A sincere introduction to a brand and its muse.
Introducing a new fashion brand into an already saturated landscape is a brave choice in itself, requiring both passion in the mission and an element of gritty, hard-headed determination for good measure. Concepts of luxury have been diluted as pedestals designers cling to, often with little substance to support them. As a youthful label determined to do things differently, Wave Texture remains refreshingly candid about the ceaseless wave of obstacles in its path.
One must, it seems, be comfortable setting foot in the unknown, supported by the power of purpose, knowing the objective serves as the proverbial lighthouse in the storm. Stride ahead unwaveringly—the finer details of it all can wait. As long as founder Marius Franc has his non-negotiables in tow: unparalleled craftsmanship, an honest philosophy, and a focused vision, “sometimes you have to trust the journey and let things unfold.”
Marius and Wave Texture’s journey was intertwined and deeply personal at its core. Growing up with an innate eye for design coincided with a rich admiration for craftsmanship that formed the foundations of luxury fashion. He felt most aligned with a mission that honoured both artistry and rigorous ethics. This vision sought to promote French heritage beyond premium merchandise, while also interweaving techniques into a collection that simultaneously mirrored a generational lifestyle. It was this, he decided, that would anchor heritage through an unforeseeable future. “I knew that if I was going to produce something,” he states, “it had to mean something.”
Wave Texture’s premier collections are shaped by the frank realities of life as a fledgling brand. From the very beginning, the desire to redefine expectations of what a new label should amount to was a challenge. Fundamentally, their manifesto stated that clothing would be made ethically within an atelier, where every worker can feel confidence and security in fair pay that reflects their quality of work, and the (often dismissed) countless hours of craftsmanship required when producing high-quality garments. In the face of suffocating budget restrictions felt by any start-up brand, making things cheaply would have been much simpler, but that was never destined to be the Wave Texture course of action.
Relationships with the brand’s chosen Parisian artisans laid the foundations for Wave Texture’s central vision; it was through these varied lenses that Marius was able to cast an eye to the future. While he could have followed the standard route of many “factory brands”, which sign off ready-made clothes and disengage from the creation process, he instead chose the path less travelled, as all true artists must. This assigned that Wave Texture would work with the likes of Lesage, often hailed as the world’s greatest hand-embroidery house, boasting clientele including Chanel and Alaïa, and Atelier DN, who similarly hold a reverence within the creative circles of Paris that spans decades.
All collaborations offered unique methods and production techniques that, although inspiring, presented yet more challenges for the brand. The choice to use a different atelier specific to each garment, rather than keeping everything under one roof, undoubtedly complicates production and stretches the budgets. However, it ensures that Wave Texture produces the most premium quality, emotionally driven clothes that retain the richness of their maker’s stories, aligning with a customership that seeks investment wardrobes, while shunning a fast, pollutive approach to fashion.
Marius envisioned a merging of creative minds, preserving the local know-how of France’s intrinsic couture heritage. This would result in an accessible collection of clothing, made up of pieces that were as comfortable as they were elegant. Wave Texture was never fated for red carpets, but rather to serve as daily essentials that wear and age with grace, remaining fresh with sophisticated detailing.
“In an industry where surviving another season is an achievement in itself, we take pride in having exceeded the level of quality we had only dreamed of.” - Marius Franc, founder of Wave Texture
Through these partnerships, the label found inspiration for this initial shift—away from merchandise and towards the development of timeless wardrobe staples. These garments would be created collaboratively with skilled creatives located just 20 minutes away from where the chosen face of their capsules would be lensed for the first time, candidly, in a humble studio that in many ways reflected the founder's own journey. In a sense, the shoot captured the loneliness, doubted decisions, scattered samples and clashes of aesthetics experienced throughout Wave Texture’s evolution.
Marius Franc and Alioune Badara Fall’s meeting could be described as an alignment in some aspect of the universe. Both Libras, both craving order in an often chaotic fashion world, and both possessing an innate understanding of garment production that delved beyond aesthetics alone.
Born in Senegal and raised on the streets of New York, Alioune is a product of diverse cultures, each vibrant in its own right and honoured in the rich tapestries of his multi-faceted creativity.
“I draw from the rich heritage of Senegalese culture, the refined elegance of French fashion, and the dynamic energy of American street style. Combining these influences allows me to create a distinctive and personal approach to fashion, both for myself and for those I style.” - Alioune Badara Fall
Alioune's contemporarily artistic approach found a firm identity within the Wave Texture blueprint, seamlessly establishing him as an enduring face of the 0.01 collection. This was, again, not without challenges; Marius faced the familiar financial hurdle of moving away from agency model budgets to fund the likeness of a model already highly acclaimed in their career. Yet, as with all barriers, a way must be found, and so it simply was.
From the moment Alioune entered the Wave Texture atelier, he fit like a missing piece, instantly reigning as the combined brand figurehead and muse—an undefined distinction Marius felt drawn to and fulfilled by. Naturally, he looked great in every piece, almost as if items had been solely designed for his physique and styling.
Alioune displayed a sensitivity and dedicated interest in the brand’s inner-workings, spending the first hour of the shoot exploring the collection, examining in detail how it was made, and venturing beyond the safety of surface style. He instantly identified how every Wave Texture piece was created to envelop the wearer in understated luxury. A soft drape of fabric against the skin, subtle interplay of textures and intricate detailing—each working in synergy to create a singular sensory experience.
Working partially as a stylist in his daily life, Alioune was asked to accessorise for the shoot in a way that felt natural to him, in line with the brand’s distinct aesthetic and story to share. Adeptly, he balanced traditions of the past and the sleekness of a modern wardrobe, resonating in total synergy with Wave Texture’s concept for the capsule lookbook.
“It’s akin to adding salt and pepper to a dish—it just wouldn’t be the same without them” - Alioune speaking on a love for jewellery pieces, comparable to Wave Texture’s investment pieces, which are similarly interchanged between casual and formal, worn as a set, or refreshingly styled with other elements.
Wave Texture’s story to date is openly underlined with a battle against the harsh realities of a fashion industry presiding as a global polluter, with dreams daring to turn the tide on consumer habits. It envisions a landscape where ethical production is the new normal, where sustainability is never a sacrifice for style, and instead, both concepts coexist harmoniously. Marius Franc offers une marque française with an English name, absent of reference to himself, the designer. Destined to virtuously promote and elevate tradition with ambitious goals and bigger barriers—purposefully and ardently desiring to redefine what a young, independent label should stand for in the modern world.
As the brand grows, Wave Texture will continue to test these boundaries. Never satisfied with its lot, yet, enduringly empowered through a commitment to craft, conscience, and the creation of distinctive, contemporary products.
