New collection
DMN
Three letters, and one rather simple idea: menswear tailoring belongs to women too, provided it is cut for them.
DMN is a Parisian label founded in 2018 by Joanna and Pascal Yefet, sister and brother. They design a complete wardrobe, but everything begins with the jacket.
The house sums up its intention in three lines: “Beauty as a state of mind, the best as a standard, luxury as a mantra”. And a conviction to match: every day is a special occasion to dress for.
That is what sets DMN apart from a conventional office wardrobe. The label speaks of “luxury as an everyday experience” and builds complete wardrobes conceived for active women, with pieces that carry from day to evening without changing register.
The execution rests on two things, always the same: the cut and the finish. A DMN jacket is recognisable by its clean shoulders, its precise length, and often by a detail that lifts it out of the strictly formal: an embroidered pocket, a jewelled button, an unexpected print beneath a very sober collar.
The house is now stocked in some forty boutiques across France, and as far as New York. On the French Riviera, Le Shop 17 is one of its stockists, which is no accident: this is exactly the kind of wardrobe Cannes has been missing, somewhere between the too demure and the too dressed up.
Tailoring, the heart of the house
Six jackets, six ways to hold a silhouette. The blazer is the piece DMN is judged on, and it is also the one that transforms a look the most: cut properly, a jacket squares the shoulders and lengthens everything else.
Noa Blazer
Pure tailoring, the jacket you throw over absolutely everything.
990 €
Anita Blazer in taupe
Taupe herringbone and an embroidered pocket. The detail that lifts the jacket out of the strictly formal.
990 €
Anita Blazer in light grey
The same Anita in light grey, brighter, with an embroidered pocket too.
990 €
Armand Blazer in camel
A camel tone and an embroidered tennis motif. Sportswear sent to the tailor.
850 €
Sacha Leopard Jacket
Cropped cut, leopard print. The one you slip over jeans that does all the work.
890 €
Annette Jacket in pink
Colour worn with conviction, to pair with the Paula tuxedo trousers in the same tone.
690 €
Printed silks and jewelled knits
Around the jacket, the house builds the rest: printed silks that can be worn as a set, and knits where the button becomes a piece of jewellery.
Penny Shirt
Leopard print silk. Worn on its own or under the Noa blazer.
510 €
New Joseph Trousers
The counterpart to the Penny shirt, for a full leopard silk look.
590 €
Charlie Shirt
Paisley print, the most scarf-like piece in the DMN wardrobe.
590 €
Alexandre Trousers
Paisley print silk, to match with the Charlie shirt.
590 €
Joelle Cardigan in black
Silver jewelled buttons. A knit that stands in for a jacket without looking casual.
720 €
Perle Sweater in black
A jewel set at the pocket. Simple black, but never flat.
620 €
How to wear a DMN jacket
The strength of this wardrobe is that it combines. The prints work as a complete set, shirt and trousers in the same silk, but equally apart: the Penny shirt under a plain blazer, or the Alexandre trousers with a simple black knit.
On the cut, one rule only: a tailoring jacket is judged at the shoulders. If the shoulder sits right, everything else follows. It is the first thing to look at in the fitting room, before even the sleeve length, which can always be altered.
Come and try it on in Cannes
The DMN selection can be seen and tried on in store, at 15 rue Notre-Dame, 06400 Cannes, Monday to Saturday from 10am to 7pm. The Le Shop 17 team can be reached on +33 (0)4 93 39 46 46, by email at info@leshop17.com, or on WhatsApp for any question of size, colour or availability. You can also follow the boutique's news on Instagram, @leshop17.
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