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2010 July 21

Lanvin Lands in New York

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Alber Elbaz Alber Elbaz
JOE SCHILDHORN/PatrickMcMullan.com
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(NEW YORK) Because sometimes---particularly in New York---that Barneys mini-boutique isn’t enough, Lanvin will finally open its first New York boutique (as first reported by The Daily) this week at 815 Madison Avenue. The five-story townhouse, the first three floors of which will house the store with the upper two serving as the company’s corporate headquarters starting in September, will offer the brand’s full array of product, from ready-to-wear and accessories to bridal and commemorative products like tees, totes, notebooks and colored pencils, and porcelain dolls. “My dream when I started at Lanvin was to create this kind of luxury supermarket,” Alber Elbaz told WWD. “It would have everything you needed — T-shirts, bridal dresses, jeans, handbags, jewelry and shoes. I really believe the whole concept of going to a store when you need something. Women have enough. What I have to do is make their life easy. The product is all about dreams. In the store, everything is very clear.”

Though the Madison shop hasn’t officially opened its doors yet, the company is still pressing ahead, with a Beijing store in the works and an Los Angeles outpost in early planning stages. (The New York boutique is the brand’s third in the U.S., following shops in Bal Harbour and Las Vegas.) But cookie-cutter boutiques they aren’t: “I’m not very flagship oriented,” Elbaz said. “We don’t take a concept that we opened in Paris or Tokyo [and replicate it]. We have to go with the structure of the store and the architecture. Sometimes when I work with a fabric it has a mind of its own. I have to listen to the fabrics. Some are very stubborn. The easiest thing is to do a white box.” The concept of the Madison townhouse, for example, includes a first floor modeled after a ‘20s-era residential apartment, with Art Deco and Art Nouveau touches. Photographs of Jeanne-Marie Lanvin, the company’s founder, hang on the wall, with one image that covers an entire wall. “We’re the last designer house in the world that didn’t have a store in New York,” said Elbaz. “It’s about time.”
EMILY GYBEN




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