Interview: Marie Pidancet, Founder of Louise Misha, On the Poetry of Everyday Life

Interview by Jesse Scott 

Louise Misha, a family-oriented and socially responsible Parisian brand founded in 2012, recently launched a fall collection entitled “La tête dans les nuages” (head in the clouds). The collection has a profoundly personal meaning for founder and designer Marie Pidancet, who is most definitely a dreamer. Yet even as she translates a poetic fantasy into children’s and womenswear, her philosophies remain grounded and her designs attuned to the current flashpoint.

Louise Misha is a brand by women for women: ever-conscientious and blessed with a broad worldview, Pidancet has created what she affectionately refers to as a sorority of curiosity and craftsmanship. Drawing inspiration from her international travels, modern art, and her own childhood, Pidancet curates an eclectic bohemian chic style with a focus on craftsmanship and environmental responsibility.  Her star is on the rise, and whether it be related to her designs or the causes she supports, she has her eye firmly on the future. Rain Magazine caught up with Pidancet during Paris Fashion Week to talk about her creative inspirations, her unique niche within the French fashion industry, and how she transcends boundaries of personal and professional to cultivate an inclusive Louise Misha family.

Read the interview below.

You recently launched your “La tête dans les nuages” (head in the clouds) collection with the slogan “Life is poetry.” What does this phrase mean to you and how is it reflected by the collection?

For the Fall-Winter 2024 collection, I wanted to add poetry into our daily life. Our photoshoots are very creative, with odd details or unexpected accessories in the background. My references come from literature and the Dada movement. My grandfather was an artist and he was very close to this artistic movement. I grew up in his house, surrounded by its poems. This heritage means a lot for me—looking for the beauty in every detail, every day, and keeping my ‘child's eye.’ This way of life allows me to freely design clothes which are creative, oneiric and emotional. This season, we have put together exceptional embroideries, theatrical volumes, incongruous colors in order to provoke emotions and surprises.

How would you describe the core values of Louise Misha? And what initially inspired you to enter the fashion industry? 

Louise Misha's core values are sorority, curiosity and craftsmanship. First, it's a brand for women and designed by women. The whole team is mainly composed of women which is something very rare. 

Second, traveling is something which is in the center of my life; I always let my curiosity guide me. I love discovering new, bold, unique and unexpected sources of inspiration. We can find all these inspirations in my collections. In a general way, I love mixing inspirations from different countries, cultures, and historical periods.

Third, craftsmanship is something crucial for me. India is my favorite destination, and I recently designed a collection dedicated to the Indian savoir-faire with the ‘Saheli workshop’ located there. Each piece has so many details made by hand: embroideries, lace, sewing. All the prints are designed by me; mixing colors and prints that we didn't expect together is something that I truly love. I try to use clothes to share positive vibes with our community.

Louise Misha is a family brand in every sense of the term. Could you speak on the importance of women supporting women and how this value is reflected in your Louise Misha community?

The brand celebrates all women, whatever their way of expressing their femininity, whatever their life choices. I am really proud of my team because there is no competition at all; women are supporting women, and we are very happy to build the brand all together. The company is built on a human scale, close-knit, with a caring and supportive spirit. I also love sharing my daily life on my Instagram account (@marie.pidancet). My private life merges into my professional life; there is no barrier and a lot of transparency.

Can you talk about your transition from designing solely children’s wear to adding a women’s wear collection? What inspired you to move into the women’s wear market? 

Five years ago, we decided to design a women’s collection because more and more mothers wanted to have their own clothes with a bohemian touch. Things that they loved for their kids, they wanted to have for themselves: beautiful fabrics, embroideries, laces, bright colors, and floral prints. In France, women’s collections tend to be very minimalist, with monochrome colors and simple shapes. I wanted to give creativity to our community. Today more and more women without kids are discovering the brand.

What’s next for Louise Misha as it moves further into its second decade? For you, what are the most important considerations in thinking about the future of fashion?

We would love to open our first flagship in Paris next year; it would be amazing to have all the aesthetic of the brand condensed in our own space. As we have different lines (women’s, kids, and home), I know that this shop would be really visual and striking. We are also committed to tomorrow's world: helping to preserve precious yet often forgotten know-how, participating in the local development of the countries with which we work, respecting and supporting the people involved, and developing new alternatives to reduce our environmental impact.