Patrick and Pierre shared with local clients and people interested to know more about the brand, the story of their prestigious design house, the origins of the most popular French textiles and the secret behind the creation of original and beautiful fabrics for over 75 years.
Patrick showcased his company’s modern interpretation of ancient fabrics and took the audience on a journey of discovery of the art of French textile from the Renaissance to the 21st century. Drawing inspiration from a vast digital archive comprising 30,000 images, he explained the evolution of tastes in accordance to the needs and ideals of different historic periods.
Among the various images, particularly fascinating were the large, lavish and imposing fabrics with big stylized flowers and the Chinese-Indian elements that characterized Louis XIV fabrics from the 17th century. During this period, France became a dominant power in Europe, its relations with the Orient increased and the consistent Italian influence in textiles diminished in favor of purely French-made fabrics. The public’s journey through the ages of French textiles continued at the court of Louis XV and Louis XVI, who married famous Marie Antoinette. The queen’s fabrics were mostly decorated with symmetrical trimmings, damasks, flowers, pearls, crystals and animals designed according to the nobler, more realistic and restrained aesthetic of the 18th century. After the revolution, Queen Marie Antoinette’s very logical and simple fabrics were replaced by Napoleon Bonaparte’s stricter, stronger, heavier and more masculine iconography also influenced by Egyptian motives.
After the Restoration (1815-1848) and Second Republic (1848-1851), Napoleon III (1852 - 1871), ruler of the Second French Empire, went back to the style of Marie Antoinette instead of following the steps of his uncle and was influenced by the English textile industry that flourished in the late 19th century.
Another fascinating period, highlighted by Patrick during his lecture, is the second half of the 20th century when the culture revolution and spirit of freedom, deriving from an incredible development of technology and globalization, provoked a total break with the past. “I remember coming back from America at the age of 22 with plenty of ideas and deciding to do a print of the moon after the first man went there. Since 1971, the print is still part of our collection,” said Patrick.
Placed within a 16th century building in the middle of Paris, Patrick’s company cultivates and spreads the French “savoir faire” and elegance designing and manufacturing fabrics, carpets, furniture, wallpapers and accessories for the home since 1935. The company employs about 300 people and exports 70 percent of the business all around the world, producing 45 to 50 million a year.
The family’s rich collection comprises no less than 7,000 items including those of three other prestigious brands that Patrick acquired during the past 20 years: the old, sophisticated and graceful Maison Braquenié founded in 1824; the Italian luxury, rich and silky Fadini Borghi brand, which was incorporated seven years ago and founded in 1947; and the young, inexpensive and colorful Boussac brand.
Fond of design, Patrick’s father started to collect pictures of old fabrics, carpets and wallpapers before and after starting the family business in 1935. Since 2003, the family decided to gather in Paris all the images at its disposal, including designs from the company’s four brands and selections of rare pieces acquired from antique dealers, giving birth to a remarkable collection of archives at the disposal of professionals all over the world. The archives represent an important source of inspiration for Patrick who reinterprets them to create modern interiors.
“These documents are our roots. Heritage and capacity to observe are essential to enhance one’s creativity. I had the luck of being raised by a mother and father who handed down to me a considerable heritage and the ability of finding inspiration in everything from sunshine to the proportion of a door,” said Patrick.
Unlike the fashion industry that can rely on continuous fashion shows to spread its brands all over the world, fabric designs aren’t much advertised. According to Patrick, most people who have fabrics in their homes don’t even know where they come from, how they were created and who is behind the fabric.
The art director has many Saudi customers comprising mostly architects, designers and hotel managers and considers the Saudi market a very promising one. However, competition is hard as very cheap fabrics can be found anywhere. Thus, holding lectures on the history of the brand represents to him a means to share beauty and passion but also a marketing strategy.
When the founder of Pierre Frey brand decided to create pure French fabrics in the early 20th century, his business was very small and he could afford not more than four employees. Only son Patrick took over the family business in 1976 after the company grew under his father. That same year, the company joined the prestigious and unique “Comité Colbert,” an association founded in 1954 by Jean-Jacques Guerlain, currently grouping 75 luxury houses eager to protect and promote French luxury products. The Committee takes its name from Jean-Baptiste Colbert (1619-1683), the French prime minister who carried out a program of protectionism and economic reconstruction during the 17th century.
Today, Patrick is proud to have all his sons, Pierre, Vincent and Matthieu, in the family business. Pierre, the eldest, takes care of communication and style; Vincent is the general manager and Matthieu manages the company’s branches in Asia.
