Evelyne Dumon, founder of Rhúne, combines creativity, storytelling, and sustainability to craft timeless, versatile fashion. Inspired by her journey as an entrepreneur and designer, she shares her vision for Rhúne and insights into the industry.
What inspired you to launch Rhúne?
Years ago, I ran a multibrand boutique showcasing curated French and Scandinavian fashion labels. While the boutique grew and thrived, I felt an urge to express my creativity in a way that went beyond what existing brands could offer. I wanted to create something truly unique and timeless—pieces with a rich narrative that would resonate with my customers. Rhúne was born out of that desire, as a brand that blends storytelling with style in a way that feels both fresh and enduring.
How did your journey in the fashion industry begin?
Fashion has always fascinated me. When Instagram emerged, it transformed the way I saw the world, allowing me to explore how people from different backgrounds express themselves through style. At the time, I was working as an online marketer and already had a solid understanding of the industry. But when I unexpectedly lost my job, I found myself standing at a crossroads. I stumbled upon a small retail space on my favorite shopping street—coincidentally near my cousin’s boutique—and I decided to take the leap.
Entrepreneurship felt natural, almost like it was in my DNA. Coming from a family of business owners, I had the confidence to create something of my own. Fashion was the perfect avenue—it’s a creative outlet that brings beauty and positivity into daily life, and that’s something I’ve always needed to thrive.
How do you think the fashion industry could improve?
The industry is moving so quickly that it often prioritizes quantity over quality. True investment pieces are rare and are often either inaccessible high fashion or fast fashion from retail chains, which tend to focus on trends over timelessness. High fashion is beautiful but not always practical for everyday wear, while fast fashion sacrifices quality and ethical standards.
The industry needs a significant shift. Sustainability and ethical practices should be the rule, not the exception. As someone deeply concerned about the environment, I feel a responsibility to create fashion that minimizes harm to the planet. It’s about more than just better production; it’s about making intentional, conscious choices at every level—whether as designers or consumers—to create a sustainable future for the industry.
Do you have any goals or dreams for Rhúne?
Absolutely—it feels like Rhúne’s journey is just beginning. My ultimate goal is to inspire as many people as possible and share our unique style with the world. We’re looking forward to expanding Rhúne’s presence and connecting with even more people who resonate with our vision. The possibilities are endless, and that’s what makes the future so exciting.
What advice would you give to consumers?
Focus on quality over quantity. Invest in pieces you can wear all day—from morning school drop-offs to work meetings and dinners with friends. Clothing made from natural, luxurious materials is not only comfortable but also timeless.
And most importantly, stay true to your personal style. Micro-trends can be tempting, but they often lead to cluttered wardrobes and unnecessary purchases. Choose pieces that enhance your unique features and express who you are.
How has motherhood influenced your wardrobe?
Before becoming a mother, I had the luxury of time. I would change outfits several times and overthink what to wear for upcoming events. Now, life is busier, and my wardrobe reflects that shift. Practicality has become just as important as style, and I’ve learned to embrace simplicity while still feeling confident and authentic.
How do you balance work and personal life?
It’s definitely a work in progress! My husband and I are both entrepreneurs, so balancing work and family often feels like juggling. We rely on careful planning and aren’t afraid to ask for help when we need it.
We’ve also built a fantastic support system with our team and family, which gives us the space to focus on what matters most. The key is to embrace the journey, learn from challenges, and celebrate the little moments along the way.
What inspires you when designing for Rhúne?
Inspiration comes from everywhere, as long as you keep an open mind. I find it in nature, design, and even small moments with my daughter. Sometimes, I’ll see her wear something in a certain way, and it sparks an idea for a new Rhúne piece. For me, our designs need to feel warm, familiar, and meaningful—something people connect with on a deeper level.
Where do you see Rhúne in 10 years?
It’s hard to predict long-term goals because life is full of surprises. But my hope is to continue growing Rhúne as a brand while expanding our presence in major cities—starting with Paris. I want to keep designing beautiful clothing and building a community of Rhúne women who embody our vision. Ultimately, my dream is to continue creating and sharing pieces that inspire and bring joy for many years to come.
How do you stay on top of the fashion industry’s fast pace?
For me, staying inspired is essential. I draw energy from the beauty around me—whether it’s people, nature, the sea, or even food. When I feel connected to my surroundings, my creativity flows naturally, and that keeps me in tune with the industry.