Pauline Dujancourt: Balancing Runway Success with Business Growth
As London Fashion Week approaches, designer Pauline Dujancourt finds herself in a whirlwind of activity. Not only is she gearing up to showcase her brand on the runway, but she is also focused on the business side of things, as her brand experiences significant growth.
Following a successful showing at FW25 and SS26, Dujancourt’s brand has seen a remarkable 140% increase in seasonal turnover. With annual turnover reaching six figures, the designer has secured major stockists like Net-a-Porter and Dover Street Market, expanding her reach to global markets such as Singapore, LA, Tokyo, London, and Paris.
Amidst this growth, Dujancourt is now faced with the challenge of scaling up manufacturing and adjusting the merchandising strategy for her collections. Known for her hand-crafted knitwear, she is determined to maintain the brand’s unique and personal touch while meeting the demands of a larger market.
Reflecting on the recent developments, Dujancourt shares, “It’s been a bit of a roller coaster for the past few months as we ramp up production. I’m proud of the team for delivering on both production and collection fronts.”
Having founded her eponymous label after completing her studies at Central Saint Martins, Dujancourt quickly made a name for herself in the industry. Just two years after launching, she was named a finalist for the prestigious LVMH Prize, solidifying her place in the fashion world. This upcoming season marks her fourth appearance on the London Fashion Week schedule.
Pauline Dujancourt.Photo: Courtesy of Pauline Dujancourt
For Dujancourt, the fashion show is more than just a presentation of garments; it’s a way to communicate her brand’s ethos of celebrating womanhood and traditional craftsmanship in a modern context. Bestsellers from her collections include hand-knitted jumpers, dresses, and lingerie-inspired pieces, with prices ranging from £300 to £3,000 for special handcrafted dresses.
As she prepares for the upcoming show, Dujancourt emphasizes the importance of establishing trust and connecting with her audience, press, and buyers. The event will not only showcase her latest collection but also convey a narrative of craft, community, and shared knowledge.
