Levi’s®’ French Connection | The Champs Elysees Flagship Store Launch

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“Born in Europe, denim’s function and adaptable form found a perfect home in untamed America with the invention of jeans; then, as now, denim makes our lives easier by making us comfortable; and gives us a little bit of history every time we put it on.” (Downey, 7)

Last week Paris saw the opening of its very first Levi’s Flagship store, within what was once Paris’ first underground swimming pool in the 1920s (yes, my ears perked up as soon as I heard that tidbit of information). The second largest store in Europe (the first being our very own on Regent Street) is surrounded by a multitude of esteemed American and French brands alike on the renowned and unmistakably fashionable Champs Elysees.

You might be curious to know (as I was too) why the birth of this new store holds such significance. I soon discovered it was because of the special connection America has with France and the friendship they continue to maintain, rousing, driving and honing creativity, in fashion, music, art and film.

This special connection is bound in the very fabric (quite literally) of Levi’s’ products. I was intrigued to discover that the original ‘Denim’ fabric (as we know it) was developed in Nimes, France in the 17th century and known then in Europe as Serge de Nimes. Over a century later, Bavarian born Loeb Strauss together with tailor Jacob Davies created the first pair of Serge de Nimes ‘waist overalls’ (the name for jeans at that time).

Since then, Levi’s denim jeans have continued to evolve and improve with the changes in lifestyle and working conditions. The prominent new store proudly holds vintage reproductions of all the most popular styles since 1890 within its excellently designed tailoring shop on the first floor, where customers may have their favourite denim purchases altered, repaired or customised by Levi’s’ skilled craftsmen.

The vintage ambience continues throughout the exceptional three floored, 650 square-metre store with its rustic décor and industrial interior elements, notably the collage of vintage Levi’s advertisements that enrich the wall leading up to the first floor.

Levi’s are keen to encourage and practice sustainability wherever possible and this element goes beyond their fantastic Waterless Jeans scheme. The store’s interior evidences this in its design; the lighting and ventilation and where possible, the incorporation of reclaimed, reused and restored materials. The store’s dressing rooms and their doors are wonderful products of this ethos, with each one uniquely decorated with vintage doors.

To celebrate the grand opening and to pay homage to the creatively intertwined countries, Levi’s hosted an indulgent party within the store, proudly showcasing collaborations in art, music and fashion from both the USA and France. French electro-house DJ and owner of Ed Banger Records (Paris), Pedro Winter – or ‘Busy P’, together with New York’s James Murphy of LCD Sound System/DFA Records worked together to design bespoke clothing, honouring the others’ culture, as well as each building their very own art installations for the store. Pedro Winter created an installment that takes us on a journey to and celebrates his passion for skateboarding. Similarly, James Murphy’s installation harks back to his days as a ‘sound technician’, introducing us to a collection of speakers married together, with petite screens portraying images of the DFA Records Family. Both sentimental, both unique.

As Lise Van Aisenoy, (Women’s Merchendising and Design Director) enthused during my interview with her (which you can read here), ‘The Levi’s Champs Elysees store is not just a store, it’s an experience that transcends the purchasing of clothes.’ This may sound a tad dramatic, but trust me, she’s quite right. With its unique layout, the store encourages visitors to explore its nooks and crannies and discover its quirky and retro features.

An iconic store in an iconic location, with something to feed your imagination, style and pocket.

You will find the Levi’s Paris Flagship store at 76 Avenue des Champs Elysees

^{If like me, shopping on a busy street (such as Oxford Street) makes you anxious or leads to street rage, my advice would be, to know exactly where the store of your desire is located and avoid much of the crowds by walking along the far calmer side streets behind that main street to reach your destination.}

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