Could you introduce yourself and talk about your entrepreneurial spirit and your role today?

I’ve been an entrepreneur for 17 years, in interior and exterior design, through various companies. I’ve also had a passion for fashion since I was a teenager, and I’ve always wanted to create a brand in this field, which I was able to do in lingerie with Dessous de Monaco.

What are the origins and originality of Les Dessous de Monaco?

The initial idea was to create a brand that would allow us to return to truly eco-responsible fashion, to encourage short circuits and local roots with a skilled workforce. In short, to return to the fundamentals of this sector, with a promise of authenticity, to take the opposite view to over-consumption and fast fashion. In short, to get back to the basics of this sector, with a promise of authenticity, to take the opposite tack to over-consumption and fast fashion. To also express the respect we have for women, and to enhance them through the quality of our designs and materials, guaranteeing them comfort, elegance and refinement. With Les Dessous de Monaco, I also wanted to offer transparency, an emotional link between our customers and the people who make our articles. You can see and get to know the seamstress who makes your purchase. That’s also our DNA: there are people behind a product, and continuity is possible.

What has been the response from your customers and how has the project found its place in the Principality?

We’ve had very good feedback from our customers in just one year of business, both in terms of comfort and fit, the quality of the designs, the fabrics used, such as silk or lace, and the embroidery. The experience we offer in our workshop-boutique is unique in Monaco. We can respond to any request, any requirement, and we also work on made-to-measure and entirely exclusive models. As proof of the very positive reception of our concept, we had the honour of winning an award at the last Monte-Carlo Fashion Week, with the Made-in-Monaco Award.

What are the key elements of the experience you offer?

Our atelier-boutique is a very special place, offering a highly personalized lingerie experience. Our fitting room is cosy and hushed, giving our customers total intimacy. Our customers feel perfectly at home, and an exchange is created where they know they are being considered, accompanied and fully listened to. Everything is geared towards their satisfaction.

You are an official licensee of Monaco Brands. How has Monaco Brands contributed to the development of the brand?

We first met in 2022, and Monaco Brands gave my project a very warm welcome and supported me so that I could move forward with the Les Dessous de Monaco brand. Their highly professional support and availability have made it easier to develop the brand.

Why would you say it was important for you to work with the Marques de l’Etat de Monaco?

They are essential partners who offer real support. They listen carefully to your project and understand the constraints and investments involved. As a result, the Monaco brand license is based on a balanced proposal, with fair conditions that reflect the potential and development phases of the project.

What are your next developments?

I’m looking for export partners and I want to capitalise on the Principality of Monaco’s presence in Japan from April to October 2025, as part of the forthcoming Osaka 2025 World Expo, to raise the brand’s profile and go beyond Monaco’s borders. On a personal note, I’ve joined the board of the Monaco Chamber of Fashion and I want to contribute to its dynamism and development.

Bruno Guillen, its director, has very clear ideas about this sector and how to make the most of these brands:

“Even if the entertainment industry continues to dominate the licensing market, there are now a number of different brands that want to position themselves in the licensing market and that are listening to their customers’ needs. They offer a real alternative because they are able to provide original brand content in a wide variety of unique forms. Our specialist companies, Markeyters and Redwhite, were historically created in this segment of institutional and public brand licensing. This is a niche market that has seen real growth in recent years. The desire of cities and institutions to have greater control over their image, and to find new sources of income in the face of a growing need for self-financing, has fully validated our positioning. These brands are carefully managed and require a specific approach, which we use every day to promote properties associated with the Principality of Monaco, French heritage, and the cities of Saint-Tropez and Lyon.

We have succeeded in creating profitable agreements for our brands, giving life to successful operations. Take fragrances, for example. Created by leading perfumers and sold under licence for several years in Europe, Monaco fragrances have enjoyed significant success in Eastern Europe, available for both men and women.

In addition, the collaboration between the Monte-Carlo brand and the car manufacturer Skoda has been a great success for the Brands of the State of Monaco in several countries. Following the licensed launch of the Skoda Fabia Monte Carlo in 2012, the brand has since decided to extend the partnership to its entire range. Monte-Carlo has also teamed up with Gucci for some very popular mini-collections of accessories.

On a different note, for the famous Arc de Triomphe in Paris, certain products have been developed under the brand name Le Fabuleux Shaman, aimed at the public who visit the Arc the most, the under-40s. For the Abbey of Mont-Saint-Michel, a licensing agreement has been signed with Saint-James, which is well known in Europe for its high-quality sea-themed products made in France.

We can see that the association of these brands with certain product categories and leading economic players is natural and can resonate strongly in certain markets.”

What philosophy guides you in the development of MONTE CARLO VERMOUTH?

Our aim is to create a very high-end branded product that represents Monegasque savoir-vivre and expertise. From the outset of the project, we were guided by the tranquillity, sunshine and joie de vivre that characterise the Principality, as well as by legendary sites such as the Roseraie, from which we took petals for our recipe with the agreement of the Prince’s Government.

Next, we bring together the best expertise around Monte Carlo Vermouth: from the distillery in Grasse, inspired by the production of perfumes using cutting-edge technology, to the finishing touches in Italy with exceptional quality grapes from Piedmont vineyards listed as a UNESCO World Heritage Site. Not forgetting Monaco Brands, which enables us to operate the Monte Carlo brand with confidence.

The quality of Monte Carlo Vermouth was recognised at this year’s Concours International de Lyon, where we won a gold medal!

How do you explain the revival of bitter-flavoured drinks?

It’s the convergence of two trends. The post-Covid era is marked by consumers’ desire to consume less, but better quality products.
Secondly, there is a real return to the mixology culture, and vermouth is the basis for many cocktail recipes. It’s a clear inspiration for mixologists, and we’ve developed Monte Carlo Vermouth cocktails with the Buddha Bar, the Trinity Cocktail Club and the Coya, for example.

What are the three pillars of your communications strategy?

Firstly, to highlight the quality of our product. Behind every bottle of Monte Carlo Vermouth lies an enormous amount of expertise and know-how. Nothing is left to chance, from the complexity of the recipe to the design elements.
Next, we highlight the Monegasque lifestyle. A truly chic lifestyle marked by the pleasure of living each moment to the full.
Finally, mixology is our main promotional tool.

You are official licensees of the Marques de l’Etat de Monaco. What contribution have you made to the development of the brand and, in their own way, to the product?

Monte Carlo is an attractive brand and it needs to be protected and defended. This is the primary mission of Marques de l’Etat de Monaco and it is important for us to be able to collaborate with this state-owned company, which also assures us that our product is in keeping with the brand image of the Principality of Monaco.

We had lengthy discussions right from the start of the project. Les Marques de l’Etat de Monaco and their licensing agent, Redwhite, were able to provide us with valuable suggestions for anchoring our recipe even more firmly in Monaco. The use of rose petals from the Principality’s rose gardens in our recipe is a prime example.

How is the collaboration with Redwhite and the Marques de l’Etat de Monaco going?

Perfectly well. Their teams are always ready to listen to us. The collaboration around the Monte Carlo brand is pleasant, absolutely fluid and always constructive, with a great deal of understanding and discretion. The Redwhite licensing agent is an excellent partner for Eugène René and its Monte Carlo Vermouth.