It's Paris Fashion week again. Of course, unless you have an invitation to one of the défilés, this will have very little impact on your daily life. The fashion world moves in its own orbit, with Anna Wintour as its centre of gravity. The best the rest of us can do is hang out at the Hotel Costes or Davé (the fashionistas' favourite Chinese restaurant, rue de Richelieu in Paris).
Or visit a pop-up store. Retail brands often use fashion week to launch new concepts in the form of temporary shops. Louis Vuitton has just opened a boutique éphémère called "L'Aventure", at 22 avenue Montaigne (8e). "Curated" by our friend Tyler Brûlé, founder of Monocle magazine, it is dedicated to the world of luxury travel. Buy a suitcase and get it monogrammed! Hang out in the hammock! Talk about it on Twitter! Meanwhile, on September 23, Petit Bateau opened a pop-up store with a maritime theme, at 11 rue Debelleyme in the Marais (3e). The smell of the sea! Temporary tattoos! Crêpes! Stripy T-shirts! Finally, Indian designer Manish Arora launches his pop-up store in the Jardin du Palais Royal on September 28. Think pink! Merchandising is a vital ingredient of retail, and these stores are effective communication tools, distilling brand values into one compact space. Plus their temporary nature gives them a "must visit" appeal. And they're a lot more fun than their permanent cousins.
