From Plescop to the Premier League

My name is Georginio Rutter, and before anything else — before the stadium lights, the cameras, or the clothing — I’m a kid from Plescop, a small village in Brittany, France.

Growing up there shaped who I am. It’s a quiet place, not known for fashion or streetwear, but even as a young player on the pitch, I always wanted to look sharp. I didn’t have access to cool stores or boutiques, but I had vision. That vision grew with me — from the football field to fashion week, from dreams to action.

LVN is designed by Georginio Rutter

How La Vie Noir Was Born

La Vie Noir started as an idea fueled by inspiration and a love for fashion that’s been with me for years. Influenced by the energy of Paris Fashion Week and by my obsession with contrast — light and shadow, color and void — I knew I needed to build something real.

La Vie Noir translates to "The Black Life". It represents the beauty found in darkness — the complexity, the mystery, the depth. It’s about showing that creativity doesn’t need to shout to be heard.

The Vision Behind the Brand

La Vie Noir isn’t just a clothing brand — it’s a way of seeing the world that embraces duality. It’s for those who move with purpose, for those who understand that darkness isn’t emptiness — it’s a canvas.

The brand is rooted in storytelling. My vision is to grow La Vie Noir into a global voice for creative expression, especially for people like me — those with more than one passion, those who want to define themselves on their own terms.