After the closure of his boutique on rue de Rivoli (1st arrondissement), following the health crisis, the British jeans maker has just opened the doors of his first pop-up in France, until the end of July, at 29 rue des Jeunes (2nd).
With an area of 30sq m, the pop-up store presents its latest ready-to-wear collections for women, men and unisex.
Emmanuel Renou, Artistic Director of Lee Cooper, was in charge of this new project. Maude Cortes, Managing Director France, also supported him in the decision-making processes. After having led several exchanges with England, his objective was to rework the codes of the label and to be in phase with this country: “I wanted to revitalise the image of the brand, to rejuvenate it, while remaining in phase with the England, to have a very clear and structured guiding and creative line. The idea was to represent Lee Cooper’s image internationally,” he told FashionNetwork.com.
The former artistic director of Joe Rétro imagined a space in a boudoir spirit (an English nod), combining modernity and cultural heritage. The shop is organised by colours and themes. One of the themes reflects the “British spirit” with polka dots, liberty or denim. Another is inspired by the hippie universe for the men’s capsule with striped, checked or houndstooth patterns. To rebuild his image, Lee Cooper appealed two months ago to the press agency PopandPartners, which allowed him to prepare in this new store, the launch of the winter collection.
