An emotional farewell

The influential Parisian boutique Colette, also known as one of the trendiest stores in the world, has announced it will be closing in December 2017. Rumor has it that Yves Saint Laurent might be taking over this trendy spot after it is closed.

This family business started in 1997, when a mother, owner of a retail shop in the center of Paris decided to work with her daughter, recently graduated from l’École du Louvre. Together, they opened the doors of a multi-brand store located at 213 rue Saint-Honoré in Paris. As the years passed, the blue dots concept store became the first meeting point between fashion, design, music, perfume, photography and high technology in Paris. Through their cutting-edge selection, one discovers the spirit of the Brand defined by its reactivity, determination, passion, vision and spontaneity.

Over the years, rue Saint Honoré has become one of the most sought-after streets in the capital thanks to the presence of high-end and luxury stores which have contributed in the upgrading of the street. The neighborhood indeed offers a luxurious setting to its international and diverse clientele and has grown to become a landmark for fashion figures such as Karl Lagerfeld who wrote, saddened by the announcement of the boutique’s closing: “Colette was really part of the street. Today, rue Saint Honoré will become a banal shopping artery. It was a unique place in the world, there was an atmosphere like nowhere else”. The sudden announcement leaves every collaborator and customer with a bittersweet taste.

Colette has multiplied collaborations with a host of different types of partners, with both major and smaller brands as well as establishing creative partnerships with upcoming businesses in Europe, including Balenciaga, Lacoste, H&M, Chanel, New Balance and even Ikea.

What the interior designer and former collaborator Eric Chevalier mostly remembers and cherishes about Colette is the family spirit “I started with Colette when I was 19. I was a baby and she taught me because she trusts people, young people. Obviously, I have known about the closing for a while, but I am now starting to realize, by hearing all the reactions to this news, what France is about to lose. As well as for all the fashion brands which have been supported and challenged by Colette for the past twenty years. This decision reflects the image of the brand, they did not want to leave their baby in the hands of anyone else. They are like celebrities saying goodbye in full glory and inspiring new generations.”

Despite the undeniable success and unforgettable stories that have been written, this emotional farewell has left all of Colettes followers wondering if all good things must come to an end?

by Elwine Barthelemy – Samia Boutayeb – Isabelle Crétat – Kenza Oweiss – Alexia Toury – Charlotte Waldelöf

#decodingluxury #efapmbaluxe

2, Place Vendôme

« Louis XIV voulait un lieu grandiose pour incarner le pouvoir absolu au cœur de Paris. »

Louis XIV (LE ROI SOLEIL), makes a strong comeback at Place Vendôme in a whole different form with Louis Vuitton. The Place Vendôme, royal place surrounded by French jewelers and international symbols of luxury, has recently witnessed the arrival of the Maison Louis Vuitton new flagship store provided with one of the most sumptuous facades to highlight its glory and standing as grand as the Sun. Louis Vuitton is the ultimate gem of the Place Vendôme.

With this huge flagship, Louis Vuitton wanted to combine royalty and modernity of the 21st century. Mission accomplished by the famous architect Peter Marino who took care of the interior design of the store by joining two private mansions, with one goal in mind: make the House the heart of modern luxury. To do so, he created a subtle mix between the 18th century charm and contemporary artworks, that we can find over the five floors of the boutique.

This store gathers every sector of expertise Louis Vuitton masters: from leather goods to high jewelry, and from ready-to-wear to perfumery. The brand, which owns a know-how in numerous fields, is multifaceted, such a diamond, shining even more on the Place Vendôme. But the House does not stop there. Indeed, some unique pieces, such as The Library Trunk especially created by Gaston Louis Vuitton for Ernest Hemingway, is also being displayed. This space named « Maison Louis Vuitton Vendôme » is also home to two ateliers: the first one is dedicated to high jewelry, whereas the other one will be exclusively used for the fittings of the very important clients and prestigious VIP friends of the House. A secret VIP apartment is even hidden on the second floor of the boutique.

It is then important to know that this place was not only intended to shop. The House Louis Vuitton wanted to share its passion for dreaming and traveling over time to its clients, in a very symbolic location, that offers a return to the roots of the brand and to French nobility.

Besides the grandiosity of this location, this is also a real tribute to Louis Vuitton himself, whom you can find the portrait on the ground floor of the boutique. In 1854, Louis Vuitton was opening his very first business not far from the famous Place, this boutique is therefore a wink to the heritage he left behind him.

This last boutique is an actual master stroke from one of the greatest in its sector, but we all know that the House will not stop there, and its success is limitless.

We can ask ourselves what will be the next move for Louis Vuitton to show its worldwide domination and brightness in the luxury sector?

#efapmbaluxe #decodingLuxury #Vendome #LouisVuitton #TheSunKing #FrenchLuxury

Louise AMSELLEM – Inès ARROUGÉ – Morgan DAHMANI – Coralie DELAMAISON