The magic of Couture in Atelier 7474
Atelier 7474, founded seven years ago by Audrey Geschwind, stands out for its passionate commitment to the world of couture and fashion. Since its creation, this Parisian atelier has attracted a prestigious and varied clientele, seduced by its expertise, creativity and proximity.
In a luminous 200 m² space in the heart of the capital overlooking the Opéra and the Eiffel Tower, Atelier 7474 brings together a dozen talented hands around some fifteen family-run and industrial sewing machines and large cutting tables. A diverse team of stylists, pattern makers, dressmakers and theatrical costume designers work their magic every day. The atelier handles the development and manufacture of collections for Haute Couture and luxury ready-to-wear, the creation of prototypes and VIP pieces, ensuring constant follow-up with the technical teams.
A whirlwind of design
Photo credit :©Atelier 7474">Audrey Geschwind and her team recently set up a "flying workshop" in the south of France for the Cannes Film Festival, symbolizing a meeting between artists and expert hands to propel unique, bespoke designs into the heart of prestigious events. "On the Croisette with my scissors and needles, getting together with artists and models is absolutely great!" enthuses Audrey Geschwind. She proudly recalls some memorable moments: "We dressed Leila Bekhti, Viola Davis, Demi Moore, Pierre Niney... Last year, Benoît Magimel, Isabelle Adjani and Xavier Dolan. At the MET, we dressed the entire table of a major home!"
L'Atelier 7474 doesn't limit itself to Haute Couture, but is also involved in garment making for theater and film, contributing to large-scale productions. "We do a lot of flou / ultra soft draping / flou, bridal, evening. We have tailoring for women, but also for men, we make jeans, corsets for the Opera, we also work on films", she explains. The atelier's clientele is varied, comprising around 60% VIPs, but also luxury ready-to-wear and young designers. "You have to do a bit of everything, especially as we can do small quantities. We mustn't forget that the young person of today can be the great one of tomorrow", affirms Audrey.
Collaboration and transmission of prodigious know-how
Crédit photos :©Atelier 7474">The relationships we nurture with Atelier 7474's customers are based on trust, sharing and closeness, essential elements for establishing lasting partnerships. These values are intrinsic to the way the workshop operates, each piece being the fruit of meticulous collective work. "Almost everyone contributes to each piece. It's not the image of one person, but of the whole workshop," explains Audrey Geschwind. The latter insists on the importance of not segmenting roles and of showing everyone the results of collective work. "People are looking for freedom, this family spirit, they need recognition. We have a very strong bond; the workshop is a whole. I try to send everyone out for VIP fittings and they come back with stars in their eyes, it's part of the motivation, the desire...", explains the founder.
The workshop is also a place of transmission, welcoming young people on work-study schemes, interns and retraining professionals. The emphasis is on exchanging and sharing skills. Some of them even come for professional retraining, motivated by the apprenticeship, the passion and the savoir-faire shared within the workshop. "The hand will never be replaced. We're going back to French savoir-faire, and we need to train and pass it on. We have incredible savoir-faire in France, we have great hands..." she insists. Audrey is determined to restore the value of these skills and communicate the importance of preserving this craft heritage.
In this dynamic of sharing and constant learning and exchange, the workshop collaborates with other workshops such as Invenio Flory, "it's done as a team! It's all about beautiful approaches, beautiful encounters, exchanges of goodwill," Audrey emphasizes.
The inspiring journey of the founder
Audrey Geschwind, Founder and Director of l'Atelier 7474. Crédit photos :©Atelier 7474">Audrey Geschwind has always been passionate about sewing: "I've been sewing since I was a little girl, hemming everyone's hems and customizing my school blouse," she recounts. After studying fashion design in France and then at the Milan Academy of Fine Arts, attracted by the art of Versace, she returned to France and embarked on a career that led her to work with major Home brands such as Stéphane Rolland. "After a few years, I wanted something else. No sooner had I left than I was offered freelance work, and that's when the entrepreneurial project took shape," she explains.
L'Atelier 7474 was born of a desire to create a space where passion, sharing and creativity are at the heart of every project. Today, Audrey continues to promote her savoir-faire and that of her team, both in France and abroad, always with the same enthusiasm. "I don't work after all, I live from my passion," she concludes with a smile. Inspired by iconic fashion figures such as Karl Lagerfeld, she aspires to perpetuate a classic, no-frills chic style. "I'm very Lagerfeld, classic chic, no frills," she clarifies.
Audrey's future projects are many and varied, with a desire to internationalize and promote savoir-faire. "I've got lots of projects in mind, to go abroad and support the development of fashion, to enhance the value of savoir-faire," she shares. Thanks to Audrey Geschwind's vision and passion, Atelier 7474 continues to position itself as a key player in Couture and fashion, offering unique designs and exceptional savoir-faire to a demanding and diverse customer base.
For more information: https://www.latelier7474.fr
