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Dominique Muret Translated by
Cassidy STEPHENS Published
October 11, 2025
When bikes enter the world of fashion... Last year, French electric bike brand Neomouv hired top luxury goods manager Sophie Guieysse, who was formerly ast Richemont, Dior and LVMH as managing director. Now it has created the position of creative director, one of the first in the bike industry. The brands latest addition is Olivier Schaack, creative director of TV5, who spent twenty years with the Canal + group.
From Chanel, Hermès, Gucci to Bikkembergs and more recently Jacquemus, fashion houses have always been interested in bicycles, which have become particularly fashionable in recent years. They have taken it in turns to personalise bikes in their own colours or to offer their own luxury models. Now it's the turn of a bike manufacturer to jump on the trend.
Neomouv, which is celebrating its twentieth anniversary this year and has launched two collaborations with street artists Stoul Peintresse and XKuz to mark the occasion, aims to become a brand in its own right, identifiable by its image. "In general, we hear a lot of technical talk about bikes. We want to bring a more creative side to it. The idea is to turn a technical and utilitarian product into a consumer product, by creating an emotional relationship around the brand," explains Sophie Guieysse.
"The electric bike market is very dynamic and modern, but it's not at all branded. When you look at a bike from a distance, you often don't see the logo. We want our logo to be recognisable so that we can be immediately identified," she continues.
Known for its cheerful, sparkling colours, Neomouv has therefore worked on a new logo that is minimalist and colourful, with green, yellow and orange made up of three lines that hint at an N, an M and a V. Olivier Schaack has also reviewed the colour palette, which has been reduced to sixteen shades. "We have twelve permanent colours that are in harmony with the logo and four colours that will change each year according to trends," he explains. The new colours will be in line with the latest collections from fashion houses and lifestyle labels.
The new creative director has also reworked all communications, the graphic identity, the website, the application and the expression on social networks to give real coherence to the new image of the brand, which offers twenty-five models and sells around 30,000 bikes a year.