Paris-based Canadian fashion designer Tara Jarmon is launching a second line called Mademoiselle Tara, designed for an audience a little younger than her eponymous main collection, reports Vogue.
The new label, due out this fall-winter season, evokes a retro style reminiscent of 1950s Paris, while maintaining the elegant and simple lines that have made her original collection such a success.
The trendy collection includes bright yellow twill dresses and orange flannel skirts combining modern colors with retro cuts and styles.
The label’s debut advertising campaign, photographed by Sofia Sanchez and Mauro Mongiello, stars Romanian-Canadian model Irina Lazareanu. The campaign’s first image features Lazareanu posed astride an old-fashioned bicycle, wearing a a simple print dress under a red coat and matching red hat.
Jarmon grew up in Vancouver, Canada, but fell in love with the City of Lights after visiting there for a modeling gig in 1980.
"I was infatuated with the French way of life," she told Elle Canada. "I thought the women were so chic and put together."
She created her original, self-titled clothing line over 20 years ago. "The first season, I only made four pieces," she said. She also designed a collection of affordable womenswear for Target in May 2006.
Today, Jarmon operates over 20 free-standing boutiques and her clothing appears in over 80 retail outlets throughout Europe and Asia.