Maison Alaïa’s famous Petite Boutique has officially reopened. On July 10 the Petite Boutique moved just next door to the fashion house’s Grande Boutique, opening its doors at 5 Rue de Moussy. The Petite Boutique will sell clothing from Maison Alaïa’s past collections as well as individual pieces donated by friends of the brand.
Anouschka, a French figure and close friend to the late Azzedine Alaïa, will curate collections at the boutique four to six times a year. “Visitors will be able to find rare gems and rediscover signature ‘Azzedine’ pieces: a unique style complete with its own vocabulary and punctuation, telling the story of his work,” she said. For her first selections, she will be working around a white theme.
The boutique has a humanitarian mission close to the namesake designer’s heart as well: currently, the shop is holding a long term fundraiser for Imagine, a research institute dedicated to fighting genetic diseases. The proceeds from the sales of donated items from friends of the house will benefit the organization. Alaïa himself supported Imagine since its inception, and believed in the importance of helping affected people and children. Currently, almost three million families in France are affected by genetic diseases, and only five percent have a cohesive treatment plan.
“We are deeply touched by this project being carried out by our very first benefactor. The project is based on the themes of heritage, exchange, and transmission, which are all integral to the work of our geneticists,” says Geneticist and Imagine Director Stanislas Lyonnet. “The project perfectly illustrates the shared stories of our separate worlds–fashion and science–bringing them together like the stories of two families united in excellence.”
The Petite Boutique first opened in the 1980s on Rue de Bellechasse, but this summer’s reopening marks a new chapter for the upcycled heritage-centric store. On a philosophical level, the boutique’s appreciation of archival pieces and its employment of a dear friend of the late Alaïa mirrors the ways in which DNA and human traits simultaneously replicate and shift across generations. It is clear that even though Azzedine Alaïa has passed, his spirit continues to shape his Maison.END
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createdAt:Mon, 13 Jul 2020 21:27:57 +0000