With a strong international notoriety the KOOKAÏ brand has built a real identity thanks to its creative collections and know-how in knits, dresses and "little tops". The following describes the rich and exciting KOOKAÏ history which has enjoyed a unique personality since the 1980s; it is both a fashion brand and an advertising brand.

1984 KOOKAÏ creation
KOOKAÏ revolutionised fashion in 1984 by offering original clothes to young women who establish their femininity in a relaxed, colourful line at affordable prices.

1986 Network development
In September 1986, KOOKAÏ developed a franchise network and inaugurated four pilot boutiques in the centre of Paris.

1987 The Kookaïette is born
Kookai introduced an impertinent Lolita. She said out loud what girls thought but rarely voiced. This marked the start of a long series of advertising campaigns that built KOOKAÏ notoriety and marked people’s minds: "I'm pretty and I do it on purpose".

1990 International
Already present in Europe in Italy, Belgium, Germany and Spain, KOOKAÏ entered Asia with boutique openings in Japan, Hong Kong, Taiwan and Southeast Asia. The brand quickly expanded to the UK and Middle East.

1996 KOOKAÏ in the Vivarte group
In March 1996 KOOKAÏ became a wholly owned subsidiary of the Vivarte group. A year later, KOOKAÏ and VIVARTE signed an Ethical Charter stating that suppliers must commit to providing products that are manufactured in compliance with labour laws, local legislation and Human Rights.

1999 "Girl Power"
The brand launched a "Girl power" ad campaign showing miniature men dedicated to helping women be beautiful.

2003 A commitment to solidarity and responsibility
KOOKAÏ participated in the Unicef "Frimousses" operation. The brand's designers created a rag doll that was auctioned off to raise money for vaccinating children. The Brand also participated in the Grande Braderie de la Mode (the great fashion sale) to raise money for the AIDES non-profit organisation and the fight against AIDS.

2005 New boutique concept
KOOKAÏ inaugurated the reopening of its landmark rue Réaumur boutique showcasing the new industrial chic concept to be introduced throughout its outlets. The brand also rekindled its creative dynamic through a new advertising campaign. "I'm not pretty, I'’m worse". This slightly impertinent approach corresponded to the brand’s tone and the photos by famed fashion photographer JAVIER VALLHONRAT who highlighted the true stars of the campaign: the garments.

2010 A new advertising campaign
The 2010 advertising campaign really nails it on the head with simplicity and strength. It triggers multiple emotions through a range of products but the slogan remains the same: "There's a little Kookaï in all of us"... Indeed, the brand has always found the words to speak to women who recognize themselves in KOOKAÏ!

Limited editions: coveted KOOKAÏ!
Always on the lookout for new talent, KOOKAÏ has decided to build strong ties with inventive blogosphere artists to create offbeat tops. The limited edition tops, through their originality and creativity, are very popular and quickly become must-haves.

For the 2011 Summer collection, the KOOKAÏ designers team created a limited edition of 3 dresses in a great inspiration of the vintage 50' glamour thinking about the French "Croisette" of Cannes film festival.