Renoma, Maurice
MAURICE RENOMA: STYLIST, DESIGNER, PHOTOGRAPHER AND SET DESIGNER
A stylist, designer, photographer and set designer, needed a neologism: the term Modographie intrinsically brings together his two main passions, fashion and photography.
Before making photography his essential means of expression, the designer contributed to reinventing fashion in the 1960s, creating the Renoma brand with his brother Michel, a true transgression of the austere dress codes of the time.
Considering fashion as an art form in its own right, Renoma expresses through clothing an original vision free from any aesthetic prejudice. The brand becomes the symbol of a generation in revolution and its creations are worn by iconic artists such as Serge Gainsbourg, Andy Warhol, Salvador Dali, James Brown, Bob Dylan, the Rolling Stones, by politicians such as François Mitterrand, or even by fashion icons Karl Lagerfeld and Yves Saint Laurent.
At the beginning of the 1990s, he developed a passion for a new expressive medium, the image, and took over the artistic direction of the advertising campaigns for his fashion brand. The camera became the accomplice and witness of his wanderings around the world. With it, Maurice Renoma captures the moment without filters and finds poetry everywhere. It is life itself, in its extraordinary beauty and normality, that becomes the main subject of his photographs.
In fashion as well as in photography, Maurice Renoma is adept at transgression, recycling and transformation. His images are instinctive and reflect the creativity of a unique universe in which experimentation is the perpetual credo.
His artistic works have been exhibited in more than 150 galleries and prestigious venues in major cities in North America, Europe and Asia, such as New York, Paris, Tokyo and Havana.
Renoma: The clothing brand
Launched by brothers Michel and Maurice Renoma, who continued the family tailoring business in the ready-to-wear fashion branch and helped reinvent 1960s fashion by breaking the austere dress code of the time.
In 1963, they founded the Renoma company and opened the Parisian boutique in rue de la Pompe. Considering fashion as an art form in its own right, Renoma expresses through clothing an original vision free from any aesthetic prejudice.
Renoma fashion dares new combinations such as costumes in upholstery or technical materials, bright colours, sculptural or asymmetrical cuts. The blazer, taken from English colleges, is fitted, the jacket is short, with wide lapels, deep slits and narrow shoulders, the trousers are straight and low at the waist. The yé-yé style became an international phenomenon also thanks to them.
Today, Renoma’s collections can be found in France, Japan, Singapore, Miami, Cuba, Korea, China and Malaysia.
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