Slow Fashion with Luxe Provence
Stepping onto the garden-facing veranda of her home in the perched hilltop village of Fuveau, American-born fashion designer Tarik Koivisto often begins her day here, surrounded by tranquility. Amid the dawn chorus, she sketches and designs pieces for Luxe Provence, the slow fashion brand she founded in 2017.
Tarik lives slowly and with intention, even drawing inspiration for her brand’s logo from the three lofty cypress trees visible from her veranda. “My main atelier is just a kilometre away—it's where prototypes are often created and where I spend time with Laure finalizing every detail of each piece,” Tarik says. “I’ve learned so much from my couturières here, especially Laure, who lives just down the road. She’s helped me design prototypes and small series from the very beginning, and she has taught me so much French couture vocabulary.”
Tarik is proud to collaborate exclusively with two women-run ateliers: one in Provence and another in Paris’s renowned Le Sentier fashion district. “I’ve also worked with two fabulous women in Marseille, one an incredible seamstress who regularly works on Louis Vuitton’s haute couture collections,” she adds.
The twist of fate that led Tarik to France carried with it the promise of a life rooted in artisanal craftsmanship. “Each time I visited France, I would bring back a French artisan-crafted piece for my home to cherish. I found the artisans fascinating, full of pride and joy,” she shares.
“Each time I visited France, I would bring back a French artisan-created piece for my home to cherish. I found the artisans fascinating and full of pride and joy.”
By the time Tarik, her husband and their two boys (then aged 3 and 5) moved to Provence in 2011, the long-planted seeds of home had already begun to sprout. “My husband grew up in the south of France, and we visited family in Provence about once a year. I was smitten,” says Tarik, who had never considered living in the Hexagon until she met her French husband in California.
Enamoured with the region’s rich artistic history and the same stunning light that also left marks on Cézanne, Matisse and Picasso, Tarik persuaded her husband to relocate their entire family to the Provençal countryside. They eventually settled in a quiet corner of Fuveau, on the outskirts of Aix-of-Provence, just a short drive from the family's favourite seaside town of Cassis.
Tarik Koivisto; Audrey Jumpsuit; Photo by Laura Saur.
Previously working for start-ups and in product development, Tarik segued into branding at the helm of Narratif Design, where she developed her voice both as a writer and a creative. “When I moved to San Francisco in my early twenties, I became inspired to be a designer and studied at UC Berkeley,” Tarik recalls. “I was already in my twenties and thought it might be too late for fashion, so I focused on graphic design and branding to continue my career path,” she confides.
Years later, impressed by the effortless chic style of the French locals in their summer linen dresses, Tarik was compelled to design a dress of her own—and it sold. Without ever imagining she would launch a fashion brand in her forties, Tarik brought her mature sense of responsibility to her new venture, choosing to work exclusively with sustainable European linen. “I wasn’t going to create a fashion brand in my forties that polluted the planet, so I wanted to be sure to create and produce the right way—sustainably—from the start, and it took a lot of time,” she says.
“I wasn’t going to create a fashion brand in my forties that polluted the planet, so I wanted to be sure to create and produce the right way—sustainably.”
That initial phase stretched over several years, including a mandated pause when Luxe Provence’s main atelier was requisitioned by the French government during COVID to produce masks and gowns, right as the brand was gaining traction and Tarik had begun stocking retailers in both Japan and the United States. “It’s been a real challenge. That’s also why I am keeping things small for the time being,” Tarik notes, all while keeping her sights set on future growth.
A pioneer of the slow fashion movement, Tarik has embraced the work and life rhythm of Provence, soaking up inspiration from its serene landscapes. Her designs—from flowing dresses to flattering jumpsuits—reflect the languid beauty of southeastern France, evoking the distinctive charm of Provençal summers, where tranquility is broken only by the daytime serenades of cicadas and the heady fragrance of lavender.
Artemis Gown; Model: Louise Pascal; Photo by Tarik Koivisto.
Undoubtedly, the allure of a Luxe Provence linen-made piece lies in its timelessness and affectionate nod to slow living, beginning with an immense respect for the environment and exquisite local artisanry. Each design is artfully conceived against the backdrop of pristine gardens and sumptuous bastides, offering glimpses into the area’s patrimonial richness. The muted colours, feminine silhouettes and soft fabrics are a testament to Tarik’s own understated elegance, which she wears with remarkable poise and grace.
