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Invasion à la Française

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Goyard, Chloé, and Céline: “Contemporary Invaders”. Ooh la la! Burst of French fashion boutiques brightens Via Montenapoleone’s Golden Block. Goyard, the oldest French trunk maker has arrived in Via Gesù, at the corner of Via Monte Napoleone. Chloé, the Parisian fashion house founded in 1952 by Gaby Aghion, landed at 30, Via della Spiga. French luxury brand Céline has re-opened its completely restyled flagship in Milan on Via Monte Napoleone 25/2. 
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Via Monte Napoleone, Milan




 

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PRADA CHIC WHISPERER
 
 


 

 
 
 

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film credits:
PRADA CHIC WHISPERER

director: Patrick Leclerc
screenplay: Robert Taylor
music: Asaguare - Anxious Hannah, Josephine Baker - Haiti 1930
reading:Un Amour De Swann de Marcel Proust by Lou Vincens - La Belle au Bois dormait de Paul Verlaine by Joane

film running time: 00:05:46
 

 

Goyard, Chloé, and Céline: “Contemporary Invaders”

Ooh la la! Burst of French fashion boutiques brightens Via Montenapoleone’s Golden Block.  This fall sees a surge in the number of high-performing French luxury labels opening stores on the most exclusive Milan’s shopping streets.

Goyard, luxury and elegance à la Française.

Goyard
, the oldest French trunk maker has arrived in Via Gesù, at the corner of Via Monte Napoleone. Goyard's special relationship with Italy “is a long-standing one, as exemplified by the gold medal for best luggage won at the Milan World Expo in 1906, or the many Italians Goyard is proud to count among its esteemed customers past and present, including King Umberto II, Italy's last monarch.” The new Milanese boutique is the eighth to bow, following store openings in San Francisco, New York, Miami, Biarritz, Mexico city, Shanghai, London and the two addresses in Paris at 233 and 352, rue Saint-Honoré.  Emerged as a favorite of aristocratic families, who had their custom-made trunks painted with coats of arms (Goyard counted the Maharaja of Kapurthala, the Rockefellers, the Romanovs, the Duke and Duchess of Windsor among its customers  and Karl Lagerfeld today) - the historic Maison  has roots in the House of Martin, founded in 1792, and became Goyard in 1853 (older than Louis Vuitton by one year). Since then, the Parisian trunk and bag-maker has maintained a mysterious and impressive reputation based on quality, functionality, exclusivity, legacy, heritage, prestige, personalization and discretion. NO advertising, NO e-commerce, and very few stockists (Goyard is only available at  Bergdorf Goodman in New York and at Barneys in New York, Boston and Beverly Hills).  Goyard now provides custom services, where apprenticed artists trained in France hand-paint  initials, stripes, flowers, animals and any other design its customers can dream up.
Thanks to a large choice of designs and fonts coming in a wide range of shades, customers can make their Goyard unique and express their individuality. Depending on the intricacy of the design and the number of colors used, each piece might take between two weeks and two months to finish. Like Goyard products, which run from $1,600 for a canvas tote bag to $6,000 or more for a trunk, the monogramming service comes at a price - $155 Monogramming (Classic colors) , or $310 (metallic colors)  , another $150 for stripes, $600 for a flower and up. Customers have to wait outside the small boutique because it can only accomodate a limited number of clients. Assistants in white gloves take care to the shoppers fortunate enough to have entered. Beach bags, towels, pouches, wallets, hangers, belts, dog collars, slippers, umbrellas, pens and pen cases complete the collection.

Chloé, “Once a Chloé girl, always a Chloé girl.”

Chloé
, the Parisian fashion house founded in 1952 by Gaby Aghion, landed at 30, Via della Spiga.  The Richemont-owned brand, which - in conjunction with Yoox, launched its first ecommerce site at the end of June, is headed up since 2011 by Claire Waight Keller. The expat Brit designer captures the essence of Chloé but still makes it modern - just what Gaby Aghion wanted. “Chloé speaks to me on so many levels-firstly because it’s feminine,” said the creative director “I love the free-spirited, effortless attitude of the Chloé girl. For me, Chloé is about that fabulous piece you can wear so many different ways, and the spirit of confidence you have when you wear it. Most of all, it feels real.” Today, Chloé collections can still be described as they were originally intended: easy, elegant, feminine, bohemian, and chic. 
The Paris-based fashion house also revealed six months ago the brand set up a leather goods atelier in Milan, dedication to the manufacturing of bags and strengthening the current studio in Paris.  Italy calls France.

Céline re-opening in Via Monte Napoleone.

French luxury brand Céline has re-opened its completely restyled flagship in Milan on Via Monte Napoleone 25/2. The boutique, on two levels, has taken on the global template and has also added an additional level of retail, taking the internal footprint to 320 sq m. The store façade is included in the transformation, and now features eleven large windows framed by precious iroko wood, silhouetted against ‘ceppo’ stone, a typical feature of the city of Milan.
To mark the re-opening, Céline will be offering customers a once-off chance to purchase its ‘Tri-Fold’ bag in moss green and its Mini Belt bag in red crocodile. The bags will  be available exclusively in Via Monte Napoleone

photo courtesy / Céline / inside store
 
  
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