Elodie, mother of Andréa and Chloé, Marseille.
Creator of the brand VARANASSI, passionate by India and Nepal, Elodie makes us discover, through her carpets, an ancestral technique of weaving, the Kilim. She then adds her personal touch by choosing animal motifs, colours and very modern finishes. I invite you to discover his universe and his brand!
What is your background?
I was a Parisian, I worked in luxury marketing (at Louis Vuitton) then in distribution (VIVART including Naf-Naf) I was director of collections for France and international. My life was full. One day we decided to move to Marseille, it took us time with my children to find our new rhythm. I wanted something else. And then there was this trip to India.
I discovered the town of Varanassi and its local crafts. It was incredible, they use the traditional weaving technique called Kilim. The transmission of an old history of weaving from distant lands. This technique is not reserved only for carpets. The weaving being flexible and foldable, the technique can be used for the realization of other objects.
I came back to France with this carpet idea in mind, four years ago, there was a real market in the field of children to take. I launch myself and create the Varanasi brand. I inquire and I participate in my first show Maison &Objets.
What is the spirit of VARANASSI?
To propose carpets entirely handmade in India in a traditional way mixing ancestral know-how and contemporary design. I wanted to bring this modern side with animal head prints like the giraffe, the tiger and the elephant, pop colours, signature finishes like the pompon or the leather label. The colour range too (beige, canar blue, yellow, pink...) is always consistent with the brand's universe, I really want it and I hope it will last.
The idea is really to show that the material has meaning and to propose timeless collections where the drawings are timeless.
Where does the VARANASSI brand name come from?
Varanassi is therefore the name of a city in India, famous for its loom know-how, I just decided to remove an S to make it my own.
What are the materials used, the particularities of the Kilim technique?
It is thus a traditional manufacturing with a weaving with the hand (warp and weft). Each piece is then unique. 100% natural cotton and wool are used to make the carpets. Natural dyes are also non-toxic to children. I work from home, but I also travel to the production site and the dyeing site.
What are your sources of inspiration?
I would say a lot of fashion but also decoration magazines, because you can discover incredible interiors that you don't see everywhere. And finally, travel, I have this chance to travel often. For example, I recently went to Senegal, it was very enriching, to see how wax is used, worn, far from the simple hyper pattern fashionable in France.
Projects, desires for VARANASSI?
We have recently launched a new collection of PURE rugs, this time made in Nepal. An oval boiled wool carpet with a pebble spirit. What I liked in Nepal was precisely this notion of roundness, of savoir-vivre, of politeness.
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