Painvin always envisioned a global brand, not just a simple clothing line. She created soft toys including Leon the Hedgehog. From the beginning, she offered childcare products and met with Givenchy to create the brand's iconic perfume. Why do you think that the brand was such an immediate success?Ĭatherine was a visionary in her decision to bring together multiple products besides textiles. It made sense to use this name for the brand. Snack time was a magical moment for them where they would all gather. Her children used to call her “tartine” and their stepfather “chocolat”. She then spent a summer in the United States to understand the Anglo-Saxon style. Making her a pioneer for that time! While watching the broadcast of President Kennedy’s funeral, she observed children in their stylish coats and realised that there weren’t any refined brands dedicated to children in France. At the time, she was recently divorced and had to take care of her three children while managing the company at the same time. Painvin created the brand before she turned 30. Open since 1955 and entirely redesigned by the interior designer Dorothée Meilichzon, they provide the perfect setting for a trip down memory lane.Ĭatherine Painvin, the founder, had an enormous amount of energy and willpower. She greets us in the brand’s emblematic offices, situated in the Saint Germain district of Paris. These are the emotions that Emilie Zannier –Chairwoman and Creative Director of the brand– was anxious to preserve. Its visual and emotive identity takes users, from generation to generation, back to their childhood. Created in 1977 by Catherine Painvin, the brand quickly became a timeless classic, known for its clothing as much, plush toys and perfume. For almost 40 years, Tartine et Chocolat has provided us with the perfect finishing touches to our children’s bedrooms.
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