Picture Womens Outerwear 2024/25 Preview

Retail Buyers Guide: Womens Outerwear FW24/25 Retail Buyer’s Guide
Brand: Picture Organic Clothing
Interviewee: MAXIME LEMAITRE – Product manager

What is the overall theme behind your 2024/25 outerwear range? From which big trends do you take your inspiration?
Artworks : Simon Bailly
Wide range of trends, from Furnitures, Design, and Fashion market

What new fits / silhouettes are coming out in 2024/25? What pant and jacket styles are most important in your range?
Touring
Gravita 3L jackets : Highly techniccal jacket with no compromise on design and details
Resort
Haakon jacket : Redesign of our iconic freeride jacket, new impactfull colorblock, no compromise on design details. Sitkah jacket : New freeride 20K/20K jacket at 300€
Citrik jacket and Dicentra pants: A new silhouette very important for us since Picture definitly came from the snowparks and the freestyle snowboarders. Dedicated to the younger generation ripping the snowpark. We build it from scratch to fit to their needs, the silhouette showcase a very loose fit, vintage fabric, and gender free colorways.

What new colours / prints are you introducing?
Insérer texte en anglais de chaque color story

Any *NEW* technical stories with regards to fabrics and materials?
It’s not new but we are carrying the XPORE membrane for 4 seasons now. Most performing membrane on the market after GORE TEX Pro, with no chemical (PFOA / PFOS) added. Xpore by BenQ is a revolutionary sustainable & high performance nano-porous membrane. 100% PFC free and solvent free, the Xpore membrane offers the best eco-friendly alternative to the actual membrane market leaders, while having superior performance indicators : min. 25K waterproofness & min. 20K breathability (test method JIS L1099 B1). It is also ultra lightweight being two times lighter than the competition. Xpore is a true eco revolution in high tech membranes.

Any trends that your brand is moving away from?
No, We continue to carry and improve our 3 main segments in the range :
BC touring: Picture’s new Backcountry Touring range brings together everything that defines who we are: venturing out of bounds, riding new lines with friends, exploring the great outdoors, and promoting sustainable solutions for everyday life. To explore the backcountry in search of fresh powder and to push your limits, take advantage of our full range of jackets and pants that feature our most advanced technologies.
Resort : Our Resort range covers the way we like to ride, as well as our favorite styles and Technologies. This now streamlined range includes our iconic pieces, our best sellers, and our always-bold prints & colors. It goes without saying that sustainability is always on our mind, so this season (like every season) we continue to reduce our overall impact through environmentally-friendly and ethically-sourced materials, as well as energy saving solutions during production.
Utility: Sometimes one word just captures the true essence of it all. We chose UTILITY as the name for our new technical range for this very reason. We designed this entire line of high-performance, Circular polyester, no-frills, sleek technical apparel with only the features that you absolutely need. This monochrome range for men and women pushes Picture’s commitment to the steep lines (and to the environment of course) one step further.

What are your top marketing stories for 2024/25? (This will help us to put some focus in the right place.)
1 – Outdoor Lifestyle
2 – Brand Campaign: This campaign honors our brand’s creative and artisanal roots, influenced by co-founder Jeremy’s architectural background. At Picture, we’ve always championed bold, disruptive, and playful designs. In collaboration with the renowned French illustrator, Simon Bailly, we’ve crafted eight exclusive artworks that embody our spirit of creativity.
3 – Outerwear

Best Sellers/Hero products

Haakon jacket : Freeride 20K stretch jacket

The stretch 2-layer Haakon Jacket is a lightweight freeride jacket that can literally do everything. Eco-designed with recycled Circular polyester face fabric from repurposed sugarcane waste, it features a 20K/20K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment. Designed for breathability, the pit zips offer additional ventilation when playing hard in the powder. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable, while the stretch lining made with a hybrid multi-density knit provides enhanced freedom of movement. Cut for a modern long fit, this jacket comes equipped with smart, functional pockets and detailing. Our Haakon Jacket allows you to effortlessly switch from shredding in the park to riding untracked lines without a second thought.

Haakon

Sylva jacket :

The 3-layer Sylva Jacket offers targeted lightweight breathability and protection for ski touring and splitboarding. Eco-designed with recycled polyester and Circular polyester, it also features a 20K/20K membrane for an unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment and waterproof zips. While providing protection against the snow and wind, this jacket has pit zips for easy temperature control up any skin track or when breaking trail. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable. This freeride jacket is ready for any ascent and descent in the backcountry .

Sylva

Seen jacket :

Iconic colorblock 20K resort jacket. The 2-layer Seen Jacket, with its asymmetrical color-blocking design, is a warm and breathable jacket that provides comfort whenever you ride. Eco-designed with Circular polyester, it features a 20K/20K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment. Designed for breathability and warmth, the pit zips offer additional ventilation when playing hard in the powder. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable, while the insulation ensures that you stay toasty warm all day long. Cut for a modern slim fit with smart, functional pockets and detailing, this jacket is an excellent shell layer whenever you click into your snowboard.

Seen