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7 Nov

“Le Papier” by JACQUEMUS


Jacquemus popped-up again with a temporary store in Avenue Montaigne

Last September 27th, during Paris Fashion Week, Jacquemus dipped a toe into physical retail. They opened for the first time in history a boutique in none other than the cradle of luxury and fashion in Paris, Avenue Montaigne.

It’s no surprise that the store will pop up for five months like many of the brand’s other proposals that are also original and temporary, but this one comes loaded with some real pop-corn.

Get ready to dive into the universe of the new collection of Chiquito’s father: “Le Papier,” and the brand’s success that has shaken up the industry since its first creations.

Welcome to “Le Papier” Universe: 300 meters, two stories, one goal

From the moment it opened its doors, and one month later, there is still a public fully prepared to wait between 1 to 3 hours in line to enter and not to miss the Jacquemus experience that always surprises.

Why is that? What makes this place so unique?

Besides the young and independent designer’s vivid history on Instagram, where he counts more than 5 million followers, for the closeness with which he shows his brand and the life behind it, there’s a catchy and instagrammable atmosphere within every single detail of the store.

Resembling an immersive art gallery, the walk through this two stories white and beige unit shows the brand’s DNA in a clean, neutral way and tied to the roots of the designer through the high-end products from different handbags models to the latest prêt-à-porter collection.

You enter the store and immediately breathe Jacquemus.

It’s like stepping into the life of the designer, a young man from the South of France (more specifically, Provence, a region of villages, lavender fields, and Saturday markets).

The boutique reflects Parisian glamour and simplicity with the brand’s essence that exudes rural chic.

“Le Papier” is based on new beginnings. “Gross, simple and poetic,” this minimalist collection represents what a white paper does but this time with cotton as the blank page or canvas to return to the roots.

To finish the tour, you can only leave if you go to the spot you probably entered in the first place. The most unusual feature that has become an Instagram favorite: is a giant pop-corn machine that invites customers to serve themselves via an arcade-style claw.

Are you ready to play, eat and shop Jacquemus style?

Article edit: Fashion Magazine 24 Article by: Fashion Journalist Valentina Amaya

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