Meet the Kooples

THE KOOPLES, rather like Brand Beckham, shows that a gorgeous couple in love isn’t just enviable; it’s a concept that can sell clothes.

The French hipster-meets-English aristo-meets-Brit rocker clothing brand opened its first boutique in the autumn of 2008. Months before, le tout Paris was buzzing about the ubiquitous, couples-based ad campaign with the mysterious tagline: “The Kooples are coming.”

“Today, you need not only to be a designer,” says Alexandre Elicha, the CEO and men’s wear designer. “You need to think about a lot of things. There is a lot of competition, there’s the economic crisis... you need something extra special. It is very important to have your style, your personality, your identity. We work a lot on this.”