Weapons of seduction: creative director Augustin de Buffévent on the charisma of Fauré Le Page

Old craft, new vision

Finding a direction for the heritage house was obvious to de Buffévent. “You either create a museum or shake up the archives and reinvent yourself.” Fauré Le Page is armed to answer today’s needs. “I think houses that do not change on a regular basis without respecting their roots are doomed to disappear from the market. This is true of any industry but especially in a business that touches on emotions.”

The house’s rich past informs a present where the brand’s iconic Écailles motif (scale motif) serves as a recognisable signature. The scales originated from engraved motifs on a ceremonial pistol produced by the former house of weaponsmiths. “I love this motif because it’s both a symbol of strength, like armour, and seduction,” de Buffévent says. Inspired by mermaids and dragons, the scales are meant to endow the wearer with confidence as they navigate their lives.

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All Fauré Le Page creations are made in Paris, in the hands of skilled craftsmen of various expertise. “It’s not unlike haute couture—we work with specific craftsmen because each product requires different skills and ways of thinking to construct.”

De Buffévent describes the team’s creative process as “a bit of a mystery” that combines history, emotions, savoir faire and intuition “like a cocktail,” shaken together to produce something distinctive. For example, the maison invested two years developing an embroidery technique of 21,000 stitches per square centimetre to furnish scratch-proof masterpieces.   

The maison manufactures its canvas using a specialised French technique similar to silk printing, utilising screens in a type of serigraphy. “It’s a simple machine, but requires a lot of experience,” he explains. “You must maintain consistent speed, humidity and pressure to get fine results. It’s amazingly difficult.” The result is a stylish canvas with vibrant designs that easily endure daily wear and tear.

Unlike fashion brands driven by seasonal deadlines, Fauré Le Page takes a different approach to product development. “We are not a fashion brand,” de Buffévent emphasises. “We have many ongoing prototypes in the pipeline, but they are only launched when we feel we are ready.” Products are tested extensively, including facing the test of time. “Sometimes it’s love at first sight, but does that love last?”

Devotion in detail

Throughout Fauré Le Page’s collections, military inspirations are reimagined with playful elegance. The Ladies First bag incorporates a barrel clasp and Brandenburg shoulder pad, and takes the shape of a “giberne” or cartridge box like soldiers once carried. “It has no chain and few metallic parts—because when you are a hunter, you don’t want to make a sound.” Meanwhile, the Calibre Gun Pochette adapts its shape from a holster. 

The house’s popular Daily Battle tote also allows personalisation with medals from their Orders of Seduction, offering nine totems celebrating the heroics of great warriors. “Love is such a battle that we all deserve medals,” de Buffévent says. The bag also features subtle references to the lucky numbers seven and 17. It’s a call back to the maison’s founding year of 1717, with the sum of the year adding up to seven. There are 17 holes on each strap, and for every seventh stripe on the Écailles, “Fauré Le Page” or “Paris 1717” appears.

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This attention to detail extends to the brand’s use of colour, which de Buffévent approaches with both technical precision and emotional intuition. The Scale Canvas combines at least four colours, including three greens with yellow accents. “It’s a challenge,” he admits, describing yellow as a technical colour prone to inconsistency. The distinctive yellow or “Ocre de Mars” that gives unity to their collections holds special significance to de Buffévent: “I love this colour because it is the colour of the sun, of joy.”

Leading with balance

As both president and creative director, de Buffévent balances business demands with creative vision through teamwork. “Everything is not coming out of one brain,” he says. “I surround myself with people that have qualities I don’t have. It’s very important to work with people that are more clever than you.”

This collaborative spirit is embedded in the company culture. The creative team gathers in the kitchen of a studio near their Rue Cambon store in Paris. “When you’re invited into a home, you know that you’re really close if you can enter the kitchen,” he explains. “Even at parties, I think kitchens are the best spot to eat, drink and engage in conversations. In order to truly meet people, you need some confidentiality and intimacy.”

Looking ahead, de Buffévent envisions Fauré Le Page continuing to produce enduring pieces while expanding its repertoire. “I will be proud if we have some long-lasting items in your wardrobe. We aim to manufacture long-lasting, chic collections. I’m not going to reveal anymore because seduction is also about the art of surprise.”

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