In the Jonak offices, a phrase often comes up when we talk about the new stylistic direction: Calm but very determined, Lisa Nakam imposed this color long considered classic as a sign of modernity, far from the simple winter basic. Behind this statement there is a precise vision of style and the feminine silhouette.
Granddaughter of the founder, she joined the general management in 2011 with the idea of updating this house born in 1964 without distorting it. Between family traditions and a digital shift, between iconic moccasins and biker boots, the manager is shaping a brand capable of speaking to several generations. And his own locker room clearly serves as a laboratory.
Lisa Nakam, the heiress who shakes up Jonak
At the head of the third generation, she manages marketing, image, e-commerce and international, while the brand sells between 500,000 and 1 million pairs per year in nearly 100 points of sale. Her credo can be summed up in one sentence: , she explains in an interview with the magazine.
The day, she describes herself. In the evening and on weekends: she likes to surprise, have fun, and dare to wear more feminine outfits. This taste for duality is found in Jonak, between soft Duedi moccasins in powder pink and Bichette boots with a chic truck look.
When brown becomes the new black at Jonak
For two years, one color has dominated his radar: brown. In the collections, this translates into a palette of browns, from chocolate leather to sand tones, even in the new monogram and corners like the café installed at Galeries Lafayette Haussmann.
For everyday wear, she likes to pair it with her jeans + white t-shirt uniform, or with more precious materials like embroidered jacquard and brocade that she likes. Brown then allows you to calm down a strong print or, on the contrary, to warm up a minimalist silhouette, both winter and summer.
Belts, ballerinas and chunky: Lisa Nakam’s fashion radar
In her wardrobe, the belt plays a key role: Added to this is a collection of jeans of all cuts and a permanent stack of necklaces, her signature combo.
As for shoes, she returned to ballerinas: Conversely, she got tired of them, because This attention to proportions is found in the boot lines, up to the +Fit models designed for different calf widths.
Who is Lisa Nakam at Jonak?
Lisa Nakam is the Associate Managing Director of Jonak, third generation of the founding family, in charge of strategy, image and digital.
Why does Lisa Nakam say brown is the new black?
For her, brown offers as many possibilities as black, with softer shades that are easy to wear all year round, from summer sandals to winter moccasins.
How to adopt brown in your daily looks?
She recommends it with denim, off-white or worked materials, always starting from the shoe to build the silhouette.
What accessories are underrated according to Lisa Nakam?
The belt, which she considers capable of transforming a dress, a coat or a blazer by completely redrawing the line of the body.
What shoes does Lisa Nakam avoid?
She says she’s not convinced by heeled flip-flops on herself and is tired of chunky sneakers worn in all circumstances.
