24 Sèvres’ New Campaign Plays With Parisian Clichés

JE NE SAIS QUOI: For its new media campaign, 24 Sèvres, the global luxury web site owned by LVMH Moët Hennessy Louis Vuitton, is making fun of the usual stereotypes associated with the Parisienne.
Launching today and photographed by Cecy Young, the campaign features four women posing as counter-examples of Parisian clichés in what the online retailer is touting as a refreshing approach to idealized French style, known for its understated and effortless approach to fashion.
The tone is tongue-in-cheek: French model and actress Audrey Marnay is seen wearing a bright yellow Loewe coat on a visual stating “The Parisienne Only Wears Black,” while Nineties icon Georgina Grenville lifts her arms up in a fuzzy Dries Van Noten fake fur coat on the image headlined “The Parisienne Never Shaves.”
Since opening in 2017 as the online arm of Left Bank department store Le Bon Marché, 24 Sèvres has favored a distinctly Parisian point of view in its selection of brands.
“With this campaign, we wanted to highlight our Parisian roots, but also poke a little fun at them, making sure to address both our local consumers and women worldwide,” said Pauline Dollé-Labbé, marketing director at 24 Sèvres.

Louise Follain stars in the new 24 Sèvres

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Rising Parisian star Petite Meller brings her jazz-pop to London

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6 Reasons American Women Should Stop Trying To Be Parisian

In the vast and ever-changing world of “What Is Stylish,” there are a few things that seem to be constants: black always works; brows, lips, and lashes if nothing else; and when it comes to effortless chic and undone beauty, no one is more prized or emulated than the Parisian woman.
Style – The Huffington Post
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Left Bank vs. Right Bank: A Guide to Parisian Style Icons on Both Sides of Town

Françoise Hardy​ and Capucine

Fashion never stands still. The latest shake-up doesn’t involve revolving doors, but a change of address: After more than four decades on the tony Avenue George V, Saint Laurent will be moving its headquarters to the bohemian Left Bank in 2018. This relocation is highly symbolic and another example of how creative director and change agent Hedi Slimane is, as Nathan Heller noted in Vogue, actively tweaking the soigné roots of the house toward something cooler. The Los Angeles–based Slimane has no interest in b.c.b.g. bon chic, bon genre, a sort of codified good taste; rather he’s fascinated by grunge and glam, as evidenced by the rock chicks, with their winged eyes and ripped fishnets he sent down the runway for fall.

Because Yves Saint Laurent was already a living legend and largely retired from public life when he took his final bow at the couture show in 2002, it is easy to forget that Saint Laurent, much like the character the YSL-clad Catherine Deneuve plays in Belle de Jour, was fascinated by the high and the low. “Yves, like me,” said Saint Laurent’s muse Betty Catroux in 2010, “had a passion for black leather, and all that was a bit louche.” In fact, one of his first acts of sartorial rebellion—one which indirectly cost him his job at Dior in 1960—was showing Beat-style moto jackets in crocodile to his couture clients. (Another was to champion the model Victoire Doutreleau, who was initially scorned for her “Left Bank look.”)


Yves Saint Laurent with Betty Catroux and Loulou de la Falaise, 1969

Photo: Keystone-France/Gamma-Keystone via Getty Images

Saint Laurent might have been a king of couture, but in 1966, led by his intuitive sense of what was happening on the street, he became a pioneer of ready-to-wear with the debut of Yves Saint Laurent Rive Gauche. “The phenomenon of creation is the same in the haute couture or the ready-to-wear,” Saint Laurent said in 1968. “To me, there is no couture, there is just clothing.” So committed was the designer to his new line that for several years he banned the press from his couture showings to keep the focus on his off-the-peg fashions, which, while youthful, were anything but cheap and cheerful: “Compared with London’s Carnaby Street,” noted one contemporary journalist, “the boutiques of Saint-Germain and its environs are citadels of good taste.”

Saint Laurent came from a privileged background; Slimane was raised in the Nineteenth Arrondissement, on the Rive Droite, both were fascinated by the Left Bank, historically home to artists, rebels, and intellectuals—Picasso to Piaf. By 1957 the Left Bank’s “Beat” was so pandemic that it was co-opted by Hollywood (cue Funny Face). In 1966, the year Saint Laurent launched Rive Gauche, the wire services were reporting on the “jazzy fashion boutiques that have suddenly made Boulevard St. Germain and its environs the heart of young Paris style.” The power and allure of this bohemian style was, of course, only heightened by the proximity of its polar opposite, the Right Bank, where power and propriety hold sway. Here, a look back at French icons from both sides of the Seine.


