NEW YORK — A slice of new French fashion is being exported to the American scene.
Three French contemporary labels — Lolita, Amnesia and Charme — are now represented in New York by Davido, a new company housed at 525 Seventh Avenue.
Liza Nematnejad, a graduate of the Fashion Institute of Technology who worked at La Perla and other firms, is heading up the new venture along with her uncle, David Yaghoubi, and the company plans to begin its first shipments for spring.
The French fashions include body-conscious styles such as fitted denim and twill, stretch Lycra spandex tops and low-waist bottoms. Other key looks include cropped tank tops and camouflage tops, black and white motifs, updated takes on animal prints and gold and silver painted jeans. Most of the pieces have embellishments such as slits on the pants, gold piping and painted fabrics.
“We are offering trendier items, which is what I love about French fashion,” said Nematnejad. “What’s going on in Europe is often faster than what is happening here.”
With wholesale prices of $35 to $90, the lines are being targeted to specialty and department stores, Nematnejad said, and she also plans to add additional French contemporary labels, as well as her own signature line down the road.