Féraud, Louis

B. February 13, 1921

D. February 11, 2000

Birthplace: Arles, France

Awards: Dé d’ Or, 1978, 1984
          Légion d’Honneur

As a young boy growing up in France, Louis Féraud aspired to be a baker; however, he went to school to become an electrician. Ultimately, neither of these fields would prove to be Féraud’s true calling. Féraud moved to Cannes in 1948 to write, paint, and pursue the “good life” after serving in the French underground during World War II. While living in Cannes, Féraud’s interests shifted to fashion design, and in 1953 he met French sex-kitten Brigette Bardot. Féraud designed simple dresses, unlike the sculpted silhouettes of Christian Dior, which captured the spirit of the youth movement embodied by Bardot. In 1955 Féraud officially opened his couture house in Cannes, as well as several boutiques along the French Riveria.

Over the course of his career, Féraud continually diversified his business. In addition to introducing a line of ready-to-wear clothing in 1962, he expanded into the perfume business launching Justine in 1965, Corrida in 1975, and Fer for men in 1982. Féraud held a licensing agreement with Avon from 1980 to 1992 to produce Fantasque, Jour de Féraud/Vivage, Cote d’Azur, and Féraud pour Homme which made him an affordable status symbol for the middle class. Féraud introduced a line of menswear in 1975, which is currently licensed to Gruppo Covarra SA de CV Mexico, and holds licenses for home textiles, accessories, leather goods, and lingerie. Féraud also designed apparel for over eighty films, including many of Bardot’s.

Known as the “man who loves women,” Féraud designs glamorous, luxurious, and seductive clothing without forsaking comfort. The allure of his clothing was never more apparent than in the 1980s when he designed clothing for the television shows Dynasty and Dallas . These two shows were the epitome of 1980s business practices, moral standards, and fashion trends. Women were portrayed as strong and sexy, and the bold, seductive designs of Féraud complemented these roles. In 1987 Féraud’s daughter Dominique (Kiki), who trained at the Ecole de la Chambre Syndicale de la Haute Couture, began making contributions to Féraud’s collections. Féraud retired in 1996 to return to painting and writing and passed on the reins to Kiki, who produced her first full collection in 1997.