A NEW CHAPTER: SAINT LAURENT UNVEILS AVENUE MONTAIGNE PARIS STORE

words by PHOEBE GIBSON-DOUGALL

When I’m craving change or looking to freshen things up in my every day, I normally book a haircut—after all, there’s nothing like a new ‘do to scratch that itch. On the other hand, if a storied fashion house is looking to shake things up it’s not as simple as heading to the salon. So, what’s a label to do? The answer’s simple: follow Saint Laurent’s lead and open a beautiful new store on Paris’ Avenue Montaigne.

images courtesy of SAINT LAURENT

Under the direction of Anthony Vaccarello, Saint Laurent has unveiled an exquisite new space on the iconic Parisian street to act as the more intimate extension of the Champs-Élysées flagship. The new boutique carries the same architectural rigour and sculptural clarity, distilled here into a quieter, more personal gesture.

Here Vaccarello asserts a precise vision: purity of line, controlled tension, presence without excess. The furniture and artworks have been painstakingly curated to anchor and complement the space; a daybed by Paul Poiret for Atelier Martine, a François-Xavier Lalanne table, and works by Jean-Michel Frank and Charlotte Perriand among the pieces.

Spread over several floors, the boutique also boasts a landscaped terrace and a private salon on the upper floor—perfect for the shopper that desires a more personalised and confidential experience. An elegant pocket of quiet in the heart of the 8th arrondissement, visit the new store at 35 – 37 Avenue Montaigne, Paris 8th.

images courtesy of SAINT LAURENT