Saint Laurent Comes To Avenue Montaigne
Avenue Montaigne has landed the world’s largest assembly of Saint Laurent merchandise by Hedi Slimane. The French brand’s rejuvenation has continued to be bold as the 9,700-square-foot flagships opens on Thursday.
“The store concept is an essential ingredient of the reformation by Mr. Slimane and the new strategic direction of the house,” Paul Deneve, president and chief executive officer of Yves Saint Laurent, told WWD.
As a Parisian couture house, locating to this prestigious shopping district is an integral move for the brand.
“The two-story Avenue Montaigne boutique — which features a sprawling VIP salon and fitting room clad in diagonally quilted black leather — is certainly a major statement for the mythic brand.”
Catherine Malandrino Brings Awareness To Human Trafficking
One hundred and fifty guests filled Catherine Malandrino’s Hudson street store on May 1 to support Stop the Trafficking of People and Celhia de Lavarene, founder of STOP and the author of “Un Visa Pour L’enfer” (“A Visa to Hell”). At the event, François Delattre, the French ambassador was there to give a speech on fighting human trafficking.
“Celhia is a fighter. She’s rescued hundreds of kids,” Malandrino said. “This is a worldwide problem including America and France, not just Third World countries. I was so happy to see so many women who came to my store, not just to shop but really to support the cause.”
During the event, Malandrino made more than $120,000 in sales and 20 percent of that will be donated to STOP. De Lavarene is currently raising money for rescue centers for girls and women to seek refuge after they’ve escaped from sex traffickers.
Dior Releases Second Short Film
After releasing an initial short film and campaign titled “Secret Garden” a year ago, Dior is revealing a part two. With 24 million views on YouTube the response prompted Dior to add to the campaign.
This second installment is “another dreamy escapade film at Versailles, this time in a foggy forest not far from the Petit Trianon.” “Secret Garden 2 — Versailles,” brought back Lamsweerde and Vinoodh Matadin as well as model, Daria Strokous.
“The three protagonists are dressed in the fall Dior collection by Raf Simons, their picnic blanket is strewn with Diorissimo handbags, in addition to a basket of fruit. The one-minute film is slated for a June release on the Diormag Web site and dior.com.”
The print campaign is scheduled to debut first in Vogue China this week, then Italian Elle and finally Korean and French Vogue later in the month.
– Jamie Wilson
Source & Image: WWD
Tags: Avenue Montaigne, Catherine Malandrino, Celhia de Lavarene, Dior, Hedi Slimane, Raf Simons, Saint Laurent, Secret Garden, Secret Garden 2 -- Versailles, Stop the Trafficking of People, Yves Saint Laurent