WWD - Three New Brands Presenting During Paris Fashion Week

She calls it her sixth child. Now that her five children are older — well, the youngest is just emerging from toddlerhood — Prune Goldschmidt is launching her namesake label. It plays with conservative French bourgeois codes, with extra-wide Peter Pan collars, ruffled cuffs, sashes and bows — framing the female figure while offering flashes of skin.

“It’s a story of love, above all,” said the designer, speaking at a showroom space in Paris. Images rolled by on the screen behind her of bored-looking, young French women lounging around in a mansion by the pool, painting, jumping on a bed or stretched out in a claw-footed bathtub, eating pasta — interrupted by the return of Goldschmidt, who flops down on a couch with giant stuffed cats, wiggling her bare feet at the camera. 

“I’ve lived through things — I want to be there for women,” she said, tracing her background designing children’s clothing for Sonia Rykiel, and gaining recognition for jewelry designs before heading to Bordeaux, where she raised her children.


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