“Linen is one of the oldest and most environmentally friendly fibers, requiring far less water to grow than cotton and needing no pesticides or chemical fertilizers to thrive.”
Tarik in her atelier. Photo by Jules Rolland.
As is customary in luxury, Tarik personally inspects and feels each piece of linen she contemplates working with, envisioning potential designs and anticipating how the fabric will rest against the skin. “Whether it’s a linen gauze, which is so beautifully ethereal and ideal for a hot summer dress or a beach cover-up—or a woven linen herringbone, perfect for linen jackets and blazers. I love textures,” Tarik explains. “Combining different linens to craft new effects, I’m always looking to push boundaries and innovate in how linen is used in clothing.”
Tarik picks linen as the primary material in her collections for its sustainable qualities and naturally breathable texture. “Linen is derived from the flax plant and ours is 100% of European origin,” Tarik says. “It’s one of the oldest and most environmentally friendly fibers, requiring far less water to grow than cotton and needing no pesticides or chemical fertilizers to thrive.”
“From the beginning, I selected linens very different from those traditionally used here for clothing, and my ateliers were resistant (‘Ce n’est pas possible!’), but I pressed on and the dresses came out incredible, to everyone’s delight! From our linen gauze in the Iris dress to the new Colette dress, which features a heavier linen for the bustier combined with a flowing, lightweight linen skirt, each linen is chosen with precision and care for its movement and its role in the design.”
“Each linen is chosen with precision and care for its movement and its role in the design.”
Iris Gown; Model: Louise Pascal; Photo by Tarik Koivisto
Each Luxe Provence item is ethically made in France, selon les règles de l’art, by the finest artists, ateliers, and couturières in the region. “We combine high-quality natural and sustainable fibers with expert French savoir-faire to create timeless, classic collections designed to be worn for years to come,” Tarik explains of her signature pieces, which exude romanticism and flow gracefully in the Mistral wind.
Jumpsuits have become exceptionally popular. “Both the Audrey and Dominique jumpsuits are designed with movement and to suit a variety of body shapes, crafted in a sublime, soft linen that’s a breeze to move in,” Tarik says of her designs, which seamlessly blend traditional craftsmanship with modern silhouettes. “I absolutely love seeing women from 30 to 60 in these—every one of them looks amazing! The cut is wide through the hips and legs but gently cinched at the waist, just enough; women look and feel wonderful in them, and this makes me so happy.”
Dominique Jumpsuit; Model: Louise Pascal; Photo by Tarik Koivisto.
Provence remains Tarik’s muse. From its château-style homes with timeworn stone walls and weathered shutters to the lush olive groves and splendid mimosas arching over a territory steeped in history and country elegance, the craftsmanship here is unrivalled. The Luxe Provence Maison collection is an homage to all that and more.
“When we dream of Provence, we also dream of the beautiful bastides and country homes where people entertain in,” Tarik reflects. “Our summers are filled with outdoor entertaining with local friends and visiting guests, and I wanted to give the iconic Provence-style table linens from the markets a fresh, modern twist. That’s why I created the Maison Collection, blending traditional indigènes block printing techniques with our quality natural fabrics,” Tarik says. “The colour palette and designs are all in harmony with the Luxe Provence lifestyle, and each piece is an artisanal creation offered in limited edition.”
Regarding the candles featured in the collection, Tarik explains, “They’re all limited edition with reusable vessels made by local ceramicists with three bespoke Provence-inspired fragrances created in collaboration with perfumer Stephanie Bakouche in Grasse: Mediterranean Fig, Garrigue—inspired by the Luberon, not your classic lavender, but you’ll catch a whiff, and Rose Azur—a fragrant journey to the Riviera.”
Aixoise linen tablecloth; Photo by Tarik Koivisto.
The result of Tarik’s vision and unwavering dedication are collections of impeccably crafted, made-in-France pieces that honour both traditional and present savoir-faire while appealing to the luxury preferences of her international clientèle. A men’s line is also on the horizon for Luxe Provence.
Tarik’s adopted home continues to spark her creativity and passion for photography. During golden hour, she captures her creations alongside the talented actress and model, Louise Pascal. “I design each collection inspired by Provence's natural beauty and Mediterranean lifestyle. And, of course, as Americans, we always look to the French for that effortless chic style,” she says.
Cézanne shirt; Model: Louise Pascal: Photo by Tarik Koivisto.
To view the current collection, visit Luxe Provence, or follow on Instagram and Facebook.
TEXT BY FATIMA RIZZO