It all began as an experiment from a small atelier in Milan. By mixing exquisite materials in an artful display of craftsmanship, Jessica Choay created a repertoire of few, distinguished pieces. Soon, her very private but loyal clientele was claiming for more, and 2011 saw the label’s official launch.
“It’s a blend of innocence and malice. That very fine line where elegance meets decadence”, explains the French designer who’s currently represented by stores in London and St Tropez, as well as a number of online retailers.
Each collection embodies the flair for mystery that can be found in Choay’s designs. Despite the chromatic restraint, pieces are tailored to unleash a woman’s most feminine side, even if she wishes to keep it a secret. “No matter how clever the art of seduction may be, it will always require a little subterfuge.” Says Choay, who likes to play with the idea of garments as a second skin.
To achieve this quality of movement, the designer devotes much of her time in search of the finest materials, giving her pieces a distinct sense of refinement.
Born in Paris, Jessica attended the prestigious European Institute Of Design in Milan, where she obtained a degree in Fashion Design. After working for Calvin Klein and Dolce & Gabanna, she embarked on her own journey. Both her collections Tie Me Up and Men On Women have been received with great appraisal, with Choay being frequently described as a designer of the senses.
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