REPETTO: A TRUE PARISIAN STORY, RELATED BY SYLVIE SIGURET

The story of the well-known brand Repetto is an amazing tale…. But first and foremost, it’s the story of a free and modern woman Rose Repetto, an entrepreneur before her time. A woman of passion who believed in her lucky star. Flashback to a French success story!

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The legend…

Once upon the time, there was a little boy who wanted to be a classical ballet dancer (Roland Petit). Each time, he came home from his classic courses (dance classes), his feet were bloody and sore.

His mother, Rose Repetto, a talented seamstress native of Italy, decided to design a special ballet shoe, more comfortable and softer. Her idea: the technique ‘cousu -retourné’ where the sole is sewn and turned inside out afterwards. This avoided thethumb 9447 default cms listing small seams rubbing the skin. 

image002That was the birth of the now mythical French brand. This genius discovery (1947) was an instant success among the dancers of the classic school.

Yet, she decided to quit her job and open a little workshop near l’Opéra de Paris where she sold these special ballet shoes (1959). Béjart, Noureev and les Folies Bergères, all the shining stars of the era shared the famous address at 22 Rue de la Paix. Thanks to this technical breakthrough, these famous shoes became an essential and Repetto became an official outfitter for the biggest names in dance. 

The story would have stopped if a lucky star hadn’t been shining above Rose’s head!

A few years later, in 1956, Brigitte Bardot, a gorgeous French model and actress, asked Rose Repetto to create a pair of shoes suited for everyday wear, comfortable but glamorous.

The Cinderella ballerina shoe was born and an immediate triumph thanks to the legendary film, ‘And God created woman’ where BB wore the famous red pair ! This eventually raised the Repetto ballet flats to cult status.

In the swinging 70s, it was Gainsbourg who fell in love with the classic Zizi style (originally made for the dancer Zizi Jeanmaire), the famous white shoes he never left home without which he wore barefoot - a style choice that saw him become a brand ambassador.

 43140816 2057681384282558 1972931379612090368 nThe story goes on….

After the passing of Rose Repetto in 1984, the family business was handed over to her son.  The brand was given a new lease of life in 1999 by Jean-Marc Gaucher (former Reebok France CEO). This 

13051630 1131499813567391 6048621059095840897 nbusinessman worked for many years to re-launch the brand. Profoundly rooted in French craftsmanship, the ballerina and derby brand metamorphosed. Working on collaboration projects with designers (Issey Miyake, Yohji Yamamoto, Comme des Garçons…) and limited editions, the brand was brought back into the limelight with a new allure. 

The name Repetto is now associated with dance apparel as well as shoes. The collections are all made in France, composed of ballerinas, ankle boots, moccasins, pumps etc., and a children's collection…

 

All creations are still inspired by all types of dance.

In 2012, Repetto launched its first collection of ready to wear. Inspired by traditional ballet designs, each season offers a range of light and bright silhouettes that pay tribute to the tutu, elegant wrap fronted wool cardigans for warming up in winter and transparent skirts that evoke the subtle and delicate nature of ballet. 

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The key to success is diversification :  2011, a new collection of bags and in 2013, the launching of a perfume.

 And now…

14708346 1259163777467660 7562004079642656119 nRepetto have around 50 stores worldwide. 60% of the sales are generated by exports. 

Around 500.000 units of the ballerina are produced each year. The shoes have recently been available for sale in the USA. 

To maintain the brand “savoir-faire”, an academy in France has been opened to teach leathercraft and the art of making an entire ‘cousu -retourné’ ballerina shoe in accordance with the know-how of Rose Repetto.

Also, Repetto have created the foundation “Danse pour la vie” to provide support, all over the world, to dance schools which encourage the reintegration of children through artistic expression.

And the story is not finished….

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Copiright all the photo @Repetto

Charlotte - Style & fashion

Bonsoir, my name is Charlotte. My mother, ex-model for Saint-Laurent, is American but I’ve lived in Paris since I was 4 years old. Since my mother was often abroad for fashion shows, my French grandmother, a dressmaker for Chanel, taught me the way to become a real Parisian. Today, I’m a wedding-planner and my husband directs a famous fashion magazine. I don’t have to tell you that I have a front seat at all of the fashion shows and I’ve developed a good general culture about fashion. Although I’m the personal shopper for my friends, my strong points are marriage and elegance.

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