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Saint Laurent launches new concept store in Paris

Premium label Saint Laurent has opened its first flagship store, which aims to be the “physical embodiment” of the brand’s new visual identity under creative director Hedi Slimane.

The 9,687 sq ft store, situated on Paris’s Montaigne Avenue, is split over two floors and aims to create a modern take on French Art Deco techniques and materials, including a monochrome colour scheme.

It is hoped the combination of rich materials, such as marble, silver and gold in mirrored cabinets, contrasted with a minimal concrete floor, dark quilted leather and minimalist marble displays evokes the work of the Union des Artistes Modernes. The fitting rooms feature circular mirrors.

It is the biggest Saint Laurent store to date, stocking the biggest selection of menswear and womenswear.

The brand’s Sloane Street store wiil reopen with the new concept this autumn.

The store launch has coincided with the release of the first images from Saint Laurent’s Pemanent Accessories Campaign, staring Freja Beha Ericsen and shot by Hedi Slimane.

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