End of suspense. On Monday March 9, the ready-to-wear brand Celio reported on its social networks the theft of the letter L “on some of (its) brands”. This message was interpreted by some Internet users as a publicity stunt announcing the creation of a range of women’s clothing.
They were right: this Monday, the brand published an advertising spot on social networks featuring Angélique Angarni-Filopon, Miss France 2025, Camille Cerf, Miss France 2015 and the influencers Mayadorable, Noholita, Sissy Mua, and Esra to announce the launch of the Celio Women brand. To accompany this spot, the brand chose this slogan, a play on words with the famous missing letter L: “Now Celio, it’s no longer without them”.
Founded in 1978, the historically masculine French company already had a foot in women’s fashion via the “be camaïeu” clothing line, launched in 2024 after the acquisition two years earlier of the Camaïeu brand.
In a press release, Celio said it was “continuing the success of the women’s offering launched under the be camaïeu brand”, which currently represents 30% of turnover in the stores concerned. This “unified and readable” brand will initially be deployed in 27 points of sale in France, including 19 mixed stores, specifies Celio.
By the end of 2026, Celio wants to open a total of 30 mixed stores and increase this figure to more than 100 by 2030. The group currently has 517 stores worldwide, including 289 in France.