Left Bank



Right Bank


The post Left Bank vs. Right Bank: A Guide to Parisian Style Icons on Both Sides of Town appeared first on Vogue.

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Parisian Yummy Mummies Have It Down: A Guide to Chic Child Rearing 

Photo: Getty Images

It seems that French parenting, just like everything else stemming from this part of the world, is having a moment. Glancing at the endless “be more French” baby books lining airport kiosks, you would think that French women have discovered the Holy Grail of motherhood, one that miraculously transforms this scary and exhausting endeavor into an effortless exercise, one complete with calm babies, lithe bodies, sexually content husbands, and impeccable wardrobes. They don’t even have to work at it, attaining this paragon through good genes, moderation, and a general Zen laissez-faire. Or do they? In an effort to find out, I headed to the Sixteenth Arrondissement, the Parisian answer to Manhattan’s Upper East Side and epicenter of all things bébé.


Photo: Getty Images

First things first: Once I hit the streets, I realize that I can’t actually tell who is a mother or not. With most of the kids tucked away at crèche–the French version of day care and a right of passage for every child–the women around me are surprisingly hard to define. Gone are the diaper bags, the yoga mats, the oversize engagement rings, and all the other “stay-at-home-mom” indicators that I am accustomed to. The sole traces of family status are the thin gold bands on their wedding fingers (even the wealthiest Europeans don’t believe in our engagement ring craze), and the occasional Goyard tote that may actually hold diapers and snacks, though you’d never know it. Among the moms of the over-five crowd, I spy an impressive amount of understated Hermès and Céline, paired with simple high-street basics. All the mothers look professional and chic, like their lives do not revolve around their children (or their husbands, for that matter).

I head over to visit my friend, a new mother who is currently raising a one-year-old in Paris. She answers the door, baby in hand, closely accompanied by a chien roughly my size that she has jokingly started referring to as a “dorse” due to its resemblance to both a dog and a horse (because a baby is not enough to handle effortlessly, the French typically favor large dogs). In her navy kimono-style bathrobe with just a glimpse of a lacy Agent Provocateur set visible, she looks more like somebody who has spent the past week in Merano than that mother of an infant at the pinnacle of her crawling stage. So far, so good.


Olivier Desforges Andalouse kimono bleu robe, $ 150;


Agent Provocateur Soirée Zaharah metallic lace underwired bra, $ 690;


Agent Provocateur Soirée Zaharah metallic lace briefs, $ 450;


Photo: (Clockwise from top left) Courtesy of amara.com; Courtesy of net-a-porter.com; Courtesy of net-a-porter.com


Tartine et Chocolat elastic, $ 17;


Tartine et Chocolat white night gown, $ 88;


Pottery Barn Kids bunny nursery fur animal slippers, $ 20;


Photo: (Clockwise from top left) Courtesy of tartine-et-chocolat-boutique.com; Courtesy of tartine-et-chocolat-boutique.com; Courtesy of potterybarnkids.com

The trouble starts when we head to her bedroom, where she attempts to pick out an outfit. “Everything I own is dirty,” she announces in defeat, explaining that her life now entails three daily outfit changes due to the various joys of motherhood—spit-up, feeding, and bathing le bébé, for starters—which makes getting dressed something of a logistically challenging pursuit. I suggest some fitness clothes; after all, our afternoon plans entail lunch and errands. Mais non, after a quick glance at her watch, she proclaims that it is too late: In Paris, workout gear past 10:00 a.m. is considered socially unacceptable. “What about weekends?” I ask, remembering all the Tribeca moms back home rushing to the farmer’s market in their Lululemon. “Especially weekends. God forbid my [French] husband even catches me walking the dog in sweatpants. He likes to say that I am a representation of him, and sweatpants do not fit the bill.”

But what hands-on mother has time to play fashionista? She explains that most French mothers she knows have adopted a uniform, something chic, functional, and composed of interchangeable, neutral basics that allow them to move around seamlessly with bébé in tow. A standard outfit includes high-waisted skinny jeans and a crisp cotton button-down from Massimo Dutti, topped with an Eric Bompard cashmere sweater and a pair of Manfield riding boots. Under the condition that laundry day is conducted on time (meaning roughly three times a week), getting dressed should just be a matter of quick coordination. An oversize cashmere coat, a classic Goyard tote, and you are easily out the door in the matter of minutes.


