The Elle brand of licensed womenswear, children's clothing, and accessories – and soon homewares – has been re-named Elle Création.

The new name and logo represent the Hachette Filipacchi Group's ambitions in the European market, said the November issue of Le Journal du Textile. The agency in charge of the advertising campaign has come up with a new byline: 'When trends come to life'.

The aim is to market this brand to a wider number of retailers, and then open new areas within the stores dedicated solely to the brand, the company said.

By Marc de Laroche