La Maison en Pierre is a unique collection of vintage linen accessories embroidered by hand. The collection is inspired by Provence, hand—made by the best Italian artisans. In Coast & Country Anna Covelli, its Founder, shares her story and passion for vintage textiles. La Maison en Pierre—is a Provence moment.
It was love at first sight when Anna Covelli and her husband Stefano embarked on a three-year renovation project. They fell under the spell of La Maison en Pierre, a 17th century stone mas in the Luberon. Wild and welcoming are the watchwords for this beautiful region with its wild landscape and welcoming people.
Luberon was largely deserted until artists started to colonise the villages of Gordes, Roussillon and Lacoste in the early part of last century. There is an abundant charm of Luberon villages that are scattered with the old stone farmhouses, called mas, exactly like La Maison en Pierre.
VINTAGE COMES TO LIFE
La Maison en Pierre creations are, in fact, fully sustainable, as nothing new is produced for this collection. ‘Nothing is created; everything is transformed’. From the vintage linen to the leather, which is bought from the production’s surplus of the best Italian accessory industry. The slower pace of regional life helps in the creation of the collections and caring for the environment. The vintage linen showcased its natural being—from irregularities in the threads to the colour and designs available. Italian artisans shine—as they take the vintage French fabrics from France and transform them into Anna’s designs. These are La Maison en Pierre accessories that come to life from local centuries old know-how. They are products that have been nurtured through a continuous relationship by Anna over the years.
Anna on the beauty of vintage: ‘Through the years, I have been a passionate collector of French vintage fabric. In my eyes, the uniqueness, beauty, strength and imperfections of the rolls of vintage hemp and linen became the ideal trait d’union for a collection of accessories which captures the essence of Provence, the love for the simple things, the slow pace of life and, above all, respect for the environment.’
INSPIRED BY PROVENCE
Anna shares some of her life moments and what captivates her about Provence and the continuous source of inspiration from the region.
BLM: Anna, were you interested in slow fashion and the appeal of vintage before discovering the beauty of the Luberon region?
Anna: Growing up in Italy, I inherited the love for good natural material and a great cut. My grandma taught me to buy the best possible coat, knitwear and shoes, which would stay in our wardrobe for years. The term ‘slow fashion’ wasn’t a thing then, but effectively that was Italian and French fashion at the time. I miss the abundance of local independent artisans and tailors we had a few decades ago.
THE CULTURE OF WORK
BLM: Luberon—what makes this such a special place to live and work?
Anna: Luberon is a natural regional park in Provence. It is one of the greenest parts of Europe. It’s a dream to live here, close to nature and its seasonal wonders: the rotation of fields of lavender, poppies, sunflowers, vineyards and cherry orchards is a never-ending gift. There is also a strong community of creative people, living and working here, very supportive of each other and also international. I particularly enjoy working with the photographers here, but the artistry, experience and skills of the Italian artisans reamain unbeatable.
BLM: Mixing the cultures of Italy and France—how is this reflected in your lifestyle and everyday life?
Anna: The mix of the two cultures is reflected in my kitchen and in my wardrobe. I am passionate about cooking simple Italian recipes and I am delighted to be able to use the produce from my vegetable garden, or sourcing the best Provencal vegetables and cheeses from the local farmers at the marchè. One of my loves is Italian quality of wool, cashmere and silk when it comes to clothes, but the French attitude and charm when wearing them is unparalled! I also love the French taste in decorating country houses, the patina of their furniture, and their respect for authentic features really resonate with me.
THE SUSTAINABILITY ETHIC
BLM: Sustainability is at the heart of your collections. Has this impacted on how you view the design and creation of your products.
Anna: We are creative in minimising waste in our production, for example as we cut the fabric for the bags, we always have some extra stripes of fabric at the side. That fabric is the perfect dimension for our beautiful belts in vintage linen and solid brass buckles. Sustainability is respect for the enviornment, but also for the people who work sustainably, the artisans. We have no seasonal collections, we do not keep the unsustainable pace of the fashion industry. The idea of ‘season’ in fashion creates an incredible amount of unsold surplus and it is not feasible if you work with European artisans who craft their creations by hand.