Burberry London oversize cashmere-felt coat, $ 3,295;


Eric Bompard off-gauge oversize V-neck pullover, $ 320;


Acne Studios pin raw reform high-rise skinny jeans, $ 220;

Massimo Dutti large striped blouse, $ 90;


Ariat Challenge Contour leather slim-fit riding boots, $ 400;


Photo: (Clockwise from top left) Courtesy of net-a-porter.com; Courtesy of eric-bompard.com; Courtesy of net-a-porter.com; Courtesy of massimodutti.com; Courtesy of net-a-porter.com


Numaé bonnet MAGA, $ 50;


Baby Dior double-sided angora coat, price upon request; For information: dior.com;

Bonpoint soft ballet pumps, $ 235;


Tartine et Chocolat pink dress, $ 143;


Photo: (Clockwise from top left) Courtesy of numae.fr; Courtesy of dior.com; Courtesy of bonpoint.com; Courtesy of tartine-et-chocolat-boutique.com

When it comes to l’enfant, however? “If I’m a representation of my husband, then my daughter is a representation of me,” she says, trying three different hair bows on her daughter before finally setting for a tiny beanie from Numaé, a French baby brand with a hippie twist that’s become her obsession du jour. Her little girl’s dresser, purchased at the Parisian baby furniture mecca, Baudou, is stocked with enough designer brands to put a grown woman to shame: Pieces from Baby Dior and Stella McCartney Kids intermingle with basics from Tartine et Chocolat and Jacadi, all in tastefully muted pastels and dove grays. There’s something about these elegant little baby clothes that inspire fantasies about a Parisian future of Bonpoint gift bags and babies that coo “Maman,” even in the not otherwise maternally inclined. (Ahem.) And yet, my friend confides that she is excited for her daughter to start crèche—while she relishes in being a mother, even penning a mommy blog that gives a peek into her everyday life (LaYummyMummy.com), she looks forward to returning to her more independent self. “I think this will actually help me be a better mother,” she says, “as well as set a good example for my daughter.”

After a healthy lunch amongst some other French yummy mummies and their very well-behaved offspring (true to their reputation, French children really are impressively calm in public), I accompany her as she runs her daily errands. First, a stop at the Passy market to pick up some vegetables and fresh-cut flowers, followed by a twenty-minute wait at the boulangerie for the best côte de boeuf. Back at the apartment, my friend runs out with her dorse, feeds the child an organic concoction, and starts preparing a gourmet mini-feast for her husband. The entire routine is exhausting yet somehow entirely charming, giving motherhood a desirability that I rarely experience. There is no magic formula, it seems, no twelve-step miracle to French parenting; just a sense of humor and a quest to find pleasure in the small things, as well as enjoying those irreversible moments with your child while still preserving your adult life.

And about that adult life: The phone rings, the hubby is on his way back home. After a quick dash into the bedroom, she emerges in a cloud of Terre d’Hermès (a perfect fresh scent to slightly masque the eau de bébé), wearing her final outfit of the day, a  Massimo Dutti sweaterdress, opaque tights, and simple Chanel flats. A candle is lit, a bottle of red wine is opened. She winks at me as she starts setting the table, and something tells me that, if all goes well, there is a grown-up plan for later that evening.


Massimo Dutti sweaterdress, $ 150;

Massimo Dutti, NYC, 212.371.2555;

Carine Gilson Julia lace-trimmed silk-satin chemise, $ 1,200;


Terre d’Hermés Eau Tres Fraiche, $ 119;


Falke pure matte 100 tights, $ 59;


Chanel calfskin flats, $ 750;


Photo: (Clockwise from top left) Courtesy of Massimo Dutti; Courtesy of net-a-porter.com; Courtesy of hermes.com; Courtesy of jcrew.com; Courtesy of chanel.com


Jacadi raglan metallic cardigan, $ 82;


Stella McCartney Maggie striped dress, $ 115;


Tartine et Chocolat barrette, $ 30;


Photo06: (Clockwise from top left) Courtesy of jacadi.us; Courtesy of stellamccartney.com; Courtesy of tartine-et-chocolat-boutique.com


Marina Khorosh is the author of dbagdating.com.

The post Parisian Yummy Mummies Have It Down: A Guide to Chic Child Rearing  appeared first on Vogue.

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