Trailing the end of Fashion Week, Paris’ elite multi-concept department store Colette celebrated its 15-year anniversary over the weekend of March 10th and 11th in the Jardin de Tuileries. The highly anticipated Carnaval, a first public event for the Tuileries forum outside of Fashion Week, attracted hefty crowds – many visitors never even got inside the 43,000-square-foot tent, and it’s no surprise.
For their 15th anniversary Colette’s founder, Sarah Andelman took the initiative to involve the public in a larger than life celebration. After fashion week, this was an exciting opportunity for adults and children alike to engage in an inaugural cultural epicenter launched in the heart of the city’s first arrondissement. The festival fair, held a stone’s throw away from the boutique’s Saint-Honoré location, boasted a versatile array of interactive fun from the best brands indesign, beauty, technology and food &drink. Repetto, Kitsuné, Nike, Carven, and Comme des Garcons were among the leadingsartorial rosterthat participatedin the post-fashion week festivities over the two-day celebration, cementing innovative ideas geared towards the multi-concept store.
With many brands debuting new collections, capsule collections and collaborations over Paris Fashion Week, this was a great opportunity to reinforce their launch to a wider audience. A.P.C., whose recently launched collaboration with Vanessa Seward, first presented in a Paris showroomlast week, secured a space at the Carnaval, as did Nike who celebrated its NIKE Night Track, a modern interpretation of the ‘70s style shoe, in cherry red. Nike even assembled a basketball court for adults and children alike to practice their skills, as well as a dance workshop in collaboration with I COULD NEVER BE A DANCER. Shoe brands Solemart and Repetto also used the Carnaval as an interactive marketing opportunity with Repetto’s kid-friendly dance classes, hosted early Sunday afternoon, as a major success withfamily crowds.
For those whose physical forte isn’t basketball or dance, there were many other options tailored to every cultural taste: Le Cooklette offered cooking lessons, Lomography showcased the latestin photography, Edith A. Miller opened a Kissing Booth, andScott Campbell conducted a blind tattoo session. Other highlights includedsome of the gourmet food stalls amidst the 50 plus booths, such as Ladurée’s miniature antique style cart that whipped up cotton candy flavored macarons especially for the event.
Of course, this public milestone had to maintain some sort of exclusivity, so the store celebrated with a private party on Saturday evening for press and VIP guests. Partygoersdropped beats to a live performance from Kid Cudi(who cancelled his earlier public showscheduled to take place that day at 5:00pm), and noshed on old-fashioned popcorn and cotton candy, while perusing the goods and mingling with designers. Most popular, was the photobooth situated conveniently next to Laetitia Crahay’s milliner stand, allowing guests to snap a photo clad in the designer’s fancy hats.
Colette’s iconic success continues throughout March, with an illustration exhibit by Australian artist Craig Redman, whose emblematic Darcel Cyclops has been featured on the store’s various decorations and merchandise including everything from balloons and pins, to Haribo gummy bears or iPhone cases designed especially for the event. In this latest exhibit, entitled ‘150/15,’ Redman’s illustrations will feature fashion’s famous faces such as Bill Cunningham, Lady Gaga, and Coco Chanel – a solid wrap to finalize four weeks of fashion worldwide.
Article by Ali Leier
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