Three contemporary fashion brands from America are opening boutiques in the coming months on the Rue François 1er in Paris.
Coincidence, or trend?
“I think it reflects how the fashion landscape is evolving: There’s growing demand for brands that offer elevated, wearable luxury, and Paris has long embraced that sensibility,” mused Stephanie Unwin, president of Veronica Beard, which is slated to open in late spring at No. 56, just up the road from a future James Perse boutique and roughly diagonal to a forthcoming Frame store.
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“It’s natural that brands with a similar point of view are finding opportunity in the same neighborhoods,” she added.
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Silvia Merati, chief executive officer of Frame, reasoned that “Paris remains a cultural anchor for brands with a clear point of view and global ambition, particularly for those looking to build a meaningful European presence.”
The Los Angeles-based firm is targeting a fall opening for its European flagship, and “as we enter a new chapter focused on long-term vision and elevation, Paris feels like a natural next step,” Merati said.
All three brands have been making key steps into the French market recently.
The American brand founded by sisters-in-law Veronica Swanson Beard and Veronica Miele Beard foreshadowed its permanent Paris presence with a monthlong pop-up last November at Galeries Lafayette’s flagship on Boulevard Haussmann.
“We are currently in our second pop-up with them, as we build out a longer-term strategy,” Unwin said. “Our ambition is to build a meaningful and lasting presence with local customers, while also serving the international woman who shops in Paris.”
Perse is targeting late April/early May to open his first and only Paris boutique at No. 26, but is keeping particulars under wraps. The Los Angeles-based designer already operates a store in Saint-Tropez and his line is sold at Le Bon Marché in Paris. Internationally, there are freestanding James Perse locations in cities including London, Tokyo, New York and Los Angeles.
Frame first partnered with select wholesale accounts, culminating with a corner at Le Bon Marché a year ago and a permanent concession at Galeries Lafayette since last July.
“Beyond retail, our ongoing collaboration with Ritz Paris and our recent campaign with Lou Doillon have further deepened our connection to France’s creative culture,” Merati noted.
Asked why Veronica Beard picked the Rue François 1er, Unwin said it “reflects a modern approach to luxury, mixing heritage brands with up-and-coming designers. As consumer expectations evolve toward quality, longevity, and a more personal retail experience, we see Veronica Beard fitting naturally into that mix.”
Frame’s Merati noted its store will span about 5,900 square feet with a 500-square-foot terrace.
“We’re growing beyond product alone and into a fuller lifestyle proposition, and the space needs to reflect that,” she said. “Rue François 1er felt instinctively right — it’s a prestigious address, but also one that allows us to tell our story properly.”
The Rue François 1er is considered a key axis of the so-called Golden Triangle shopping area, anchored by Avenue Montaigne, home to Dior’s historic flagship, and the crème de la crème of luxury brands, from Bottega Veneta, Chanel and Gucci through to Saint Laurent and Valentino.
Ulwin hinted the new Veronica Beard boutique would contain a “mix of vintage furniture and locally sourced finds, creating a warm, curated environment that feels both elevated and personal to the community it serves.”
According to Virginie Bamberger, delegate general for the Comité Montaigne, the arrival of the three American brands “fully aligns with the broader transformation of the area.”
She was referring in part to the 2023 arrival of the Hauser & Wirth contemporary gallery, which “strengthened the cultural dimension of Rue François 1er, while the inauguration of the Issey Miyake flagship in 2024 confirmed its appeal to leading international fashion houses. Lebanese designer Zuhair Murad is also due to open a boutique on the street this year.
“In recent years, the street has entered a new phase, marked by the arrival of major international players in fashion, culture and contemporary creation,” she added.
Longtime fixtures on the strip include Balmain, Courrèges, Smalto and Cartier, while newer fashion banners include Ganni and Zimmermann.