The new luxury kids brand jourmain was launched this weekend at FashionWeek Amsterdam. The brand is supported by the illustrations of piet paris which are woven throughout the whole brand identity, putting emphasis on its values for true craftsmanship and hand-made processes. Piets work can be seen in the logo, on the garments and could be seen on large scale as a catwalk backdrop and runway floor during the fist collection launch of JOURMAIN.