A Paris boutique rethinks retail by selling a single item–a trench.
, and Deena Al-Juhani Abdulaziz were all in attendance, lingering well past the time most fashion dinners break up.
Now, that upcoming project is a reality—and it’s befitting of this fashion whisperer in more ways than one. Lahssan has opened a Paris boutique at 24 rue Molière. There’s not a hint of signage, nor any window display behind the drawn white blinds.
“The idea was there before the virus,” Lahssan said of the residential space. But its scale and intimacy have become more relevant in the wake of what the French call—just as the concept of buying less by buying better has. “Everything is available to everyone; people buy without caring and retail has become very pecuniary,” Lahssan continued. “I want to trade a nice moment, drink coffee, share news and stories. It’s about more than just money.
Actually, the provenance of Lahssan’s trench is more recent. The designer found his inspiration in a Lord Snowdon photograph of the former American editor in chief of ParisJoan Juliet Buck. “The picture has a French ’80s glamour,” he said. “Even though she was American she had it.” Lahssan is counting on women of today wanting it. “I hope my proposition will appeal to the customers I dream of,” he went on about his Paris boutique.
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