Fauré Le Page has opened its first boutique in Malaysia at Suria KLCC. What began as a gunsmith supplier to the 18th-century elite has been reborn into a brand that manufactures a new kind of armour for the modern age—luxury bags for wearers to carry their daily essentials. The brand’s signature scale pattern is a symbol of strength, protection, and allure.
GRAZIA Malaysia sat down with Augustin de Buffévent, president and creative director of Fauré Le Page for an eye-opening chat about the brand’s heritage, craftsmanship, and what seduction truly means.
For people who aren’t aware of your brand, how would you describe it to them?
The first thing I would ask is, do you want to be a part of the battle love? The motto of the brand is “Armed for Seduction” since the brand originally sold guns but we’ve removed that part and just sell bags now. The bags are the weapon of seduction, each piece is made with love and different savoir-faire. The goal is to always manufacture long-lasting items—using our own trends, we don’t follow others’ trends.
You consider yourself a heritage brand, but how do you translate heritage into something more modern?
Well, we definitely don’t seduce the same way we did in the 18th century. I don’t know, I’m old but not that old.
I’d say we constantly adapt, with the shapes and materials of our bags. Our iconic Scale bags are now woven in jacquard, the scale embroidery is absolutely amazing. I discovered that doing embroidery with rounded shapes is far more difficult than just creating lines. But of course, we will always have references to the house’s past in everything we do. We personalise the medals on our bags that represent victories and defeats which I believe we all carry some part of.
It’s basically like love, you have to reinvent yourself without forgetting your roots.
Since the brand has been around since the 70s, how do you think the art of seduction has changed?
Not that much really, I think we’re forgetting the true meaning of seduction—it’s about putting in effort, and this means that it doesn’t work with social media. It’s a way of communicating but it’s not real life. One of the most seductive ways to seduce in my opinion is to send a postcard. These days, we only receive emails or invoices, and I think that the time and attention to detail are what makes it special.
How do you go about your creative processes?
I always use the example of a ‘shaker’, so you put a little bit of history, sensibility, and culture. Shake it up and see what comes out.
We take time in our creative process. Since we’re not in the fashion industry, we have time and it’s absolutely essential. For example, the embroidery took us two years. It actually happened during COVID-19, I was calling the guy in the factory and we were both alone and had nothing to do—it was the perfect way to focus on one thing. It took two years because it was that complex. Some of our bags even take three to four years to make.
You’ve mentioned that you don’t chase trends, so how do you communicate with younger people?
We are on social networks like TikTok and Instagram but I’m much happier when the products speak for themselves. Let the quality do the talking. I also enjoy when we take time with our customers.
Just taking time in general, honestly, I feel like when we’re on social media it’s like we’re losing time. Go out. Go to a museum. Go meet friends. There’s so much culture around us.
Do you think that’ll be a concern in the future? As in younger people spending too much time in the digital world.
I’m not a pessimistic person, look at the success of exhibitions and their paintings. Van Gogh and Claude Monet still attract a huge number of people to this day, it’s amazing. I pass by the Musée de l’Orangerie when I’m on the way to work, one of my favourite things to do is see the Les Nymphées de Claude Monet. I believe art transcends all cultures and generations, it can’t be superficial to enjoy these things because there’s a reason why they’re such a hit.
What are some things you like to do in your free time?
I read a lot of French literature and listen to podcasts. I spend a lot of time at auction houses too, it’s where I can find archives of Fauré Le Page. I like watching ballet too, I recently went to one in Paris choreographed by Blancali and the crowd was young. So yes, I believe the past can be reinvented.
How does the culture approach messaging come to the brand?
The root of seduction is seducere, its two words in Latin: secare (to cut) and ducere (to drive). It means that you have to ‘cut yourself’ to be in a relationship. At the same time, to ‘cut yourself’ drives you into a relationship. Basically, this all means you have to ‘get out’ of yourself and put in effort.
Do you think the art of seduction comes from the mind or other parts?
It comes from the five senses. But to stimulate the five senses, you have to make an effort. It’s a battle—love is a battle.
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