the morgan story
For several decades, Morgan has been dressing city girls with its chic and contemporary everyday collections. It inspires sparkle and spontaneity and its wardrobe expresses its core values: Paris, fashion, elegance, femininity and love. The French brand built its foundations on an iconic fashion signature and continues to reinvent itself each season.
The story continues…
Morgan now has 174 stores in France, including 100 branches, 33 affiliates, 28 stands within Galeries Lafayette stores and 8 stands within Printemps stores. Building on its success, the brand now has around 300 stores across the world.
Morgan is committed to making fashion more sustainable. The brand has become a driving force for change now and in the future. Our objective from one season to the next is to continually reduce the impact of our products on the environment. We work hard to ensure that our raw materials are more respectful of the planet, choosing those which are sustainably-produced.
By 2025, Morgan’s goal is to use 100% more sustainable cotton for its products. “More sustainable” cotton includes cotton from farms which are part of the Better Cotton Initiative, recycled cotton and organic cotton.
2019 marked a turning point for Morgan: Iris Mittenaere became the brand ambassador, promoting femininity around the world. Iris reinvented Parisian style by designing collections which are a blend of elegance and modernity. A beautiful story, with new chapters added each season…
In 2017, Morgan joined forces with popular influencer Caroline Receveur to create cute, contemporary looks with a glam rock feminine vibe. Caroline embodies the Morgan woman with her energy, free spirit and bubbly personality.
Morgan continued to collaborate with influential women and in 2018 paired up with famous international model Georgia May Jagger to create two capsule collections with defiantly on-trend rock accents. Sophisticated styles to dress modern, independent women.
In 1996, Morgan showcased love in its campaigns which became cult adverts. A number of celebrity couples agreed to be photographed in Morgan: Yannick and Heather Noah, Laeticia Casta and Jean Galfione, Carla Bruni and David Ginola or Estelle and David Hallyday.
Very quickly, the brand went global and as early as 1991 began to open stores around the world. Morgan became the go-to feminine ready-to-wear brand in the 90s, working with numerous stars, photographers and models to fly the brand’s flag.
The brand opened its very first store in 1988 and decided to differentiate itself from its competitors by placing love at the heart of its identity. The brand adopted a signature which would quickly become famous due to its legendary campaigns and iconic slogan “Morgan de toi” on which the brand built its reputation.
Creation of the brand
Morgan de Toi was founded in 1987 by sisters Odette Barouch and Jocelyne Bismuth. The pair decided to enter the world of fashion by taking over the old lingerie workshop purchased by their parents in 1967: E. Morgan. Embracing love as the brand’s core value, the sisters chose the iconic heart shape as their logo. Morgan showcases elegance à la française, with Paris as its playground. The brand developed a strong visual identity which it communicates through its values: fashion, love, sparkle, elegance and femininity, every day.