Fortrove News

In the realm of fashion and luxury goods, Miss Tweed has been a Paris-based publication making waves in the industry. In an interview with WatchTime, founder Astrid Wendlandt discusses the launching of her publication, history within the industry and more.


When asked for the reason why she launched her publication, Wendlandt said, "The luxury goods industry has become one of the main pillars of the global economy. I felt there was no genuine independent media — aside from wire news services such as AP, Bloomberg and Reuters which are generalist — who could provide reliable information on what was going on in this powerful industry. There are not that many professional providers of fair, balanced and accurate news specialized in the fashion and luxury industry."

Most media depend on the advertising budgets of big luxury brands. Therefore, they cannot bite the hand who is feeding them. And the industry’s No. 1 player, LVMH, controls some of France’s most influential publications such as Les Echos, Le Parisien, and recently it acquired 40 percent of the French weekly Challenges, which is one of France’s most respected business weekly. LVMH also owns a minority stake in Business of Fashion.

I launched Miss Tweed in June 2020, between two lockdown periods in France, because I had a major scoop about Richemont and I thought the timing was right to make this “leap of faith.”


"I became Reuters’ first ever European luxury goods Correspondent in 2008," said Wendlandt when asked about her background in the industry. "So, I have been covering this industry now for 13 years. Back then, Reuters wanted to promote me from Correspondent to Senior Correspondent and they were looking for a “safe pair of hands,” a person with a solid track record of breaking stories and who was regarded as a fast and reliable writer. I think this is why they offered me the job. Before that I was writing about telecoms and technology for Reuters, and in the early 2000s, I was Moscow and London Correspondent for the Financial Times."


Wendlandt was then asked about the meaning behind the name Miss Tweed, to which she said, "Because it is musically pleasant to my ear. “Miss Tweed” sounds joyful to me. Because Miss Tweed is short and easy to remember. “Miss” is my way of getting back at former French president François Hollande who banned the use of the word “Mademoiselle” in France in 2012. Now women are only called “Madame” in France. A Mademoiselle (as in Mademoiselle Chanel) was a woman who never married. It was a term also reserved for young ladies. “Tweed” refers to Sherlock Holmes’ tweed jackets and Chanel’s famous tweed."

Information originally sourced from WatchTime.