The Design Process: Why We Restarted Forme 01

When we launched the first edition of Forme 01, we thought it was finished.

Then people started carrying it.

As founders and designers, you notice things that no prototype can reveal. How the bag sits on the shoulder after a full day. How often you reach for certain pockets. Whether the proportions still feel right months later, not just during a photoshoot.

The more time we spent with Forme 01, the more we saw opportunities to improve it.

None of the changes were dramatic. We didn't want to create a different bag—we wanted to make the same bag better.

That meant reviewing every detail from the beginning.

We adjusted the pattern, refined the construction, and reconsidered the proportions. We tested different leathers, looked at new finishing techniques, and worked with our manufacturing partners in Spain to improve the quality of the final product.

Some of these changes are visible. Many aren't.

You'll notice the way the bag sits, the feel of the leather, and the precision of the construction, even if you can't immediately point to what has changed.

Restarting Forme 01 also gave us the chance to rethink how we make our products.

Moving production to Spain wasn't simply about changing factories. It meant working with experienced leather craftsmen, sourcing higher-quality materials, and taking more time to develop every detail before production.

We could have continued producing the original version.

Instead, we chose to pause, rebuild, and relaunch only when we felt the bag reflected the standard we wanted for the future of aimée moreau.

The original Forme 01 will always be part of our story. It was the design that introduced our house.

The new Forme 01 carries the same idea, but with everything we've learned since.

What Changed?

• Refined proportions for a more balanced silhouette.

• Updated leather sourced from Spain.

• Improved construction and finishing.

• Redesigned packaging and presentation.