“I fantasize about seeing a man wearing Vero!”

Diversity and inclusion in all their forms, these are the two keywords that guided Véronique Cloutier and her team in the development of new clothing collections for the host.

Officially yes, the Marie Claire Group, which has been selling exclusively the Véro brand since last Thursday, has four retail chains (Marie-Claire, San Francisco, Claire France and Grenier) that are mainly aimed at women.

But Véronique Cloutier insists: her blouses, tank tops, dresses, pants and other playsuits are really designed for everyone. And she hopes it will benefit as many people as possible.

“I like to say that we are not gender specific, Véro underlines in an interview with Subway† We live in a time where people can dress the way they want. I fantasize to see a man wearing Vero!”

The variety of the Véro range from Véronique Cloutier is also reflected in the sizes available. All items in the range sold at Marie-Claire, San Francisco and Grenier are also available at Claire France, which specializes in plus size clothing. Claire France also offers a new dress cut in a 14-year-old model, with a budget cut.

“We want everyone to be able to wear the same clothes, regardless of body shape, age, clothing style and even gender,” reiterates Véronique Cloutier.

Véronique Cloutier searches some pieces from her Véro collections by Véronique Cloutier
Credit: Josie Desmarais/Metro

Classic, trendy or casual

Vero can therefore say that mission has been accomplished. After two years of work – delayed of course by the pandemic and the closure of stores and factories – the new gifts are finally available on the shelves and on the shelves of the Marie Claire Group’s 300 addresses in Quebec, New Brunswick and Ontario. We recommend simplicity and comfort in tone, with timeless shades.

We remember who will take over another crazy game next winter, Zenith, at ICI Télé, had previously broken into the fashion market with wardrobes tailored to her image at L’Aubainerie, from 2010 to 2019. Her clothing line then reached a very wide range, especially with catalogs for children called Grande Daughter and Son . Véro’s association with L’Aubainerie ended in 2019.

Wanting to relaunch the project elsewhere, the muse was seduced by the family history of Groupe Marie Claire, founded in Saint-Hyacinthe in 1965 by the Lafrance clan, which has passed on the torch from generation to generation. On the design side, Véronique Cloutier again teams up with her accomplice Chloé Mérineau, creative director of Véro by Véronique Cloutier, and her stylist Chanelle Riopel to lead this renewed adventure.

In order to reach the widest possible clientele, Véro’s pieces by Véronique Cloutier are adapted to the establishment where they are offered. The design is classic at Marie-Claire, trendy at San Francisco and casual at Grenier.

“Every collection has its DNA, the star specifies. Of course they look alike, they fit together. There is continuity, but every banner has its target customer.”

Personal experience

The price range of Véro par Véronique Cloutier is the same as that for all articles of all Groupe Marie Claire branches (ranging from about $25 for a camisole to $199 for a jacket). Some will be startled; Véro is aware of this and goes to it with precision:

I get this question a lot on social media. People often ask me if the clothes will cost the same as the Vero before. The answer is no, because they are not the same outlets. The experience is different. We are now in boutiques, with personalized service and advice. We used to be in the volume and the large surface area; now we are in a different range, in a personal approach. Some people may be destabilized by it, but they will gain in beauty and quality.

Véronique Cloutier and her closest guard still have ideas for the furnishing of Véro’s wardrobes by Véronique Cloutier. Ultimately, the latter aims to launch a range of “soft” clothing, which has grown in popularity over the past two years.

In the current, economically unstable context, is the period favorable for the inauguration of a trendy product such as that of Véronique Cloutier?

“People are starting to go out again, go to work in the office, go shopping. At the same time, it is a time when everything is expensive. Inflation is at an all-time high and it’s tough on all retailers and all areas. But I think we want to get dressed again, do good and take care of ourselves again,” analyzes the main interested.

For more information on Véronique Cloutier’s Véro collections, consult the Véronique Cloutier website or visit the Marie Claire Group sales outlets.

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