Our story
Welcome to Fanfreluche Concept, the multi-brand concept store imagined by Éléonore and Damien, nestled in the heart of Aix-en-Provence. Opened in 2024, it is a place dedicated to lovers of beautiful pieces, quality materials, authentic creations, and an elegant lifestyle.
Behind this playful name lies much more than a concept store: a vision of consumption, rooted in materiality, savoir-faire, durability, and a love for beautiful things. Here, every garment, every object, every detail tells a story—that of a creator, an artisan, a commitment, or simply a favorite item.
A shared perspective
Éléonore and Damien both come from the fashion world. She worked in textile design, he in retail and store management. Their complementary expertise now merges to create a selection that is both aesthetic and demanding, where creativity, attention to detail, and quality materials intersect.
At the heart of the boutique, a small glass-enclosed workshop upstairs catches the eye. This is where Éléonore brings her own knitwear brand to life, an artisanal line that has already charmed media such as Vogue France and L'Officiel. She handcrafts unique pieces there—notably her tube dresses with wide colored stripes—designed as a second skin, both graphic, feminine, and timeless.
Visitors can watch her work, hands in the material, focused on her shapes, textures, and hues. A living, poetic, and assertive craft, perfectly embodying the soul of Fanfreluche Concept.
Together, they curate a selection of independent brands, decorative objects, and everyday accessories, all chosen with a keen eye and consistent standards: beautiful materials, impeccable cuts, responsible production.
A refined selection, an inspired atmosphere
At Fanfreluche Concept, nothing is left to chance. The clothing collections for men and women blend emerging designers and established brands, with a preference for those who dare—in cut, color, and intention. You'll find names like Homecore, Edmmond, Justine Clenquet, Popolo, Hay Design, but also more confidential labels, to be discovered as you browse the shelves.
The materials are natural, produced between France, Portugal, Italy, and sometimes from South Korea. All bear the mark of the hand, of time, of quality.
A bookshelf covered with sky-blue zelliges hosts decorative objects, Mediterranean tableware, and limited-edition designer pieces. These carefully chosen elements punctuate the visit and the space with unique touches. They also offer a wealth of gift ideas—original, sometimes unexpected—to celebrate others or simply treat yourself.
Consume less, choose better
Fanfreluche Concept champions slow, conscious, and joyful fashion and lifestyle. Here, quality is prioritized over quantity, meaning over superfluity. We take the time to discuss, discover, and understand what we buy and why we choose it.
Every visit becomes a unique experience. A dress, a t-shirt, or a plate become fragments of an identity we compose, of a daily life we beautify.
Fanfreluche Concept
A concept store with an assertive style, a place for inspiration, run by two passionate individuals, to dress meaningfully, to give just right, or to treat oneself.
At Fanfreluche Concept, every visit is designed as a personalized experience, based on listening, advice, and the pleasure of (re)discovering meaningful pieces.
