Molli has opened its largest boutique to date at 29 rue François 1er, offering a quiet alternative to the grandeur of nearby Champs-Élysées storefronts. Designed to feel like the home of a friend, the 100-square-meter space presents the brand’s signature knitwear in an atmosphere that favors softness over spectacle.
There’s no oversized logo or dramatic display — just a modest window filtering light into a world of subdued color and calm detail. Inside, plum and pink beams frame a ceiling garden of forget-me-nots and achillea, crafted from colorful boxes. Flea-market furnishings, parquet floors, and crocheted tulips soften the space further, lending it a domestic character.
A notable feature of the boutique is the women’s library behind the counter, curated with novels and biographies left by Molli’s founder Charlotte de Fayet, her team, and even customers. Visitors are encouraged to leave behind a book that marked them or pick up one left by someone else, with handwritten notes offering shared reflections. It’s a subtle but personal invitation: to read, to connect, to linger.
“One can sit and read in the large armchair near the fitting room,” the brand notes. “With its checked fabric and carpeting, it is like being inside a comfortable box, a walk-in closet where one can feel right at home.”
The opening is also part of a broader quiet revival of the area known as the Golden Triangle. With a growing number of galleries and discreet boutiques, rue François 1er is becoming a destination for women drawn to understatement rather than spectacle.
Molli’s new space doesn’t act like a flagship — it simply feels lived in. And that seems to be the point.
Location
29 rue François 1er, Paris