Fashion houses are often named after their founding designer, but Josiane Pividal went about it differently. In 1983 Josiane and her husband Joseph, an interior designer, created their label, "Lolita Lempicka", in homage to Nabokov's novel and to the painter Tamara de Lempicka. As the fashion house took off, the couple found it simpler to change their names to Lolita and Joseph-Marie Lempicka. Although Lolita's designs are often inspired by the 1940s, they always strike a playful balance between the modern and the nostalgic. Lolita has won several awards for Parfums Lolita Lempicka including Best Women’s Fragrance awarded jointly by the Fragrance Foundation and the American FIFI award in 1998.
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