TRUE BLUE: Fenty is landing on the Avenue des Champs-Elysées for Paris Fashion Week.
The luxury house launched by Rihanna with LVMH Moët Hennessy Louis Vuitton will take over Galeries Lafayette Champs-Elysées from Sept. 23 to Oct. 12, bathing its tunnel-like entrance in its signature blue color.
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It will mark the brand’s third pop-up worldwide, following a temporary space in the Marais district of Paris for the label’s launch in May and a pop-up in June at The Webster in New York City — and the first time the label has partnered with a department store.
Whether Rihanna will personally inaugurate the space remains to be seen. Fresh off the positive reactions to her Savage x Fenty lingerie show, described as a highlight of New York Fashion Week, the pop star would be certain to trigger a mob scene with a personal appearance at the venue.
Guillaume Houzé, director of image and communication of Groupe Galeries Lafayette, said: “It is a great pleasure to welcome Fenty at our Galeries Lafayette Champs-Elysées flagship for its second Parisian drop, and only a few months after its launch.
“Fenty provides women with a new definition of luxury and a disruptive vision for inclusive fashion that perfectly resonates with our store’s purpose and new retail proposal.”
The 70,000-square-foot flagship, which opened in March, is part of the retailer’s bid to redefine the local retail experience with a mix of spectacular architecture, new-generation sales assistants and a “phygital” store model incorporating elements of online shopping.
As part of the Fenty takeover, the atrium of the soaring Art Deco building will feature a selection of items from the brand’s first three drops alongside its fourth collection, to be released during the same period.
Its imposing staircase, also customized in Fenty blue, will lead to a dedicated shopping area on the first floor featuring new versions of its signature footwear styles presented on a fragmented Lucite bar. Mobile devices will allow shoppers to browse further styles on Fenty’s digital flagship.
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