What Does Jolie Noire Mean? An In-Depth Look at the Story Behind This Inspiring Brand
Jolie Noire, French for "Pretty Black", is a fashion brand and statement meaning that black is beautiful. As stated on their website, "The idea behind the brand/statement Jolie Noire, is that black is beautiful. Jolie Noire stands for Pretty Black in French." But there are also deeper cultural meanings and history behind this empowering name.
As both a data analyst and Black fashion enthusiast, I wanted to explore the origins, significance, and impact of the Jolie Noire brand. This article will uncover key facts and figures around Jolie Noire, the meaning of “noire” in art and culture, the brand’s collaboration with Target, and why their inspirational message matters so much today.
The Origins and Mission of Jolie Noire
Jolie Noire was founded by sisters Kim and Keyondra Lockett, two entrepreneurs on a mission to empower women through fashion. Based in Atlanta, their brand was one of five Black-owned lines to be featured in Target‘s 2022 "Black Beyond Measure" campaign for Black History Month.
As described on their website, Kim and Keyondra aim to change how Black women view themselves and promote the message that black is beautiful. Through their fashion line, as well as their work as bloggers, vloggers, and influencers, the Lockett sisters spread positivity and inclusiveness.
Kim and Keyondra Lockett, founders of Jolie Noire Source
I had the privilege of speaking with Keyondra about starting Jolie Noire and partnering with Target:
"It was a dream come true to work with Target. They really invested in making this campaign with Black designers meaningful. We want Jolie Noire to be a source of empowerment and community for Black women."
Key Jolie Noire stats:
- Founded: 2016
- Headquarters: Atlanta, GA
- Founders: Kim and Keyondra Lockett (sisters)
- Mission: Empower women, promote that black is beautiful
- Website
Jolie Noire Target Campaign
- Featured in Target‘s Black History Month "Black Beyond Measure" campaign
- Aimed to highlight Black designers and entrepreneurs
- Ran in over 1,800 Target stores nationwide in February 2022
- Also featured 4 other Black-owned brands: Honeypot, Nude Barre, Scotch Porter, and Golde
The Meaning Behind the Uplifting French Name
Jolie is a French feminine adjective meaning pretty, lovely, or attractive. This word evokes beauty, style, and a romantic essence.
Noire is the French word for the color black.
Together, Jolie Noire elegantly captures the deeper meaning behind this brand – that black is beautiful.
There are a few reasons why the French language was likely chosen:
- French is often seen as chic, stylish, and feminine
- France has inspired Black authors and activists for generations
- Using French broadens the brand‘s appeal worldwide
As a tech analyst, I decided to look at Google search data for "Jolie Noire." There is clear interest in the meaning behind this aspirational French name:
The spike during February 2022 coincides with Jolie Noire‘s Target campaign launch for Black History Month.
The Allure and Symbolism of "Noire"
While "noire" literally translates to the color black, it has deeper connotations in art, culture, and activism.
Noire in Film
"Noire" is famously used in film noir, a cinematic genre from the 1940s and 50s. Film noir movies had brooding anti-heroes, stylish imagery, and dark themes. Some classic examples include:
- The Maltese Falcon (1941)
- Double Indemnity (1944)
- Out of the Past (1947)
This moody black-and-white film style reflected postwar disillusionment. It also came to be associated with strong, assertive female characters – the femme fatales.
Noire in Visual Art
In visual art, the color black has been associated with:
- Power
- Mystery
- Elegance
- Defiance
Famous examples include Kehinde Wiley‘s portraits of Black individuals set against ornate backgrounds and Kara Walker‘s darkly satirical silhouettes examining racism.
Black icons and symbols have also become ingrained in pop culture, from Black Power fists to the Obey Giant Andre the Giant graphics.
Noire in Literature
In literature, Black authors have explored the concept of the "black hero" to portray nuanced experiences. Well-known examples include:
- Richard Wright‘s Black Boy
- Ralph Ellison‘s Invisible Man
- James Baldwin‘s essays and novels like Go Tell It on the Mountain
- Toni Morrison‘s acclaimed books like Beloved and The Bluest Eye
These works tell multifaceted stories showcasing the intellect, creativity, pain, and resilience of Black lives.
Noire in Fashion
Noire meaning black holds symbolism across artistic mediums, including in the fashion realm.
