De Coeur Et D'Épée is an eco-aware, both volunteer and creative brand. Carnet de Mode meets its designer, Alexandre d'Espois.

By Jeanne Calmet


Tell us a bit about your brand.

Creating is a constant need, as important as breathing, loving and sharing. In my point of view, sharing is where creativity starts. We take inspiration from what we see. We create something we are missing, wishing that other people also miss it. When I thought about the product, my first goal was to allow people who would wear them to express themselves. To give them the feeling of "being". Clothes are a part of who we are, they reflect our state of mind, they are the first thing people catch up with. De Coeur Et D’Épée stands for change while bringing universal values.

How do you feel about today's fashion world? What makes your brand different?

Fashion is not the answer for all the problems that surround us, but it's necessary for designers to size what's happening with our planet and what our responsibilities are, in order to become eco-aware. I'm not Gandhi but I think that nowadays there are so many options and posibilities... We have to take them into account. I'm not saying that I'm doing the whole job, but I try to put the best of me in my artisanal creations and I expect from other people whom I work with to do the same, though we are not fitting into a classical or extreme design pattern. Fashion is a constant renewal.

Where does your love for creation come from?

When I was a child, I spent a lot of time watching my father who also worked in the textile industry. When you're young you keep dreaming, your mind is miles away. I remember I had a dream about Armstrong saying "Shoot for the moon. Even if you miss, you'll land among the stars." Later on I realised that this quote was from Oscar Wilde. These three important characters in my life were all dreamers and artists. Among those three, my favorite one is my father for sure. It's the one I know the best, he's my role model like his own father was for him. I hope to bring my own personnality and sensibility. It's something essential to me.


What was your dream job when you were little?

I've always been fascinated by the sea. I wanted to study marine biology. I will always be attracted to the seabed.

What is your background? What would you advise to people who want to become a designer?

I studied at the school of the Louvres amongst other schools. But that's not the most important. I would advise people to volunteer, be open-minded and determinded. Holding my first design in my hands was something really moving. I'm probably the only one who knows about what I've been through. And it was worth it! So bare in mind to put all your heart into your work and sometimes wield the sword.

To persist, be curious and not forget to feel and live.

What is a regular day at work like?

I'm going to bed quite late and I try to wake up early. My mother often told me "Wake up, the early bird catches the worm." I was then thinking "Good for them, I'm not a part of that world." The guy was called Anatole France. He was quite good at what he was doing! To be more serious, everyday comes with a lot of effort. When you are passionate, you want to excel. I don't have a regular schedule but I spend a lot of time on my computer, on social media, orders... And the rest of the day consists of looking for retailers, so I'm always running. The good part is that I have now a great collection of shoes!

What is your favourite part about being a fashion designer? What is the most difficult part?

I like everything about my job because I'm passionate. The people I meet. The memorable moments, even the hard ones. I have to admit that sometimes I am discouraged when days are exhausting. But then I hit on the road again! The love I have for my job always wins.


Who are your muses?

I find them everywhere. They're in my head, in the street... Museums, beach, montains, music, art, cinema, photography. It can be anything. You just have to keep your eyes open.

What is your fashion obsession?

De Coeur Et D’Epée is my fashion obsession. It's necessary not to be absorbed or get lost. Always stick to your own philosophy. Be yourself. Leave a long lasting track. Bits of life, of hope that once collected will change a bit people's life. It brings colours when everything looks sad and dull.

You're from Paris. Any memorable trip?

I love my city more than anything else. When you grow up in a city like Paris you can enjoy so many things: museums, concerts, architecture, and of course women: probably the beautifulest on earth. Before De Coeur Et D’Épée, I made two trips that deeply changed me. The first one was in San Fransisco. It helped both my mind and body. I walked a lot and discovered a very open-minded place. The second one was in Kenya with Masaïs and Mt. Kilimanjaro. It was a simple way of living. I could feel I was back to the basis of Life. They showed me that "another day was about to come". Hope exists. I will always be grateful to them.

Where would you like to escape?

To Roquebrune Cap Martin. Deep in the sea, sounds seem far away and become unclear. I feel like a child again. The seabed is the only place where everything is different compared to the surface. They're full of things that we often don't try to understand. We study more space than the abbyss, though we are, as the earth, essentially made of water. Interesting, isn't it?


Roquebrune Cap Martin: « l’échappée belle » en construction sortie « imminente » the graphist, her work.

Find all the products on Carnet de Mode


Chaque marque a besoin d'une identité pour s'exprimer clairement sur un marché textile bondé. IL faut naturellement - et ça c'est du marketing - créer une identité qui lui permette ensuite d'attirer sa cible via des leviers, un argumentaire adapté.

Cette marque est à mon sens un objet purement marketing. Son identité est complexe et à destination de cibles qui ne portent qu'un tissu de bonne conscience.

L'équation De Coeur et D'Épée n'a rien de compliqué ; il suffit d'additionner un verbatim à destination d'une cible bien précise (ces nouveaux quartiers "trendy"), un champ lexical lié au BIO et enfin des mots clés très actuel liés à la responsabilité sociétal.
Bref ça n'est qu'un T-shirt comme les autres. Il ne suffit pas de se fendre d'un jargon responsable et ecofriendly pour se différencier. Nombreux sont ceux qui proposent le même type de bien, tout en respectant les valeurs du commerce équitable, et sans une promotion outrancière.
France Call Demand Free 0800 9053 99 You will definitely be at that point asked to get in a memory card amount which is actually 7792442.

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