02 INTRO

08 EDITOR'S LETTER

12 PERSONAL ARCHIVES
Creative Clues Discovered in the Private Workspaces of Christophe Lemaire and Sarah-Linh Tran

20 IN MARAIS
Lemaire's offices are nestled in the historic Marais district of Paris.

24 SMALL TALK
Arc'teryx user style that shows its own unique style while working in various fields

32 INTERVIEW: CHRISTOPHE LEMAIRE & SARAH-LINH TRAN
Christophe Lemaire and Sarah-Linh Tran, co-creative directors of Lemaire

38 ON-SITE WORKSHOP
The 'in-house' atelier, the focal point of Lemaire's design world

42 LEMAIRE WARDROBE
Lemaire's unique style as seen through essential items such as shirts, jackets, and overcoats.

48 UNDERSTATEMENT
Sophisticated design grammar that can be seen in color, material, silhouette, and details

58 OPINION: ANJA ARONOWSKY CRONBERG
Fashion columnist Anya Aronofsky says Lemaire provides physical and mental comfort through clothing.
Kronberg

64 DEFINITE
Lemaire's users have formed their own perspectives without comparing themselves to others.

88 AT THE BOUTIQUE
A boutique that fully reflects Lemaire's comfortable and tranquil colors.

92 CRAFT PARTNERS
Lemaire has expanded its aesthetic worldview through unique partnerships with artists and artisans.

102 OPINION: SONYA DYAKOVA
Lemaire's charm lies in its ability to combine cultural elements within the frame of fashion to create a unique story.
Graphic designer Sonia Diakova

108 IN THE COLLECTIONS
Lemaire's collection left a deep impression through collaborations with external creators.

122 INDIVIDUALS
The faces of the colorful characters encountered on the stage of Lemaire's collection

128 ESSAY
Thoughts on Lemaire's diverse charm, which is everyday wear but not lost in the everyday.

131 AN OPTICAL POEM
Lemaire's 'Colorama': Light and Shadow, Intertwined with Nature

140 BRAND STORY
Lemaire's growth story, focusing on creating style rather than fashion.

150 INSPIRATIONS
The design duo of Lemaire draws inspiration from diverse fields including music, film, books, and architecture.

155 OUTRO

This is the 90th issue of the magazine 《B》.

I like to spend time quietly and focused on choosing clothes in a small boutique, without being overly welcoming or wary.
It's like slowly browsing through books in a small bookstore in your neighborhood.
While the e-commerce market is expanding, and online shopping delivery and service are improving to the point where it couldn't be more convenient, I believe that you have to see and touch a good piece of clothing in person to truly appreciate it.
So, here we can ask the question about the definition of good clothes.
The criteria for evaluating good clothing are bound to change with the times and environment, but personally, I consider good clothing to be clothing that shows a serious attitude toward the basic elements that make up clothing and deals with details in a subtle way.
It's true that the fashion industry's recent success story is that clothes are overshadowed by marketing using entertainment, and brands reign supreme over clothes. So, I'm more drawn to creators who approach clothes in a thoughtful way.
It's similar to how I secretly give a positive evaluation to a dish that perfectly brings out the inherent qualities of the ingredients rather than the chef's reputation.

I remember feeling a similar kind of affection when I first encountered the French fashion brand Lemaire.
Clothes that clearly reveal the brand's stance in terms of color, material, silhouette, and details, clothes that bring out their true value when worn, clothes that once you get used to them, you will continue to fill your wardrobe with them.
The characteristics of Lemaire's clothing are often described with keywords such as minimalism or normcore, but I think 'everyday wear' is one of the words that best conveys what Lemaire aims for.
Lemaire's everyday wear is far from being about reasonable prices, fast release cycles, and colorless, odorless characters with no individuality or identity.
While fashion trends have often equated everyday wear with low-quality clothing, Lemaire demonstrates that everyday wear is a flexible form of expression of the inherent potential of clothing.


Christophe Lemaire, founder and co-creative director of Lemaire, says he designs clothes based on “everyday movements” and that “what matters is how the clothes make the person wearing them feel in their daily lives.”
For this reason, Lemaire's clothes are sometimes said to be closer to cinema than fantasy.
In summary, the clothes that Lemaire pursues can be said to be very urban.
Most city dwellers want to blend in naturally with the places and spaces they inhabit, and Lemaire clothing does exactly that.
Whether it's a morning in Paris, France, a night in Seoul, Korea, a lush outdoor park, or a restaurant filled with modern furniture, it settles in naturally like someone's skin.


Looking back, we tend to be more drawn to clothes that harmonize with the space people live in than to clothes that hang like murals in museums or art galleries.
Because a piece of clothing is given life only when it is connected to the wearer's language, gestures, and attitude.
In other words, observing someone's clothing and being curious about it is an important clue to getting to know that person.
In this way, ‘private clothing’ contains more language and nuance than we might think.
Good clothes will enrich that nuance even more.
This is the part that I found most interesting while preparing for the first issue of the new year, the Lemaire.
I hope that readers will also be able to develop richer stories about clothes and the nuances they contain after reading this book.