Mademoiselle YéYé is a German vintage clothing company founded in 2013. It is inspired by the YéYé Girls’ style from the 1960s. The company is all about freedom and allowing women to be different and express themselves through fashion. The clothes are designed for strong personalities and the different styles are about highlighting the personality of women without making them feel like wearing a costume. Mademoiselle YéYé’s designs are unique, and they are not only sold in Germany but throughout Europe.
If we are to sum up YeYe in a word, it might be CONFIDENCE. YeYe is the confidence to say I’m going to step right out of the norm and express myself as I want and not care what anyone thinks. To which I say, Yeah! Or even better, YeYe!
Mademoiselle YéYé is aware of the impact that the fashion industry has on the planet and believes that small changes can make a big environmental impact. The company provides an alternative to fast fashion by focusing on more sustainable choices. The apparel is made of sustainable materials such as EcoVero, Tencel, organic cotton, recycled cotton, and Refibra. It is certified by the Global Organic Textile Standard (GOTS) and is PETA-Approved Vegan.
Mademoiselle YéYé values partnerships and the people involved in making their clothing, they support socially fair working conditions in the production process. They have been working together closely with the same factory in Istanbul since the day the business started and visit it regularly to ensure that their production standards are met. The fabric is also audited by the Fair Wear Foundation, the Business Social Compliance Initiative (BSCI), and the Supplier Ethical Data Exchange (SEDEX).
From the “Yeah” of English-language beat music, French yé-yé emerged in the 1960s as more than just a translation of its English pendant. It developed into a musical genre of its own, giving rise to famous singers such as Francoise Hardy and Jane Birkin. YéYé embodies the spirit of the 60s, as well as strong, independent and unique women.
The Mod subculture is another major influence for Mademoiselle YéYé’s fashion. The subculture originated among adolescents from the English working-class who, in the 1960s, wanted to break away from their backgrounds with their elegant, sophisticated fashion style. Among other things, motor scooters and parkas became characteristic of the movement. The Mod Target as the logo of the movement originally came from the corkade, used by the Royal Air Force, and is also reflected in the logo of Mademoiselle YéYé.