During Paris Fashion Week for Spring/Summer 2020, all the buses were representing for Isabel Marant. With the face of Rafael Mieses promoting her menswear line. So it made perfect sense that the designer would not announce her first menswear store opening in Paris at the close of fashion week. In the centre of where Paris Men’s show at the hub 111 de la rue de Turenne.
Is fashion ready for a little IM men’s wear? Isabel Marant opened her first Menswear on September 17, 2019. At 111 Rue de Turenne, Isabel Marant unveiled a 50 square meters devoted to an innovative and multi-faceted concept store. Inspired by the 70s, their irreverence, their retro-pop aesthetic and famous subversive musicians.
In the heart of the Haut Marais district, a stone’s throw from the historic Isabel Marant store on Rue de Saintonge. The gallery-boutique showcases the brand’s menswear wardrobe alongside a selection of works from international designers.
Mirroring the Isabel artful sophistication and pioneering spirit that defines the French designer’s aesthetics, this concept has been developed by Marant’s studio in close interaction with a group of talented young European designers and artisans. All sharing the same passion for contrasts, happy tensions and subtle imperfection creating a specific approach of an intimate luxury – a luxury that is personal.
For example, the store windows are framed by black wood panelling through which you see a penis-shaped children’s playground rocker sculpted by Dutch artist Marteen Baas and taken from his work “Wellness & Wonder”. A symbol of masculinity mixing childhood and maturity, it is the emblem of this new masculine space.
In contrast, there is also a metal pyramid with a Brutalist feel by Wendy Andreu and Bram Vanderbeke that encourages visitors to explore the collection. Behind the doors, the foam shelves created by designer Dewi Van De Klomp shapeshift according to the weight and type of items they support.
The soft, airy texture echoes the foam acoustic panels at the back of the store which brings a recording studio vibe. Music is everywhere, from the Oswalds Mills Audio butterfly speakers to the upholstered fitting room inspired by the album cover for Serge Gainsbourg’s “Comic Strip”.
Having founded her label in ’94, she instantly became renowned for her pioneering and cosmopolitan spirit bringing self-affirmation and feel-good effect to her dégaine. To do so, ever since her launch, she has been trying on each garment before it leaves her studio to ensure everything works in the everyday life of a real woman.
In 2017, the designer decided it was only natural to bring out a menswear line: “I’ve been borrowing clothes from your wardrobe for so long, that it’s a fair return to give back to you what is yours.”
The Isabel Marant man has a decidedly Parisian look that combines attitude and character while retaining an everyday fashion style that he can easily make his own. The designer, who opened her first boutique in Paris in the late nineties, now has 41 stores worldwide and plans to continue expanding to places like Florence, Moscow, Shenzen and Taipei – and these just in the next six months. This new Paris store will exclusively stock the Isabel Marant Menswear collection.
ISABEL MARANT HOMME
111 rue de Turenne
T +33 1 43 37 99 66