Fayolle

Denise (1923-1995). French consultant for fashion and advertising. She received a degree in philosophy and practiced figure skating. She began her career as a journalist in 1951 at Votre Beauté. In 1953, she went to Sapac-Prisunic as director for style-fashion and advertising. Her ideas anticipated by a decade what would be a real revolution in clothing during the 1960s. Fayolle turned Prisunic upside down and gave it a new style with the help of some 60 assistants. The guiding policy: even what is cheap can be beautiful, as long as it is redesigned in a consistent, simple way. Her meeting with Maimé Arnodin, even though accidental (due to an article about Fayolle published in 1956 in Jardin des Modes), would be decisive. They became business partners in 1968 and established Mafia (Maimé Arnodin Fayolle Internationale Associés). It would have very important clients (Dupont de Nemours, Aborba, Les 3 Suisses, Yves Saint-Laurent Parfums) and act as a design department for entrepreneurs in the field and as a talent scout. After Mafia was sold to the advertising group BDDP in 1987, they established a new consulting and advertising agency called Nomad (Nouvelle Organisation Maimé and Denise).