Now Open: Paris Goes Double-Dutch With Viktor & Rolf's First Flagship Store in the City

Viktor & Rolf, fashion's avant-garde darling, is definitely enjoying a moment with the opening of its first Paris flagship store located on the fashionable Rue Saint Honoré, across the street from the new Mandarin Oriental hotel and seconds away from the Place Vendôme. After their sensational return to the haute couture calendar in the French capital earlier this year—with a collection that was partially bought by an unnamed art collector before it even hit the runway—Dutch-design duo Viktor Horsting and Rolf Snoeren have returned to open their first-ever stand-alone boutique—a two-story, 7,000-square-foot shop covered completely in gray felt.

Known for their unconventional approach to craftsmanship, the duo hand-selected Pierre Beucler and Jean-Christophe Poggioli of Architecture & Associés to design a space inspired by the idea of creating an invisible boutique, something they refer to as "ghost architecture." Felt-covered neoclassical details (like moulding and vases brimming with fabric flowers) have been layered to create an environment where the pair can inject their own eccentric design sensibility season after season.

While the store carries the full women's and men's ready-to-wear collections (as well as fragrances and accessories), two printed men's down coats with fur-lined hoods are on offer as exclusives to the flagship, as well as the complete series of the hard-to-find Viktor & Rolf eyewear collection produced with Japanese licensing partner Murai Inc. Antidote, one of the rarer fragrances, will also be available soon.

Our must-haves: Silk dress shirts made in Italy and hand-embroidered in India by master artisans, and slim-fit and skinny jeans from the FW13 Monsieur collection.

What's next: Horsting and Snoeren are likely to officially inaugurate the boutique during the upcoming Paris Fashion Week.


Viktor & Rolf, 370 Rue Saint-Honoré, 75001, Paris.

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Photographs courtesy of Viktor & Rolf
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