Zef

Zef, trilogy new smart: A universe, a trilogy: poetry, elitism, classicism in 3 letters.

Poetry, elitism: we could believe both paradoxical terms. They nevertheless a part of Mariu de Andreis’s universe, zef’s creator. Handle the paradoxes, what could be more normal for somebody who likes the contrasts and chose to name her brand of a simple and clear tone? “A word neither feminine nor male, without childish connotation. A graphic word.” Which rings as a blow of wind or magic wand and remind the pure line and the spirit of its cloakroom: very classic but raised by colored printed matters.

“I am not the fashion. I think at first of something beautiful then I adapt it to the universe of the child. My forms are timeless. I bring some novelties on classic bases. I always liked institutional brands as Burberry, Old England, the real basics items which have a history and a quality.”

Fed by the same traditional codes, the same quality and the same concern of finishes, the brand imposes its success and its classicism from another place: a vest in sheep of Béarn will be doubled by Indian fabrics or of Liberty, a vest designed in rabbit, slippers not simply woolen, but woolen of Nepal, side by side small cowboy boots in soles of crèpe,… poetry connected to the souvenir of colors and materials of her native Italy that Mariu de Andreis leave at the age of 2 and a half for Paris, where she’ll grow up. Elitism because of this unmistakably urban, even Parisian touch in its appreciated collections “Rive Gauche”(Rue des Saints-Pères) as “Rive Droite” (Rue de Richelieu).
It is exactly there, in this district close to the Place des victoires and now surrounded by a lot of creators that everything begins for the young creator: where she settles in 2003 her first clothing line of children.