Nour Hammour and Erin Conry Webb, whom we discovered during Paris Fashion Week at the massive Tranoi trade show, make some of the coolest, most covetable leather and shearling jackets we've seen. It came as no surprise when they told us that celebrities like Blake Lively, Rosie Huntington-Whiteley and Kendall Jenner are fans, but it did surprise us a little when they said Jenner and her sister Kylie decided to feature the brand in their recently-launched mobile game. It debuts in the game on Friday, coinciding with a relaunch of Nour Hammour's e-commerce site.
It was surprising because, initially, Nour Hammour was quite exclusive. American ex-pats Hammour and Webb met in Paris at the Istituto Marangoni fashion school, where they began to conceptualize the brand. They went their separate ways for a while and reconvened in 2013 (in Paris) to launch a luxury label specializing in made-to-order leather jackets. You could only get one by traveling to their Paris atelier. "There’s no other brand that really exists who are only making leather jackets the way designers are making handbags and shoes — like an actual statement, 'It' jacket," explains Webb. While the jackets are distinctive, they also have the feel of a lifelong wardrobe staple. "That was the concept: creating a jacket for day to night dressing, for women." Typically, they would make four to five key styles each season, which they would tweak for private clients. The jackets are all made in Paris; Hammour and Webb have found local artisans from France's once-booming leather industry, now diminished due to outsourcing and mass production.
It was probably a smart way to start — lending the brand an air of exclusivity and luxury as it now begins expansion into wholesale (hence its presence at a trade show). Currently, it's available at Shopbop in addition to its own e-commerce site, with several additional stockists in the pipeline for fall 2016. Its presence in the Kendall and Kylie game, which targets young millennials, also seems to mark a shift away from exclusivity.
Webb said Kendall became aware of Nour Hammour through mutual friends of friends. "Kendall's worn our jackets probably four times over the last year or so, and earlier this year she posted on her blog saying that Nour Hamour was, like, her favorite leather jacket," she explains. "They approached us to be involved in their game and for us, their aesthetic is perfect for our client." Hammour and Webb collaborated with the Jenners on a special capsule collection of three styles just for the game, which players can shop in a fictional Nour Hammour store, and in real life. "We launched [the capsule] for our spring/summer collection... users can wear it in the game and then buy it on Shopbop or from us." Through the game, users can also share photos of their looks to Instagram and Facebook (the game itself, like life, is essentially all about gaining followers and building a personal brand), which Webb and Hammour hope they will to build awareness of the brand on social media.
The collaboration mirrors Kim Kardashian's partnership with Balmain for her mobile game, which is produced by the same developers, Glu Mobile. And it's interesting that while Kardashian went with such a well-known, established name, the Jenners chose an emerging brand. Webb chalks that up to the sisters' authentic, risk-taking approach to personal style. "They really do go with styles that they like."
While Nour Hammour's presence on the game will surely spread awareness of the brand to its many users, it seems unlikely that most of them are in a position to afford jackets that cost upwards of $1,500 in real life. Of course, the same could be said of Balmain's presence in Kim's game. Regardless, the Kardashian-Jenners are a good clan to have on your side, and the game's social media component could prove more beneficial to Nour Hammour. Whenever a photo of Jenner wearing their jacket hits Instagram, Webb says "we see an immediate response to viewers and readers contacting us directly to see who the jacket's by, if they can personally make an order. It's almost instantaneous."
Browse Nour Hammour's fall 2016 collection (we're especially in love with the shearling pieces, new for the brand) below.