Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Maison 123

Maison 123 is a French women's ready-to-wear brand emphasizing timeless elegance and feminine silhouettes. Its aesthetic blends professional tailoring with casual sophistication, catering to a modern urban subculture. The brand prioritizes ethical production and sustainable materials, reflecting a commitment to environmental responsibility and durable craftsmanship.

History

Established in 1983 as 1.2.3 by the Etam Group, the brand was created to offer high-end ready-to-wear accessible to a broader market. It rebranded to Maison 123 in 2019 to signal a shift toward premium quality and ecological transparency. Historically, it played a role in democratizing French chic, transitioning from traditional retail structures to a model focused on corporate social responsibility and the use of recycled fibers in contemporary fashion.
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