Humility, La Fée Maraboutée’s sister brand, opens its first Paris boutique in Le Marais

Ten years after its launch, Humility has opened its first Parisian boutique. A sister label to La Fée Maraboutée, the discreetly chic womenswear brand is growing at its own pace. It has just opened the doors of its first Parisian boutique in the Marais, at 11 rue Malher, on the corner of rue des Rosiers.

The brand has taken over the space of multibrand retailer Camélia and now enjoys strong visibility in this highly competitive part of central Paris, attracting both French and international customers. It sits within a nearby retail mix that includes Free People, Cotélac, Balzac, Desigual and Cos.

Launched by La Fée Maraboutée founders Jean-Pierre Braillard and Virginie Mangano, Humility distils pared-back womenswear with understated elegance. Established in 2016 with a proposition radically different from the Roanne-based group’s flagship brand, the label swaps bohemian prints for a more architectural, almost monastic, aesthetic.

The current wardrobe champions ‘effortless’ elegance: oversize cuts, structured lines and a discreet colour palette (black, anthracite, chalk, khaki). Key pieces include the precisely cut Riu trousers, apron dresses with a workwear accent and, true to the group’s DNA, knitwear crafted in bouclé or textured wool blends. Pricing, slightly higher than at La Fée Maraboutée, ranges from 140 to 270 euros, with production predominantly in Europe, particularly Italy.

In terms of distribution, Humility remains selective, relying on a network of around 110 specialist multi-brand retailers, such as Solana in Paris and Lilyaké in Bordeaux. The brand is present through this channel in key European markets: the UK, Germany, Italy, Spain, and the Benelux region.

In recent years, the group has also been developing direct sales, both online and in-store. It is testing its mono-brand concept with a pilot location opened in 2023 in its home region, Lyon, at 24 Grande Rue de la Croix-Rousse, a laboratory that has helped refine the customer experience by adopting a concept-store approach and incorporating jewellery and home décor brands. Today, the brand is strengthening its visibility in department stores with around a dozen strategic corners, notably at Printemps Nation in Paris as well as at Galeries Lafayette in Reims and Tours.

The brand is also active internationally, having presented in Taiwan this summer, during the Mode in France event, its spring-summer 2026 collection inspired by the work of Japanese architect Tadao Ando. This collection will, of course, be showcased in its new Paris boutique.

The French group headed by Gaëlle Lelong does not disclose the brand’s financial performance. In 2024, despite a downturn in business, the parent company, La Fée, posted sales of over 37 million euros and remained profitable.