In 2018, he founded L'Écurie Paris, a brand that seeks to celebrate individuality and beauty through thoughtfully crafted eyewear. Alongside Creative Director Jean-Baptiste Rougeot, they aim to empower people to express their unique identities through their designs. 
Join us to discover Lionel and Jean-Baptiste's insights and the vision driving L'Écurie Paris as it carves its niche in the luxury market.  

Could you tell us about your journey, from your childhood in the suburbs of Paris to your move to Los Angeles in 2010?  

Lionel: I grew up just 10 miles from Paris and studied at an art school in Paris, place Clichy, a nice time when all I had to focus on, was designing. This artistic passion never left me and I feel France has given me a sense of what is luxury, the importance of referencing past artistic movement and implement it today in everything I do. I fell in love with California during my first visit in 2008, and in 2010, I finally made the move to immigrate to the U.S.  

How did your passion for design develop over the years, and how has it influenced your professional career?  

Lionel: I’ve always trusted my instincts, design, create, and experience have been an integral part of who I am. The passion is here and I am always excited to design new collections. I consider myself fortunate to have always been able to pursue a design career, as I’ve consistently followed my heart in this journey. Here in the US, I realized that people are really eager to reference and ask people from the old continent to share those beautiful references, and I’m happy to do so.  

Tell us what inspired you to create L'Écurie Paris in 2018, and why you chose to focus on eyewear design.  

Lionel: In 2018, I chose to reconnect with my French heritage and celebr ate beauty and pure elegance through design. My goal was to create products that embody soul and meaning. I love knowing that our creations procure emotions when people touch and wear them, providing a genuine experience. Eyewear, being such a personal accessory, felt like the perfect choice. It’s something we select to express ourselves—whether we choose to hide behind our glasses or proudly embrace their style, they reflect our personality. It’s a powerful way to reaffirm self-confidence.  

You mention that beauty has always been an escape for you since a young age. How does this deep connection with art and beauty influence your design approach and creative vision for L'Écurie Paris?  

Lionel: Beauty is a sensation, a feeling that I always felt since a young age. I made a mission to be honest with myself and keep working until I find beauty in the piece I created. I certainly consider advice and design suggestions from others, but ultimately, the product has to feel right to me.  

Can you tell us more about the significance of the name "L'Écurie" and how it reflects the spirit of your brand?  

Jean-Baptiste: L’Écurie is an old French word that comes from Écuyer, a brave squire that travel the world on his horse. Time when the life of a horse was more important than a human. The term « écurie," (literally « stable » in English) rooted in the French language, evokes an image of elegance and refinement, traditionally referring to a stable designed for the care and housing of horses. In the world of luxury, the concept of an écurie has transcended its equestrian origins to symbolize a lifestyle characterized by sophistication and exclusivity. It is also used in formula one racing, referencing to the team of top qualified professionals. L'Écurie is associated with the meticulous attention to detail found in high-end accessories. The idea of an écurie conjures visions of artisanal goods, and bespoke items, each embodying the same care and precision as a welltended horse. A narrative of heritage, elegance, and the seaml less blend of functionality with artistry. This connection not only honors the traditional craftsmanship associated with equestrian life but also elevates to those who appreciate the finer things in life.  

How would you describe the aesthetics and design philosophy of L'Écurie Paris?  

Jean-Baptiste: The aesthetics of L'Écurie Paris embody elegance at its finest. Each design reflects a commitment to sophistication and timeless beauty. Knowing that beauty is subjective, the point of L’Ecurie Paris is to propose to men and women an empowerment of who you are or who you want to be. The French culture, rooted with latin heritage, pushes every individual to feel free to be or show who they are. We do not care about your background, your education, your skin color or your religion. Instead, we want to celebrate every human being as unique, powerful, and beautiful in its own way. We believe that beauty can save the world and with our cultural background, we can propose to customers this « je ne sais quoi » so French that makes Paris and France a unique place in the world when it comes to luxury goods and way of life.  

Can you talk about your experience with Soulkal and how it influenced your approach to design and business for L'Écurie Paris?  

Lionel: With Soulkal I need to propose a branded product to my customers that sell and if we do not we are not successful, this is that simple. It helped me identify the needs, and help me over the years get experience managing a team. With L’Écurie Paris, I focus on presenting exciting products that reflect my personal tastes, allowing customers to form their own opinions based on the design direction. The creative freedom of starting with a blank page to develop a product is truly enjoyable. 

How do you manage teams and collaborators spread around the world, from Los Angeles to New York and Miami?  

Lionel: I collaborate exclusively with passionate Tal ented people, everyone has his own task, and area of expertise, and share the same goal all want a great branding image, amazing photo product, a beautiful website and ultimately, an amazing finished product, so this is pretty easy to get things done when everyone is passionate about what he or she is doing.  

What are your future plans for L'Écurie Paris, and how do you see the brand evolving in the coming years?  

Jean-Baptiste: In order to create a true luxury brand, we have to always focus on the quality of everything we develop. There are many eyewear companies in the world but very little getting into the quality and emotions we want to propose to our customers. We plan to continue to develop new collections in the high end world, and propose a wider selection of eyewear. The true idea of luxury is opposite to mass production or distribution. We want to partner with point of sales that know their customers, who understand our strategy that requires time and care so that ultimately customers get to fall in love with a very unique product. 2025 is already on the way, and L’Ecurie Paris will propose more designs, more exclusivity and hopefully more joy to our audience.  

And more personally... If you were…?  

Lionel :  

- A dish: maybe a dessert, black sesame cream brûlée is my favorite.  
- A vacation destination: Japan  
- A plant or animal: Cat  
- A bedside book: Beautiful loosers by Leonard Cohen 

https://www.vendomtalents.com/en/news/conversation-with-lionel-moroy-and-jean-baptiste-rougeot-from-paris-to-los-angeles-journey-of-french-designer-in-luxury-eyewear-industry