MAGNETIC, 1st floor
Berenice shop at Beaugrenelle Paris
Frederic Krief created BERENICE in 2005. Initially, it was a small network of five stores scattered in the beautiful areas of Paris (7th, 16th ...). Today, the path is phenomenal as Frederic Krief operates a network of more than sixty addresses, offering entire collections displaying a style through both roots and bourgeois, a little crazy but still smart, and even, for the delight of the ladies, with the most emblematic models available in smaller (4 to 14 years)!
“I chose the name because BERENICE is a name that conveys a timeless image, classic and elegant. And she is the goddess of success, bringing the victory they say ... As for the wings, they symbolize freedom, purity”.
For two years, Frederick was joined in the adventure by Miriam, his wife, his muse. The face of his campaigns and now the artistic director of the brand. She provides that little feminine extra, flair and that sensitivity that lacked him. ‘’She is the BERENICE girl: class but funny, free and independent… I’ve dreamed of her and finally found her’’.
"With Frederic, we complement perfectly, he is rational and reasonable, I am more spontaneous, impulsive, instinctive," she explains. "In the collections we create, we try to keep all smooth silhouette that he initially imagined, but tending towards more draws mind, more rock".