Malaysia
South Korea
Forerunners of the “yé-yé” style in the early 60’s, Maurice and Michel Renoma became the favourite designers of show business celebrities and young people thirsting for innovation. Their creations caused a sensation: they launched a “Made in India” collection using silk, satin and mirror fabric. Renoma suits revolutionized fashion –which was rather austere at the time: very tight fitted, with large (28 cm) slits in the back. The colourful collections came in several themes and were made of linen and soft materials with a flawless fit. From London to Los Angeles and Rome, Renoma phenomenon exploded.
It shook up the fashion standards and broke new ground with the flared trousers, military cloth blazers, fitted shirts often cut in furnishing fabrics and the first ladies suit in a men’s version.
On October 23rd, 1963, Renoma store opened its doors at 129 bis rue de la Pompe in Paris under the mythical name of “White House”. The Golf Drouot and Drugstore Gangs – amongst others – took hold of Renoma style, their parents followed the bold move, then came the celebrities from the show-business and the artistic and political worlds, who succumbed to the cheeky and non-conformist culture conveyed by the brand. At Renoma store, you could bump into Picasso, Dali, Francis Blanche, Jean- Paul Belmondo, Brigitte Bardot, Catherine Deneuve, Jean Seberg, Eric Clapton, Elton John, Serge Gainsbourg, Bob Dylan or The Beatles, The Doors and The Rolling Stones. It was also the emblem of “Parisian Chic” that you sought in the store which offered a wide range of high-end items (spectacles and sunglasses, shoes, belts, bags and luggage). Constantly evolving, Renoma launched its famous Multi-pocket reporter jacket in 1979.
Maurice Renoma did not hesitate to divert objects that he turned into works of art. He created a line of furniture extoling humour, derision and a certain lightness which is not deprived of thinking. For the first time, Mythologies line offered Louis XV-XVI Style furniture (armchairs, chairs, sofas…) on which hybrid creatures, wearing suits or naked, half-human, half-animal, were printed.
Today, the store atmosphere is still dedicated to the art of photography. In the early 1990’s, Maurice Renoma developed a passion for another means of expression: image. He made the visuals of his advertising campaigns himself. Between fashion and photography, he did “fashionography”. The concept - a complete fabrication – was just like its creator and gave birth to a book “renoma…maurice: modographe” recounting his story. Since the 1990’s, Maurice Renoma has had this wish to share his love for photography.
He uses photography to extol the female body: with his first model he drew his inspiration from Greek statues. The sensual aspect is highlighted and Maurice Renoma perfectly justifies it with the use of black and white which gives a natural contrast to his pictures. Every features, faces, movements and looks express this eroticism that we can find in his photos. Through his captures of life, he enriched his professional and personal experience. He has a view of life that we can feel through his fashion. He photographs the beauty of the moment in a true declaration of love to the present. Maurice Renoma took a growing interest in artistic creation. Still today, he works in partnership with other photographers and it is the newness in it that motivates him.
Maurice Renoma got used to travel a lot: 50 years later, his brand is present all over the world. He multiplied his partnerships abroad and laid the foundations of his Japanese empire in Tokyo, then moving to Korea and Singapore. Renoma sales points and corner shops amount to 2000 around the world. Today, Renoma is one of the top five French brands in Asia and remains a leading player in the French fashion industry.
