Founded in 2010 by Nathalie Jourdain, Cœur de loup is a Quebec company specializing in the local design of chic, comfortable and timeless clothing. A company concerned about its customers, Cœur de loup advocates fashion that promotes body diversity and self-acceptance through unique, authentic and accessible creations.
Biography
Nathalie Jourdain created Cœur de loup while the desire to be an entrepreneur, to work on her own account has always been in her. Ten years ago, the company was born with the objective of offering local fashion, made in Quebec and financially accessible. Like any entrepreneurial approach, it was not a paved road, but she radiates through her sublime clothes and all the values that guide her path. These include body diversity and self-love, local purchasing and proximity, as well as environmental protection and waste reduction. The Cœur de loup clothing line is inspired by the experience of its creator, the clientele of the workshop-boutique and the online store, as well as the many textiles and colors that pass through the hands of the artist. .
The heart of the business
The ultimate values within the creative process of Cœur de loup are body diversity and self-love. The company seeks to promote a healthier self-esteem that breaks free from the constraints and standards imposed by a part of society obsessed with appearance. There is a search for debunking the standard size lie that, in fact, does not exist; bodies cannot be standardized and their variety makes them valuable.
As some of the company's products put it so well: “Warning! Your reflection could be distorted by the standards of beauty conveyed by our society. »
The company promotes made-to-measure products at the same price as products designed according to measurement charters; it is a question of fairness, no one should be or feel excluded or discriminated against because of their appearance. This vision of the designer on fashion is influenced by her own experience where, while the myth of the standard size seemed to prevail, she refused it. Cœur de loup therefore offers clothing covering X-Small to X-Large in addition to offering an extremely well thought-out made-to-measure service, and all this at no additional cost. We should never be penalized for being able to wear clothes that fit like a glove, no matter what body we inhabit. Above all, standards should never be seen as principles of beauty; nothing could be further from it.
"
has imposed itself especially with the concept of made-to-measure. I am not a standard size, but I quickly realized that the standard size does not exist. I spent a lot of time judging myself harshly and having no choice but to wear what I wanted. I have created a wardrobe in my image that, if well adjusted, suits everyone. »
The reality of the job
Nathalie Jourdain exercises her profession as an entrepreneur and designer in all authenticity, a trait that is particularly appreciated by her clients for the humanity that she exudes. His decision-making is felt; she lets herself be guided by her guts, by her heart, in short by her perceptions and her feelings. His creative process is progressive and instinctive. The bases of a collection are already pre-established, but the in-depth development of this one is done over the course of its creation with always a concern for the notion of comfort, occupying a position of predominance in its reflection. It is precisely a style that crosses the ages, while being pleasant to wear, that the artist behind Cœur de loup seeks to achieve. In addition, the designer adopts an open posture in the face of the possibilities of change or upheaval that can affect both the fashion world and entrepreneurship. It indicates that the view that some things are permanent is a way of thinking to be avoided. You always have to be in a position to face new challenges.
A clothing line for women by a woman
Nathalie Jourdain designs her collection according to the women she dresses. Every detail is thought out and considered. The source of motivation for his work appears through his clothes. There is great importance given to contact with clients and a desire to restore confidence in these women who have sometimes, or rather often, been the victims of a society promoting stereotypes of beauty that are not only unattainable, but, above all, totally far from the real definition of beauty. The inspiration for the collections comes from these women who stop by 41 rue Saint-Vallier Est or who roam the online store in search of the ideal piece. The entrepreneur proudly displays her desire to build a wardrobe in which women will feel comfortable. This energy starts from her and radiates through the construction of her splendid collections invented to suit all women.
“When a client tells me she hasn't worn a bikini in years, it really touches me. I feel like I'm helping their self-esteem and it makes me feel really good. -Nathalie Jourdain
Cœur de loup is a Quebec women's fashion company that offers a new idea, a new construction of femininity that breaks free from all the shackles that society can impose on it. She values bodies for what they are; they all take on beauty, no matter what form they have. With Nathalie Jourdain, fashion becomes all beauty and all comfort, more accessible, but above all… more human.
Reviewed by Sandrine
Leave a comment
This site is protected by hCaptcha and the hCaptcha Privacy Policy and Terms of Service apply.