Jone handcrafts scrunchies, bags, and textile accessories. When the brand launched, everything had to be built from scratch; we have been supporting them for two years, mission by mission.
The starting point is personal. The Les Danseuses collection stems from memories of Spain: laundry drying in windows, flamenco dresses. The brand needed to reflect these Basque and Spanish roots, with each collection telling its own story.
Mathilde built the identity around two concepts: sun and movement. The "jone." logo is written in lowercase, with a period; a sun with wavy rays serves as a signature, embossed on the cards. Ségolène used this to create posters and collection materials in a palette of cream, sand, pink, and red.
Lucas developed the shop using Webflow, designed for this initial phase of the brand. The films showcase the pieces, but more importantly, the people wearing them. For Les Danseuses, directed by Lucas, dancer Tia Balacey lets orange veils fly against the ocean backdrop in one film and eight reels. For El Bolso, co-directed with Mehdi, five characters—mirrors of the customers—each carry the bag in their own setting. Mehdi also shot the photography.
