Souleiado Heritage: A Timeless Dance Between Craft and Sunlight

Rooted in the golden soil of Provence, Souleiado has been weaving its story since 1806. As the last guardian of Indienne printing in France, the brand is more than fashion—it is living heritage. Indeed, Souleiado is known for its radiant colors and botanical patterns, carrying the soul of the South into every collection. Through the years, from traditional wooden block printing to contemporary design, its journey has become a masterclass in cultural preservation and joyful innovation.

To gain deeper insight into the heart of Souleiado heritage, we sat down with Stéphane Richard, the brand’s president. Together, we explore the house’s identity, its design philosophy, and the sunny future of this iconic Provençal name.

Souleiado: Stitching Heritage into the Future

1. Souleiado’s roots trace back to 1806, with a significant revival in 1939. How has this rich history influenced the brand’s identity today?

Souleiado’s history is the foundation of its identity. As the last maker of Indiennes, the brand proudly stands as the guardian of a rare and ancestral craft: woodblock printing. Over time, this heritage has shaped a powerful visual identity—recognizable prints and vibrant colors that are passed down from generation to generation. More than just a fashion label, Souleiado is a cultural and historical icon. In fact, it is a living memory—constantly reinterpreted and thoughtfully updated to resonate with today’s world.

2. The term ‘Souleiado’ means ‘a ray of sun after the rain’ in Provençal. How does this concept reflect in your collections and brand philosophy?

The word Souleiado evokes light, warmth, and radiant simplicity. It lives through every collection in the form of bright, luminous, sun-drenched hues and motifs inspired by the natural world, particularly plants. These colorful prints capture and reflect the light with elegance and warmth. More than a name, it’s a sunny philosophy—a joy of living rooted in family celebrations, village festivals, and the rhythm of life. It’s a legacy that continues across generations.

3. How does Souleiado balance its deep Provençal heritage with the expectations of contemporary fashion consumers?

This is the core of Souleiado’s work: maintaining a delicate balance between honoring its heritage and making it relevant to the present. Reimagining traditional prints without betraying them—enlarging, recoloring, redrawing, mixing—this is our creative essence. Designers explore the archives as if searching for treasure, aiming to find patterns that will resonate with today’s fashion audience. Natural elements feature heavily in both prints and materials. Our company, still human-sized, collaborates with artisans and small workshops—a real asset.

4. Souleiado is known as the last maker of ‘Indiennes’ in France. Can you share insights into the traditional techniques still employed in your workshops?

While most printing today is digital and increasingly eco-conscious, Souleiado keeps the ancient woodblock technique alive through its museum in Tarascon and public demonstrations. Although the original workshop is no longer active, its essence survives. Modern techniques allow us to preserve and reproduce the richness and beautiful imperfections of the 19th-century indienne style.

5. With an archive of thousands of textile designs, how do you decide which patterns to revive or reinterpret in new collections?

Our textile designs are organized into families (floral, geometric, dotted, etc.). Trend forecasting plays a part, but some patterns just won’t leave the spotlight—they return time and again like Proust’s madeleines. Others lie in wait, hoping to shine. Ultimately, there’s always a bit of magic and unpredictability involved. Every collection brings its own surprises.

6. How do you ensure that the craftsmanship remains authentic while adapting to modern production methods?

Modern methods are repurposed to serve authenticity. We strive to preserve the “imperfections” and reproduce the look and feel of a 19th-century indienne print with as much precision as possible. Innovation is at the service of tradition, not the other way around.

7. Souleiado has collaborated with designers like Chantal Thomass and inspired others like Christian Lacroix. How have these collaborations shaped the brand’s evolution?

Collaborations offer new perspectives on Souleiado’s rich heritage. By inviting stylists and designers to reinterpret our legacy, we keep the brand fresh and innovative. Often, these creative voices explore ideas that fall outside our traditional framework. As a result, they help Souleiado evolve, grow, and remain culturally relevant in an ever-changing fashion landscape.

8. In what ways has Souleiado’s presence in popular culture, such as being favored by figures like Lady Diana, impacted its global recognition?

Souleiado feeds into a universal dream of Provence—romantic, free-spirited, and sunlit. A standout moment was Bloomingdale’s 1955 exhibition in New York, which launched the Souleiado phenomenon in the United States. Cultural figures like Lady Diana only helped amplify this poetic vision internationally.

9. How do you approach innovation while staying true to the brand’s historical roots?

We begin by setting clear boundaries: innovation must always serve our heritage. Yet, these rules aren’t restrictive but rather liberating. With thousands of patterns and colors at our disposal, we’ve used only a fraction of our archive so far. Indeed, Souleiado is for everyone—all ages, all budgets, and all occasions. From fashion to home décor, our expressive possibilities are truly endless.

10. What are Souleiado’s aspirations for the coming years in terms of product lines or market expansion?

We aim to expand our fashion collections, making them more inclusive across generations and occasions. We’re also bringing back our successful homeware line from the 1980s. A more immersive customer experience is in the works, including ventures into new, undisclosed territories. International expansion is key—once boasting over 100 global stores, Souleiado dreams of reclaiming that reach, riding the mistral back into the world spotlight.

11. Are there plans to introduce new categories or collaborate with contemporary artists or designers?

Yes, but you’ll forgive me for keeping the names to ourselves. More on that very soon

12. How can customers experience Souleiado’s offerings today, and are there any upcoming events or pop-ups planned?

You can find Souleiado in our 20 boutiques across Provence and Paris, as well as online and through our social media platforms. For summer 2025, we’ve just opened a new pop-up in Nice at Cap 3000. After all, events and pop-ups are part of our DNA. Stay tuned, more announcements are coming soon.

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