Faycal Amor creates in 1986 the label PLEIN SUD that is immediately successful in France and overseas. Since the creation of his label, Fayçal AMOR most important concern has been the development of the company’s structures integrating design, manufacture and marketing.
Plein Sud now boasts 15 flagship stores, including ones on Paris' Place des Victoires, London's Walton Street and New York’s Greene Street in Soho. The collection also retails in 400 multi-brand boutiques and department stores including Henri Bendel and Barneys. There's a lower-priced, funkier Plein Sud jeans collection, too.
Faycal is so determined to keep quality control, in fact, that he insists on keeping apparel production within Plein Sud's fully-owned factories, and has steered clear of licenses.
Ironically, Amor publicly infringed his non-licensing rule last night, when he and old pal Joseph Ettegui, the founder of Joseph, hosted an opening party for the new Plein Sud store on London's Draycott Avenue. Joseph will manage the boutique, making their partnership a unique scenario, given Plein Sud's lack of licensing history.
The designer has also developed during the past years various lines complementing the main one PLEIN SUD. Following PLEIN SUD SOIR in 1994, he launches PLEIN SUD SUN in 1995, PLEIN SUD JEAN’S and SHOES in 1997 and PLEIN SUD TRICOT in 1999.