ARTIST changes the frame

For several months and in the shadows, we have engaged in a major overhaul of the site and the image of ARTIST.

Significantly matured after six years of existence, this large-scale project touches on the essentials: the showcase, the way to tell our brand and to give you the desire to access it. A thorough, patient, and demanding job to rethink: the logo, the website, the presentation materials, communication on social networks, the presentation of collections, the writing of newsletters…

A tailor-made team!

To successfully carry out this transformation, we mobilized a team that is as dynamic as it is relevant, even impactful, with complementary and recognized skills. Moreover, their compatible sensitivity and similar vision made the mission as enjoyable as it was complex at the start.

It was not about erasing everything, but about evolving the existing, refining it, making it more readable and more faithful to what we have become.

Maud, a communication consultant, leads the overall strategy and ensures the coordination of all projects.

Manon and Théo, from the Lyon agency "Cher Ami," are working on the artistic and technical direction of the site, both for the smartphone version and the computer version.

Paul, a graphic designer, has dedicated himself to the evolution of the ARTIST logo for Studio BF, the new graphic charter, as well as all the graphics and layouts of the various materials.

Xavier, a long-time guarantor of the overall digital functionality, brings all these concrete elements to life.

( one of the many work meetings via video, with on the right side from top to bottom: François, Xavier, Théo, Brigitte, Maud, Manon .)

From the outside, one might wonder why invest so much energy in a website.
Because it’s hard to imagine, but ours requires a complex architecture for everything to be fluid, intuitive, clear, and perfectly adapted to each user.

The answer lies in a few revealing figures of a major evolution in our usage.

Nearly 80% of visits today are made on mobile phones, in vertical reading. The team has prioritized a reading designed primarily for mobile: instinctive, easy, and playful.

Conversely, a large part of orders is still made on computers.
When you decide to make a purchase, you like to take the time to check the silhouettes, the details, the information… And your large screen remains more comfortable.

Result: practically two sites that coexist — a smartphone version and a computer version, each designed for differentiated uses, without ever losing overall coherence.

To tell without overwhelming. Our values, our stories, and our content shine on the concept of our Art-à-Porter.
But how to tell this richness without making it burdensome? How to convey its soul, its character, and its depth without ever overwhelming? We wanted to facilitate searches, allowing everyone to freely explore and be surprised.

A titanic, constraining, and exciting project that forced us to go beyond our constant questioning. Who are we? How do collections come to life? What is the role of art in our clothing? Why pre-orders? The new site has been designed as a finely balanced space for storytelling, capable of explaining our approach without overwhelming you.

This new site, this new logo, and this rethought visual environment are therefore not a break. They are a continuity. A fairer, more readable, and more current way to simplify the ARTIST experience.

Obviously, this choice has its limits. ARTIST remains a small team, making it difficult to be available 7 days a week, 24 hours a day. But we prefer a sometimes longer response time to an automated response, without real listening. The human dimension defines our identity, just as much as creation or know-how. We have all learned this profession in physical sales, in person, in direct exchange. We wish to maintain, and even develop, this attentive relationship.

To on the occasion of the presentation of the upcoming collection NYMPHÉA, meet us on February 20, 2026, to appreciate the extent of the accomplished task.

Bonus preview: the new logo of ARTIST.

Without denying its origin, our logo evolves to fit into a broader, more structured, more coherent graphic environment with the ARTIST universe. A symbol of this giant leap, it is not just a simple aesthetic change. It is an anchor point, a reference in a visual ensemble designed to support the brand in the years to come.

ARTIST is and will remain a permanent work in progress. A space in motion, where nothing is fixed, where each evolution is a question posed, an attempt, sometimes a risk. It is this dynamic that we wanted to inscribe in this great new step. And it is with you that we want to continue to keep it alive.