The short story...
"The swinging door of the mythical shop lets the eight-year-old girl appear and enter. The imposing shelf of rolls arranged one on top of the other as far as the eye can see does not impress her at all, she knows the place well.
Determined, she climbs the three flights of stairs to the twills, the thick, textured cottons with their characteristic weave.
She passes the red, the grey, the purple and then stops in front of the white ones.
All the rolls are lined up. The girl caresses each one with concentration to make her choice. She is thinking and seems to be totally in her own world.
An amused saleswoman approaches.
"Are you looking for anything in particular?
- Yes. I'm looking to make trousers. I want white but with a specific thickness and texture. I've got it in my head...
- Is it for your doll?
- No, it's for me.
- But is your mum going to help you sew?
- No, she doesn't even know I'm here. I drew the pattern and I know exactly the length I need.
- impressive, tell me ... and do you live in the neighbourhood?
- no, in Versailles.
- but did you come with someone anyway?
- no, by metro, on my own, I had my money, I took my ticket, my mum didn't want to buy me white trousers, so I decided to make them for myself.
....Ten years later.
The amphitheatre of the law school is packed. The students are talking loudly as they take out their things. The professor makes his entrance and places the imposing civil code on the central desk. Silence gradually descends in preparation for his impending speech when, at the back of the room, the wooden swinging door begins to creak.
A teenager enters quietly and walks down the countless steps
s to reach the last free seats in the front row. Strangely, she does not seek discretion and looks to see if she is getting general attention.
Her outfit is peculiar; a bright yellow skirt draped over her hip that covers half the top of a precise dark leather blouse. She looks out of place with the rest of the students; her outfit is a complete contrast to the velvet trousers, crepe soles and colourful turtlenecks of her fellow students.
Some of the participants, who were accomplices at the time, began to knock on their desks regularly to show their approval. Gradually, a rain of sound is heard in the amphitheatre. Everyone validates the outfit.
The amused teacher, obviously used to this kind of staging, waits for the young woman to take her place in the front row and signals to the students to be silent.
"Miss F is here, we can start. Are you comfortable? »
The young woman blushes and approves with a movement of her chin. She seems shy but reassured by the reaction of her favourite audience. She looks at her skirt, satisfied; this model was liked, it is thus a beautiful day which starts.
Time has passed and Beatrice has never lost faith in creation, various adventures have led her to eternally push the reflection on everything that gives women more assurance, strength, glamour, elegance and charisma. In 2003, she launched Lefranc Ferrant and walked the Haute Couture catwalk in Paris.
She likes to say that she wants to dress "those who speak out", those who speak out to present an idea, offer a testimonial, propose an expertise, take up a challenge, find a new job, attract the attention of future collaborators or even... seduce... but always with elegance and sobriety.
Beatrice's career continues, from collaborations to featuring, she dresses the great and the good of this world, public personalities from politics, show business, the media, the cinema, and even makes a collection for men over several seasons. Life is good, Beatrice does what she wants and gains notoriety in the world of couture.
However, one day, a grain of sand gets in the way and an insoluble equation is imposed on her.
As she prepares for an important business trip, her colleague makes a quick phone call to inform her of the schedule.
"...so in 5 days you're going to cover 3 countries, attend a gala, 3 meetings, 2 cocktail parties and a celebrity lunch, the schedule is tight, no time to wait for your bags at the airport so you just take a carry-on".
Beatrice takes her small silver suitcase out of the cupboard, puzzled, then contemplates the various outfits prepared on her bed, "... take the essentials with you, but above all don't forget anything", she says to herself.
Later on in the plane to Rio, Beatrice scribbles on the back of her ticket the famous equation that has been nagging at her since the day before.
She writes:
(wrinkle-free material + combinable + compatible pieces / trainers and boots + glam AND singular look + unique style THEREFORE remarkable) - without - ( the uniform effect / the business outfit aspect / the dull colours of the classic / the invisibility of the basic) ... and above all WITHOUT arousing indifference in a crowd + French Style + being statement + imposing respect = ?
This question mark immediately takes her back to childhood at a very specific moment. That moment was when she was playing with her grandfather "What should we invent? ».
The old man and the little girl used to take turns challenging each other on inventions that could be used to improve everyday life, or even humanity, from the most comical to the most absurd.
Emotional but determined, Béatrice understands at this precise second that her brand UNCOUTURE has just been born "
A graduate of the Chambre Syndicale de la Couture Parisienne, Béatrice Ferrant, fashion designer and businesswoman, has worked for luxury houses such as Revillon, Frédéric Castel (Dior), Jean Patou, Louis Féraud and Balenciaga, and travels the world, driven by a passion for materials, shapes and colours, and by the desire to create clothes for women that reveal them.
In 2003, she founded the Lefranc-Ferrant Couture House to magnify all femininities through curves and volumes, and to develop a human fashion that gives women the confidence they need. The cut is sophisticated, supported, energetic and the lines dynamic, for a look without restraint. For several seasons she has been a guest member of the Parisian Haute Couture sponsored by Alber Elbaz, collaborates with prestigious houses, French Jacques Fath, Ines de la Fressange,...and Asian, and has received numerous awards (Talents de l'Année, Year's designer of ELLE, Paris Capitale de la Création,...). Close to her clients, she advises entire wardrobes for executives according to their agendas and priorities, in her boutique in Saint Germain.
In 2015, she took over the Artistic Direction of Rochas Homme and initiated the Codes.She leads conferences on corporate clothing, "The Path forward" (Accenture), and is a regular speaker at Women's Summits and Forum. In 2020, she launches UNCOUTURE, which combines societal aspirations, the imperatives of sustainability, innovation and couture.
