Balenciaga will open a revolutionary boutique in Paris entirely dedicated to haute couture, on the occasion of the brand’s 51st couture show.
Designed by the house’s creative director, the Georgian Demna Gvasalia, this ground-floor store will be located at 10 avenue George V, where the founder Cristobal Balenciaga opened his first couture address in 1937.
“Haute couture, this is the origin of Balenciaga. As a brand, that’s where it all started. When I understood that Demna had given Balenciaga the place that this house deserves, thanks to our first couture show, I immediately felt that this was a unique opportunity. Not to rewrite the past, but to reinvent the history of haute couture at Balenciaga”, explains the PBDG of the house, Cédric Charbit.
Last July, Demna relaunched the label on the couture scene with a critically acclaimed show, presented on the floors of the same Parisian building. It was a return to haute couture after a 53-year absence, dating back to the year Cristobal had to barricade his shop in the face of the student and worker revolt of 1968. Known for his majestic sense of silhouette, his unique fabrics and his taste for awe-inspiring elegance, Mr. Balenciaga is widely regarded as one of the finest designers in the history of fashion.
“Haute couture is another area we want to invest in. It’s a crucial way of expressing the way we do things at Balenciaga. After last year’s show, we understood the importance of couture for the house. But we had no idea there would be such a demand for more unique products, services and ideas,” adds Cédric Charbit.
The latter points out that the decoration of this 250 square meter boutique “offers a huge contrast with traditional fashion houses, thanks to a much more modern and radical architecture. The brand
will distribute clothing, accessories, glasses and exceptional objects, highlighting the craftsmanship of the house. There will be no ready-to-wear items. All products are limited edition, and can be personalized or altered in the workshops upstairs.
“Ready-to-wear is made by machine. Everything will be done by hand here,” enthuses the CEO.
The couture boutique is designed to show Balenciaga know-how and welcome customers who love exceptional products. The ground floor will be divided into two spaces, one for women, the other dedicated to men, with couture lounges above to make the connection. The store will be open Tuesday through Friday, 11 a.m. to 7 p.m., and by appointment on Mondays and Saturdays.
Cédric Charbit thinks this store will attract existing and new customers.
“Many of our customers have expressed a need for haute couture since Demna’s first collection. We believe there is great potential, and are seeing interest from those who patronize other classic fashion houses. We have also noticed that haute couture attracts both men and women. We think it’s an opportunity to tell a story, to offer ideas and know-how made in France to our customers. It’s a place where you can find the best of the best in service, rare and unique products, for high net worth individuals – people who have no price constraints. It’s a historic address like no other,” concludes the CEO.
