Brand strategy for an emerging Quebec couture house inspired by the Northern wild.
Maison Préfontaine had real craft, a strong founder vision, and a clear love for Northern wild culture. But the brand was still reading as cowboy-inspired womenswear niche, seasonal, and easy to mistake for costume. The category itself was the problem: western fashion either dresses people up, or waters wildness down into safe elegance. Neither was where Maison Préfontaine belonged
We helped the brand stop competing inside the western category and start defining its own Northern Wild Luxury. A couture house for people who live wild on the inside and refuse to be tamed on the outside. We rebuilt the strategic foundations: a sharper ambition, a magnetic archetype (the Glamour Outlaw), a clear territory, and a single line that holds the whole thing together: Crafted for the untamed.
“
Sonya and Jean helped me clarify my vision and finally know where to focus. I came out of the work with energy, direction, and a clear sense of where to push.
Catherine Prefontaine
Founder at Maison Prefontaine
