LEMAIRE IN ELZÉVIR

On March 11, LEMAIRE has opened a new boutique in the heart of Le Marais, a district in the 3rd arrondissement of Paris. The brand is pursuing its discreet growth with the new 340 m2 space at 1 Rue Elzévir, a street of the capital named after a Dutch family of printers that grew to prominence in the 16th century. Located a short walk from Place des Vosges, the shop further extends LEMAIRE’s presence in a neighborhood already home to its offices and a boutique dedicated to accessories.

LEMAIRE may be bidding farewell to its iconic shop on Rue de Poitou, but only to move into a new space with room to showcase every facet of the brand. The Spring-Summer 2023 collection is presented on two levels amid materials, colors and shapes that echo and dovetail with the garments, immersing visitors in the different elements that make up the brand.

Since its inception, the LEMAIRE brand, helmed by Christophe Lemaire and Sarah-Linh Tran, has channeled its creativity into timeless wardrobes that are both sophisticated and understated, Parisian and cosmopolitan. “The Rue Elzévir space, which was planned and designed by the LEMAIRE staff, gave some of our inspirations their first tangible form,” note the two creators. “The new shop draws from wide-ranging expertise in line with our fundamental values and celebrates the functionality, practicality and flexibility embodied by LEMAIRE clothing.”

This opening furthers LEMAIRE’s strategy of expanding to new spaces inside and outside France that extend the brand’s reach while staying true to its philosophy. This new location for exhibitions and experimentation, rooted in the local fabric, will serve as a platform for LEMAIRE and for any future locations the brand may seek to establish, paving the way for consistent growth over the long term.

Artworks associated with the collections will be shown regularly on the 300 m2 ground floor. A reflection of LEMAIRE’s interest in people and cultures from across the world, the space will host an exhibition of works by artist Noviadi Angkasapura in May. The New Guinea native inspired a capsule wardrobe of cotton pieces that infused motion into his pen drawings of imaginary animals and anthropomorphic creatures, which subtly intertwine spirituality and nature.

Inside the white walls, behind the black shop front, the garments hang on metal rails forming a horizon of familiar hues – soft tones presented in order of intensity for customers to try on in the serene atmosphere of the changing rooms, covered with handwoven abaca mats. The pieces are presented amid a rich dialogue of decorative elements, such as the Bejmat floor tiles that guide visitors’ path – handcrafted using an age-old artisanal technique practiced in Fes, Morocco. The video on the left reveals part of the manufacturing process.

The leather goods and shoes are presented on ceramics from Apparatu, a family-run studio led by Xavier Mañosa on the outskirts of Barcelona. From modelling to cooking, the video on the right dwells into the complex operation that leads to the creation of these stands.

CERAMIC STANDS FROM APPARATU STUDIO, MATS IN ABACA AND ENZO MARI DESIGNED FURNITURE

Through these elements, which form a harmony much like the collections over the passing seasons, LEMAIRE aims to offer the public a singular experience in an atypical, welcoming showroom loyal to the brand.

PHOTOS BY: CHRISTOPHE COËNON. VIDEOS BY: BENJAMIN CARRION AND JARA VARELA