First Milano, then Paris
As Paris Fashion Week evolves this week of September, Jacquemus opens its doors to the public… but not in a runway show. Avenue Montaigne hosts the new seasons favorite boutique in the city of Lights.
Simone Porte Jacquemus, brands’ owner and creative director, opened his first store ever in Paris’ heart. Located in number 58 Avenue Montaigne, a special spot for him, since it’s first collection as an emergent designer back in 2010, was presented in this precise spot. This street happens to be one of the most important and expensive rues in the world of shopping.
Simon and his team, had the idea some months ago, of creating pop up stores, based on a sole product, and concept. February 25, was the inauguration of Milano’s touch of French fashion, in the heart of Brera, Jacquemus exposed a type of laboratory with an ATM option of self service while buying their most recent outcome, “le sac rond”. An all in white installation was exposed from Friday the 25th until Sunday the 27th at midnight. A two hour worth of line, was made to reach a promising acquisition from the Provencal French designer.
Now, Paris hosting “La Boutique Montaigne” the brand’s new concept store, occupies two floors of a classic Art Deco building of the early Twentieth century. The store, with all-white interiors and designed in the name of simplicity, houses two large pop-corn machines, and a machine with claws that collects stuffed animals, a minimalist reminiscence of games rooms .
The interior of the boutique, entirely in ecru tones, is inspired by the fashion show “Le Papier”, presented in Arles this past June. The concept store has a temporary nature but will remain open longer than previous pop-ups, offering a series of themed collections.
The first of which is “Ceremony”: a selection of pieces related to wedding ceremonies, reminiscent of the texture of the paper, previously mentioned.
On a personal matter, I consider myself a big fan of Simone. I think of his brand, as a breeze of fresh air, of newness, and beauty. All based upon simplicity and the pleasure created by curating clean lines. Innovative in so many ways, as in forms, shapes, and a fast approach to the audience, making it as easy as catching a quick aesthetic and thinking immediately of the brand’s identity. Subtle but in many ways elegant and eclectic.
I think that when you believe on your brand’s identity, it will be the first way of making it a success.
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