Jules et Jim
spring 2009


What makes a woman beautiful?

The Austrian design label Jules et Jim (founded 2006 by Lea Eva Maria Millesi) has released in April 2009 a press information with the title "JULES ET JIM by Millesi - as sexy as spring can".

The press release is witty! It is written like an advertising text of the label's own webshop where you can find shirts, capes...; but you have to read the text close and you will find a reason to request more information:

"... JULES ET JIM is best known for its exclusive design and manufacture. The idea was to create an ageless, stylish and comfortable line which is designed to make every woman even more beautiful. ..."

Question: What makes a woman beautiful? Please list some values of inner/outer beauty.

Jules et Jim: "Outer beauty depends on various facts such as the way you behave, act and dress - the way you present yourself to others and are noticed by the world. Fashion can certainly support how you appear to your vis-à-vis. Inner beauty relies on self confidence and the entire sensation of your body."

The answer of Jules et Jim makes clear that the definition of inner and outer beauty is a work in progress. Everybody is invited to enrich the discussion. Perhaps you should begin to define what is in and out; but please don't start a bugging and indiscriminate "In or Out" list or define the only perfect body such as it is the trivial theme of the 'boulevard'-press. Because why reducing the bodies and minds of so many different beauties if men/women have various different tastes?

Question: What was the idea behind your logo and the label's name Jules et Jim?

Jules et Jim: "The reason why the label is called JULES ET JIM is partly because of the movie - I liked the idea of the menage a trois - in the partly innocent and partly very guilty way. If you think of JULES ET JIM (the movie) you get the impression of an entire era and way of living - thats exactly what JULES ET JIM (the label) wants to give to its clients."

(Please check out the video below for more information about the movie "Jules et Jim".)

"The logo was designed in this classic style in order to make women think of kittenish, cute and unworried days without forgetting the glamour and sexiness."

Jules et Jim launched its first collection “Fashionita’s Secrets” in 2007. The last two collections were designed for the cosmopolitan woman who mixes sex appeal and comfort www.jules-jim.com.


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