In 2016, the brand introduced a women’s line, followed by a home décor offering that includes lifestyle products such as cozy bedding sets and Liberty-print fabric storage boxes. Last year, the brand surpassed €10 million in revenue.

Embracing its bohemian essence, Louise Misha distributes its hand-smocked dresses, loose-fitting floral blouses, and embroidered midnight-blue velvet jackets through a network of 450 retailers across 34 countries. Its strongest markets include France, the United States, and South Korea. Notably, wholesale operations account for 70% of its business, with exports also representing 70% of total sales.

In November, the Parisian label is set to unveil its revamped website, designed to offer a more “streamlined, intuitive, and coherent” user experience, thereby enhancing customer engagement. In the digital sphere—a significant growth driver for the brand—the average online shopping cart amounts to €170. Looking ahead to the end of the year, Chardon announced plans for “a Christmas collaboration.” Additionally, the brand is expanding its beauty range, which began in spring 2023 with the launch of its first perfume featuring notes of cinnamon and hints of patchouli.