The Store Scout, Balenciaga Paris
The French Fashion House Unveils a New Look for its Paris Store Under the Direction of Demna Gvasalia
BY OBI ANYANWU
Many designers have stepped into a fashion house and made a statement upon arrival, but none quite like Demna Gvasalia for Balenciaga. Gvasalia’s interpretation of the Balenciaga world took the spotlight immediately and is still a major focus at every fashion week.
The Vetements designer has infused his design aesthetic with the fashion house and overhauled a few stores as well to fit his vision, namely the Los Angeles store in Beverly Hills and its Paris store at 336 rue Saint-Honoré, which opened on March 1.
Under the direction of Gvasalia, the Paris store resembles a clothing warehouse with an aluminum foil-covered ceiling and textured and cast concrete and glass materials that further illustrate the industrial fashion environment. The women’s ready-to-wear and accessories collections are displayed on warehouse conveyor rails that nod to the brand’s headquarters and aluminum display tables. Finally, the changing rooms are covered by silicone curtains and are complimented by utilitarian synthetic leather benches.
Reconstruction is a huge theme for the Georgian designer who is simultaneously redefining the Balenciaga world and further informing the industry of his own.
336 Rue Saint-Honoré