Figue: Behind The Brand

Bohemian. Boho-luxe. Nomadic. All of these words have been gaining traction the past several years as this branch of fashion increases in popularity – seemingly reaching a culmination point in 2016, if runways and storefronts are anything to go by. It’s evident that as the world grows increasingly connected, the appeal of capturing the life of a jet-setter in one’s personal style is more and more sought-after. Everyone wants a piece of the boho pie – but how does one do this authentically?

Enter the actual nomads. Launched in October 2012 by Stephanie von Watzdorfgrowing lifestyle brand Figue fuses luxury fashion with a bohemian lifestyle - a natural extension of the designer’s personal style and passion for travel. With a global gypset ‘gypsy-meets-jet-set’ spirit, the luxury brand’s one-of-a-kind items recreate the special experience of finding unique treasures on one’s travels. It's safe to say we all get pleasure from having an exotic answer to "where did you get that"?

  Figue founder Stephanie von Watzdorf

Figue founder Stephanie von Watzdorf

Being the perfect ambassador to her own brand, Stephanie’s signature bohemian aesthetic was organically cultivated. Stephanie was born in France to a French-German father and Russian mother. Her father was an art dealer and her mother a ballerina, the daughter of Léonide Massine, a leading dancer and choreographer in the Ballets Russes, who counted Picasso among his circle of creative friends.

Stephanie lived with her mother in New York during the school year, and then spent her summers in Europe, particularly the Isola dei Galli, an Italian island off the Amalfi coast between Positano and Capri, which later inspired the name of the Figue brand – the smell and taste of the figs from the fig trees on the island bring back fond memories of the designer’s time spent in the Mediterranean.

  Isola dei Galli, Italy

Isola dei Galli, Italy

Stephanie also boasts some serious fashion cred. After studying at Parsons in New York, where she was awarded the prestigious Golden Thimble award by Calvin Klein, she spent her formative fashion years as an intern, first in London with couturier Victor Edelstein and then at Yves Saint Laurent in Paris. Later, she took her talent to Giorgio Armani in Milan, Ann Taylor and then to Ralph Lauren, before joining Tory Burch in 2004 as vice president of design. Stephanie spent over seven years at the American lifestyle brand before founding Figue.

  Figue Resort '17 at Moda Operandi

Figue Resort '17 at Moda Operandi

Cultivating local crafts is also a subject close to Stephanie’s heart, hence the brand celebrates artisans and their time-honoured traditions. Figue is also a season-less brand, a lifestyle line that rather than following the traditional fashion calendar, promotes a more perennial approach to our wardrobes. This forward-thinking philosophy is one that the fashion industry in general is now increasingly looking to embrace. “I wanted to create a lifestyle line that did not follow the usual fashion calendar and rules — a line that would be considered season-less, easy and bohemian-spirited. For example, anything you buy from Figue in the spring season can be worn in the fall with layers” she told Forbes.com.

As one would expect, the Resort 2017 collection stays true to the brand’s ‘gypsy-meets-jet-set’ spirit, with plenty of colorful kaftans, embroidered dresses and tactile totes to satisfy Figue’s loyal band of like-minded customers.

Pieces from Figue’s Resort 2017 collection are currently available to pre-order from Moda Operandi here.