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Twik Collection x Amour & Joie de Vivre

7 Sep 2015
Photo credit: Émilie Nadeau

Simons has been at the forefront of fashion since 1840 and considers art among its chief priorities. Its choice of collections by international designers, the clothing design process and even the design of Simons stores consistently demonstrate that art with a capital A is of central importance.

Photo credit: Émilie Nadeau

It is hardly surprising, then, that Simons would take the opportunity to partner with a watercolourist from Quebec City (the city where it all began) to create an exclusive line of fashion tees. That artist is Jill Lecours, a trained graphic designer who sells her work through Etsy and several stores. Her work takes the form of frameable typographic prints, humorous greeting cards and personalized calligraphy services.

I like promoting local artists and have to say that when I saw Jill Lecours Grimard's work, I was immediately taken with her fresh style and novel approach to calligraphy. It's youthful, original and very well done. I gave her carte blanche and the result has been exactly what we'd been hoping for. Girls will love it! 

Peter Simons 

FROM DREAM TO REALITY

This colourful collaboration was set in motion by a simple whim. It began with a meeting between the Twik design team, Peter Simons and Jill to discuss the goals and direction of the proposed collection. The president of the company was on board from the very start! He was confident the project would produce a collection that would suit the tastes of his clientele. After all, no message speaks louder than one worn on your own person!

After spending a few weeks in her sunlit studio, Jill submitted several watercolour sketches representing draft patterns and prints. When these were approved, it came time to make a few decisions and determine final designs: what medium should be used, which fabrics should take priority, which cuts and styles would give Simons customers an ideal final product, etc.
 

Last but not least, the seven-piece collection was sent to production. Once the advertising department had its photos, everything was set to be distributed to Simons’ 10 store locations!

The unique signature of Amour & Joie de Vivre thus became immortalized on various tees and sweatshirts, with designs featuring this season’s most popular colours.

To discover more of Jill’s work, visit the Amour & Joie de Vivre shop on Etsy.