alcée is a Japanese women's casualwear brand that started at the select shop FEEL GREEN. It debuted on February 10, 2020. The brand name alcée means hollyhock in French and derives from the flower's meanings of “ambition” and “fruitfulness.” The brand envisions active, positive modern women who lead busy lives, and offers natural, feminine styles. It is committed to creating garments that can be cared for at home and focuses on dresses.
Concept
alcée means hollyhock (the flower) in French. The hollyhock's meanings in Japanese include “ambition,” “aspiration,” “fruitfulness,” and “noble, dignified beauty”; its meanings in English are “ambition” and “fruitfulness.” The hollyhock is a sturdy flower that grows its stem straight upward and bears many flowers. It evokes the image of active, positive modern women who lead busy lives.