The Sonia Rykiel brand was founded in 1968. The same year, the designer opened her first store on the boulevard Saint-Germain in Paris. Sonia Rykiel, who had first knitted a sweater for herself as she found nothing comfortable to wear while she was pregnant in 1962, quickly conquered the hearts of the women of her time. Her striped, stoned, reversed stitch or seamless sweaters were a hit and in 1972, she was given the nickname "Knitting Queen" by "Women's Wear Daily". Rather than trends, Sonia Rykiel initiated a movement, "Démode". The idea? Women’s style should not be dictated to them but come from them. From the end of the 70s, the Parisian label expanded its activities. In 1977, the designer was the first to work with mass retail by creating three designs for Les 3 Suisses. Three years later, the brand launched its first fragrance, 7ème Sens, followed in 1983 by a children’s line. In 1995, Sonia Rykiel's daughter, Nathalie, became Creative Director of the label of the 6th arrondissement, which she sold to Geraldo Da Conceicao in 2012. Meanwhile, the company collaborated with the giant H&M (twice) and celebrated its 40th anniversary in great style, with contributions by thirty renowned designers who exposed their vision of the Rykiel woman during a show in 2008. In 2014 Julie de Libran was appointed Creative Director of the label.