Sézane Takes Parisian Flair to Milan With First Italian Pop-up Store
FROM PARIS WITH LOVE: A white T-shirt with bold blue lettering reading “Paris [hearts] Milano” serves as a promising manifesto of French label Sézane’s intentions for the Italian market.
The design was the exclusive item offered at the new pop-up store the brand opened Friday in the city’s Golden Triangle, marking its first physical outpost in Italy.
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“Italy has always had a special spot in my heart; it never ceases to inspire me and our collections,” said Morgane Sézalory, who founded the brand in 2013. “We’re committed on working with the most beautiful materials, strong prints, a care for detail without compromise and a ‘je ne sais quoi’ in which Italian customers find themselves very easily.”
Nestled in Via Santo Spirito and running through July 20, the space keeps with the homey feeling of the brand’s retail template, which kicked off in Paris in 2015 with the opening of L’Appartement, based on Sézalory’s own apartment.
At the Milan pop-up store, the welcoming residential vibe is enhanced by a charming mosaic floor, vintage-inspired furniture and the sinuous lines of cozy sofas and rounded marble tables. Plush carpets and fresh flowers punctuate the space, which carries the brand’s spring 2024 collection, pieces of the Sézane Éditions limited-edition apparel range, as well as accessories and lifestyle objects.
“Our current spring collection is a journey to the heart of Italy, with stops in Rome, Venice, Naples and Milan,” continued Sézalory. “For us, inspiration is around every corner: the colors, the very special light, the prints.…This Italian escapade also gives us the opportunity to celebrate art through artists such as Roberto Ruspoli, with whom we have imagined a collaboration and an exclusive print that will be drawn on our ‘Essential’ pieces,” she added, nodding to Sézane’s permanent range.
The B Corp-certified, boho brand is known for its subtly feminine creations — mostly wearable and unfussy designs such as vintage-looking knitted sweaters, high-waist denim, mariniere shirts, ruffled blouses with a French touch, and sensibly heeled leather pumps. Their air of accessibility is amplified by sweet-spot pricing, which has helped Sézane resonate with those customers yearning for a midmarket brand that’s more chic than the high street.
“There are many similarities between French and Italian customers, both of whom love pretty fabrics, comfortable knits and strong accessories,” said Sézalory. “French women, however, prefer a basic, neutral look like our ecru max shirt with straight jeans and a pretty pair of pumps, while Italian women particularly appreciate our printed shirts and sophisticated dresses,” she concluded.
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