Why it belongs in ORBIS
Paris womenswear label launched in 1983 as '1.2.3' under France's Etam group, later renamed Maison 123; positions itself as classic, wearable elegance for women rather than trend-led fashion, at accessible price points.
Maison 123 began life in 1983 as '1.2.3,' a womenswear brand created within the Etam group, the century-old French retail family business. The original 1.2.3 was pitched at a more classic, slightly upmarket customer than mainstream Etam lines, and the brand was later renamed Maison 123 while keeping that positioning: tailored, seasonless pieces aimed at everyday wear. It sits alongside other Etam-owned labels such as Undiz, Livy and Yse within the wider group.