BLM: The beauty of your designs lies in the unique aspects of each piece. How do you begin each design and what are the must-have inclusions to reflect the brand’s provincial essence?
Anna: The brand’s Provencal essence lies in the beautiful natural, imperfect, vintage fabric, and the design inspired by the slow, country life we live in the South of France. We love to match each roll with beautifully printed cotton or linen linings. Each design is talked through with the artisans who consider the characteristics of every roll of fabric, for instance the composition, the thickness, the dimensions. Starting from the fabric, we choose the best design for each piece. It is a time consuming process, but necessary when one works with vintage fabric.
IT’S IN THE DETAILS
BLM: The beauty of something is in the smaller details. La Maison en Pierre is probably one of the very few brands today to keep the art of hand-embroidery alive. What inspired you to offer artisan customisation?
Anna: My grandma used to have her initials hand-embroidered on her shirts, bed linens and napkins. I think it’s a lovely touch and deserves to be seen, especially if hand embroidered. We often consult with the client about the colour, dimension and position of the initials, so that our creations become very personal and unique.
BLM: La Maison en Pierre has unique attributes in its style and creation. How will you sustain this when looking to the future?
Anna: We’ll continue to do what we love and believe in. In the future, I would like to find new types of fabric, and possibly widen the creative collaboration with other artisans, in Italy or abroad.
SOME LIFE MOMENTS
BLM: The vintage essence of La Maison en Pierre resonates throughout the collections. How does this influence your own personal fashion style?
Anna: I love to wear a few vintage pieces from my mum’s wardrobe. That’s the only vintage I wear. I have inherited beautiful belts, shawls and some jewellery from my grandma, but I live in the countryside and I love comfortable, simple clothes. I buy as little as possible and the best quality fabric. You will see me wearing the same dresses over and over again on my Instagram account.
PROVENCE FOOD NOTES
BLM: What are your most loved spots to shop and eat in the region.
Anna: I love places where I can eat simple and seasonal food with my family. La Bergerie in Bonnieux, La Bastide de Marie and Domaine de La Citadelle in Ménérbes and Le Mas in Gordes are among my favourites. I shop in L’Isle sur la Sorgue in the Vaucluse for furniture, fabric and tablewear. I also buy regularly from the brocantes, especially during the summer months. It is fun treasure hunting for that special vase to decorate my studio.
SOME REGIONAL INFLUENCES
BLM: Are you influenced by the surrounding beauty of the region when it comes to fragrance and flowers?
Anna: Absolutely. I love the scent of the vines and fig trees because it is very subtle, unique and feminine, just like our creations.
BLM: When it comes to beauty what are those products that reflect your beauty moments?
Anna: I find beauty in nature, and this is mostly reflected in our hand-embroidery. We have a Flora series with beautiful Provencal plants embroidered on vintage linen: an olive tree, a bunch of cardoons, lavender fields and poppies. We also have a collection of vegetable embroidered bags, which is very creative, original and beloved by our clients. It includes courgettes, pumpkins, vine tomatoes and peppers…anything I find in my vegetable garden!
BLM: What helps you keep a balanced life?
Anna: A room of my own, a space to work and reflect away from everyone. I also make sure that I wake up before the children to meditate, exercise or attend to my vegetable patch—some time for myself keeps me balanced and happy!
Beauty Life Moments wishes to thank Anna Covelli for sharing some of her life moments. La Maison en Pierre is a moment in Provence and a magical and inspiring place to work and live the life you love. Visit La Maison en Pierre to explore more of their story.
More To Discover
If you enjoyed this story you may like to read French, Français – A Beautiful Lifestyle. The French attitude to life reflects how they feel and wish to live. ‘Joie de vivre’—it is about embracing the joy of living across all aspects of your life. Or, Dreaming of Denmark is a beautiful Nordic culinary journey that could just be your next travel story.
