Founded in Nîmes in 1962 by the 30-year-old Jean Bousquet, the internationally well-known company is named after a bird from the Camargue region of southern France.
Since the very beginning Jean Bousquet aimed at creating a strong international brand identity, through iconic products with high fashion value combined with a totally new use of the emerging media.
His extremely coherent global advertising strategy was unique for that time. The talented photographer Sarah Moon was linked to Cacharel to form a powerful visual identity.
Meanwhile, Jean Bousquet and Cacharel introduced strong themes for the brand — the shirt for the woman, the Liberty and the crepe styles quickly became must-haves in ready-to-wear and are today reinvented with equal success.
This material was initially used for lingerie. Inspired by its magical qualities, Jean Bousquet immediately realised the potential for development. Using its 'resilient' properties he changed the classic shape of the shirt. The 'Cacharel' appeared on the cover of Elle magazine in 1966, and soon after, the iconic French actress, Brigitte Bardot was to be seen with one tied under her bosom. Young girls threw out their bra.
This fashion statement is about a new silhouette: an powerful revolution perhaps more essential than the mini skirt. This shirt is the archetypal revolutionary garment of the sixties' wardrobe, because it symbolises of the freedom of the body.
In 1969 Jean Bousquet won first prize for the export of the crepon shirt.
Jean Bousquet investigated the use of a material hitherto used primarily for English and Scots children's wear. His feeling for the fabric is strong, and he incorporates it in a interpretation of the use of this fabric design.
Its lightness, simplicity, and naturalness immediately reflects the spirit of the age: the Liberty is the perfect for the ideals and ideas of the post "flower power" youth.
Strong designs such as the crepon and the Liberty dress are still represented in the the contemporary wardrobe.