After Hosting The Row’s Fashion Show, Paris Boutique Market Montaigne Catches the International Eye

One evening during fashion week, I asked Liliane Jossua, owner of the fashion boutique Montaigne Market in Paris, if her store was like Colette, perhaps the most famous contemporary store in Paris. “I wouldn’t say that,” she said. “We don’t carry objects except for our jewelry lines, and we don’t have a bar!” While she doesn’t have plans to install one, either, the frequent parties the boutique hosts with star European DJs like Martin Solveig still make it one of Paris’s chicest boutiques — and sometimes watering holes. Over the just-wrapped Fashion Week in the French capital, Liliane hosted the Row’s Spring/Summer 2012 collection show, where Mary-Kate and Ashley Olsen were on hand to toast themselves along with the rest of the fashion elite.

The Paris boutique was the first to carry the Row, and Liliane describes her relationship with the Olsens as a “kind of a partnership.” In other words, she won’t show just anyone’s new collection in her Market.

“Market Montaigne is a bull’s eye into the fashion world of Paris,” says Myrene de Premonville, Market Montaigne’s public relations representative. The Row’s SS12 collection was taken down the day after the show, leaving only the current winter collection in store, but the entire range of creamy, ivory whites in diverse textures and materials was memorable. Particularly alluring is the buttery-soft suede drape skirt paired with a silk blouse — luxurious, comfortable, and feminine.

The Row’s Olsens teamed up with Tom’s Shoes for their collection, so the do-good shoe company’s casual loafer-style kicks, based out of Santa Monica, can now be bought in the hottest shop on Avenue Montaigne.


The Market opened six years ago. It remains unique in its multi-brand approach to stocking its shelves on an avenue that’s world-famous for its designer boutiques like Chanel, Dior, and Nina Ricci. In other words, it’s one-stop shopping to dress yourself head-to-toe in the most coveted, trendsetting, in-demand looks. “This is one of Paris’s most exclusive boutiques. It’s very edgy, very Right Bank with international clients. And they always take the fashion trend just a bit further,” commented Gregoire Marot, one of the principals at communications agency Favori.

Hottest sellers during Paris’ SS12 Fashion Week: Bouchra Jarrar, Maxime Simoens, Sophie Theallet, Alaia, Carven, the Row, and Thakoon, which is exclusive in Paris to Market Montaigne. For jewelry, you’ll find cuffs and one-of-a-kinds by Prive, Pristine, Shambhala, and Aaron Jah Stone, among others. Montaigne Market carries over 600 brands, and on a good shopping week can see upwards of 700 clients come through their doors. Price points? If you have to ask…

Fashion Week SS’12 Paris also saw the opening of the new DSquared2 Boutique on rue St. Honoré. It was one of the hot tickets over the weekend, though the “VIP Party” that followed was rather a disappointment. The boutique is at 247-251 rue St. Honoré, just down from the Mandarin Oriental Hotel and practically across the street from the Tara Jarmon boutique.

Tara Jarmon’s new SS’12 collection, shown in boutique, is a fun, playful and colorfully daring tribute to Monte Carlo and Caracas. “Mademoiselle Tara” is a line designed for the mischievous jetsetter who packs her bags for days spent beach-side in Monte Carlo, and nights spent at gala parties. Color palette is creams, night blues and rays of sunshine yellow. Several outfits come with matching leather driving gloves…very Princess Grace!

For the Caracas theme, Tara Jarmon’s inspiration was drawn from David Hockney paintings with a color tone that combines soft tones and acid flashes: Zesty lemon, water green. Particularly enticing is a little tennis ensemble that adds sequins to the V neckline of the traditional tennis sweater and pairs with a mid-thigh lemon yellow skirt. French Open and Wimbledon, here we come!

Guerlain and the Westin Hotel, rue Castiglione, paired up to offer complimentary makeup during breaks in the relentless fashion week schedule. Makeup retouches are offered to those quick enough to call in with their name and requested appointment time. Even if you’re not a professional model, the artist’s skilled hands and Guerlain’s makeup will make you look ready to walk a runway!

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