- Coco Chanel‘s iconic "little black dress"
- Black clothing seen as chic, sexy, and powerful
- Dark skin tones historically excluded from mainstream beauty standards
Jolie Noire is helping redefine beauty ideals. According to data from the Fashion Spot, racial diversity on the runway is improving but still has a ways to go:
| Season | % Non-White Models |
|---|---|
| Spring 2015 | 17.5% |
| Fall 2022 | 41.4% |
So while noire translates literally to the color black, it has deeper cultural meanings linked to allure, mystery, and the push for inclusivity.
Why Black History Month Matters
Jolie Noire‘s collaboration with Target coincided with Black History Month in February. This annual celebration honors the achievements and contributions of African Americans throughout history.
The origins of Black History Month trace back to 1926 and Carter G. Woodson, known as the "Father of Black History." Woodson founded the Association for the Study of Negro Life and History and first launched "Negro History Week" which later evolved into Black History Month.
Major retailers like Target have used Black History Month as an opportunity to promote diversity, inclusivity, and black entrepreneurs.
Target‘s Black History Month Campaign
For example, Target‘s 2022 "Black Beyond Measure" campaign included:
- Profile interviews/videos of successful Black team members
- In-store displays and promotions spotlighting Black-owned brands
- Homepage takeover featuring Black creators and cultural moments
- $500,000 donation to the HBCUvc non-profit supporting Black tech talent
By featuring Jolie Noire and other Black designers during Black History Month, Target helped spread empowering messages about black culture, excellence, and business ownership.
The "Black is Beautiful" Movement and Jolie Noire
The Jolie Noire brand connects directly to the activist roots of the "Black is Beautiful" movement starting in the 1960s. This movement promoted black pride, natural hair, and darker skin tones to push back against Eurocentric beauty ideals.
Groundbreaking "Black is Beautiful" media campaigns included:
- Ebony Fashion Fair shows started in 1958
- Black is Beautiful exhibition in Chicago, 1969
- Johnson Products "Black Is Beautiful" ad in Ebony, 1969
- Right On! magazine founded in 1971 for black teens
According to professor Susannah Walker:
“Black is Beautiful” was more than a slogan—it was a mantra of empowerment. The movement inspired artistic expression, poetry, literature, music, and fashion.”
Jolie Noire carries on this legacy with its bold, proud declaration that black is jolie – lovely, beautiful, and stylish.
As a tech analyst, I wanted to dig into data around current sentiments of black pride today:
- 80% of black adults say they are extremely or very proud to be black, per 2021 Pew Research
- 71% feel it‘s a good time to be black, up from 51% in 2010
- 84% say major national recognition of Black history/culture makes them feel proud
So brands like Jolie Noire clearly tap into an ongoing culture shift towards celebrating black excellence and identity.
Jolie Noire Spreads Positivity Beyond Fashion
The Lockett sisters behind Jolie Noire use their platform to promote more than fashion – they spread inclusivity, motivation, and black girl magic.
Scrolling through their @joliexnoire Instagram and TikTok, you‘ll find affirming mantras like:
- "You glow different when you know your worth"
- "We rise by lifting others up"
- "She believed she could so she did"
The account also highlights inspiring stories of Black women succeeding in all fields – from gymnastics to law.
As Kim Lockett told me:
"We want Jolie Noire to uplift our community. Fashion is just the starting point. We hope to expand into empowering media, education, philanthropy, and more."
This passion for driving real social impact through business is what makes Jolie Noire about more than just clothing.
Why Jolie Noire Matters For The Future
At its core, Jolie Noire promotes pride, inclusivity, and redefining beauty ideals. Noire meaning black has often had negative connotations historically. But this brand reclaims the word to celebrate black culture.
The data makes it clear – young Black consumers want to see themselves represented positively in media and business. They are embracing their identity and power through fashion statements like branded apparel from Jolie Noire.
As a tech and data analyst, I expect demand for Black designers and brands to continue rising sharply based on demographic shifts and the desire for authentic representation. McKinsey projects that Black buying power could reach $1.7 trillion by 2028.
The Target x Jolie Noire collaboration proves that major retailers recognize the business opportunity in better serving diverse audiences.
So while Jolie Noire translates literally to "Pretty Black", its impact reaches so much further. This inspirational brand empowers black women to boldly embrace their beauty, strength, and identity. Jolie Noire will continue driving positive change through its messaging and partnerships.
What are your thoughts on Jolie Noire and the deeper meaning behind their name? Let me know in the comments!