As one of the landmarks of the Right Bank, the Paris flagship store Galeries Lafayette, a century old high-end department store chain, is known for its long history and allure. A convergence of Parisian high fashion and creative culture, it houses many of the world’s top global brands and attracts elite society from all corners of the globe. Located at no. 40 Boulevard Haussmann, its architectural splendor rivals that of the Opéra de Paris. Shopping here is an incredible experience, as if a part of a moveable feast …
Following in the steps of MO&Co., which held a glorious grand opening ceremony in March for the christening of its first overseas store located on the second-floor of Galeries Lafeyette, Edition 10, an upscale ladies fashion brand, has also landed at this Parisian shopping Mecca. In Europe, Edition 10 will continue to uphold its design philosophy of high quality and unique style, providing elite women with practical and fashionable wardrobes incorporating elements of the Orient.
I am Edition 10
The Coco Channel quote “Fashion passes; style remains” was once sensational in the fashion industry. On a similar note, Edition 10 exists as a brand of upscale ladies fashion which aims to design comfortable wardrobes for contemporary women featuring “style that remains”. In this way, Edition 10 will always have a foothold in the ever-changing world of fashion and will be able to continue to maintain its identity through its attitude. As fashion rules our lives, Edition 10 relentlessly pursues the philosophy of “Less is more.” It designs simple but elegant clothes using the most natural materials, leading-edge processes, and the best tailoring techniques, providing you with an experience of pure comfort. Though comfort and fashion are said to contradict one another, Edition 10 has solved this dilemma. “Creating quality wardrobes with a rich sense of design that are never outdated” runs deeps in its DNA. Its philosophy is shared by contemporary elite women who know how to be well dressed and appreciate fashion. Playing different roles on various occasions, they stay true to themselves and have their own ideas about fashion taste and lifestyle.
Since the start, Edition 10 has held true to this philosophy and its six years of efforts have paid off. Its design philosophy and products have received recognition from high-end retailers the world over. Along with its sister brand MO&Co., Edition 10 has been gaining popularity among the many “light luxury” brands.
Hybrid: East in West
This season, Edition 10 has rendered the ultimate fusion of Eastern aesthetics and Western design, combining modernism, Imperial red, geometric twills, and the architectural contours of the Far East. The 19th century saw the art of the Orient make its way across the oceans to Europe, arousing a passion for the sensuality and artistic implications of the Far East. In the roaring 1920s, the European upper class fell in love with the mysteries of the Orient. The Eastern traditions of tea culture and ikebana (flower arranging) were introduced in Europe and this representation of a free, tranquil lifestyle attracted the people in an industrial age. The Edition 10 Autumn/Winter Collection, a hybrid of East and West, has landed in Paris, the birthplace of contemporary ladies fashion, bringing with it a set of Zen patterns inspired by Oriental culture. This collection embraces the Yuppie spirit by using natural silks and wools to express an art language that is both delicate and concise, and alters time and space to deliver a poetic greeting from the Orient to Paris this early autumn.
With veined marble and synthetic stone combined with solid wood, the décor of the space gives a sense of contemporary art with an implication of conflict. In this clean and pure space, neoclassicism and avant-garde style subtly clash, presenting an artistic sense of light luxury.
The Edition 10 Autumn/Winter Collection available at the Galeries Lafayette Paris is filled with implicit Oriental elements. Featuring long architectural-style lines and perfectly proportional contours, the collection gives full play to both soft and hard textures. Elegant, loose capes are retro and cozy, representing a hybrid of Eastern and Western tastes presented in a simple and concise manner. With hues of gray imparting an air of elegance and culture in the poetic Parisian autumn, you feel as if you may chance to meet Marguerite Duras, strolling the avenues in her day.
Arriving in France from across the vast oceans, the unique contemporary design of Edition 10 continues to inspire the West with wild imaginings of the East …
Edition 10 Store the Galeries Lafayette Paris France
Address: 3F, Galeries Lafayette, 40 Boulevard Haussmann, 75009 Paris