The most beautiful fashion brands bookstores The opening of the new Saint Laurent bookstore beats the competition
When European governments lifted pandemic-related restrictions, fashion brands eagerly embraced local activities. Supermarkets, cafes, and branded libraries portrayed a new way of engaging with the public, immediately captivating them with a sense of inclusivity and nostalgia reminiscent of luxury kiosks. Years after the first pop-up stores, from Prada's supermarket in Shanghai to Gucci Circolo in London, fashion houses continue to invest in local marketing, although times and spaces have notably changed. As you'll see in the following list, over the past years, brands have learned to transform local initiatives into true cultural centers. Just as consumers' primary interest is no longer merely taking a photo in front of a brand logo, luxury giants are crafting sensory and intellectual experiences for customers, far from ostentation. Without disregarding TikTok videos exploring Saint Laurent's new bookstore on Paris's Île Gauche, luxury is once again embracing the geek chic. Here, then, are the brands that have opened a bookstore in recent years.
Marc Jacobs in London and Paris (2012)
Last year, Louis Vuitton opened three bookstores in Shanghai as part of an immersive campaign in the brand's overseas marketing: cafes, bars, and gift shops took part in a series of openings inspired by the strong bond between the brand and the country. A year earlier, during the summer season, a bookstore was opened in Capri, a small shop with shades of blue overlooking the sea, while previously, as part of the "Librairie Éphémère" project, the maison took over the bouquinistes of the Left Bank in Paris and six historic newsstands in Milan and Venice.
Saint Laurent in Paris (2024)
At Saint Laurent, opening its largest flagship store ever in December of last year wasn't enough. This February, the maison opened a bookstore in the heart of Paris, hosting a selection of records and publications curated by creative director Anthony Vaccarello. Previously a Saint Laurent clothing boutique, the new opening includes rare editions and white gloves for flipping through them, magazines and out-of-commerce records. In conjunction with the store's inauguration, the brand collaborated with various artists to produce new titles, relaunching past projects including Betty Catroux's book, historic muse of Yves Saint Laurent. The brand's name is rarely seen inside the bookstore, but it can be found on pens, lighters, and mugs for sale, an unmistakable signature of Vaccarello's 90s-inspired artistic direction for the brand.
Enfants Riches Déprimés in Paris (2024)
Nick Drake, the Cocteau Twins, Egoïste Magazine, and other iconic publications rest on the shelves of the "Anti Public Library" by Enfants Riches Déprimés, opened in Paris last January. The name has long been a trademark of the brand, a slogan featured in various collections and the title of the Instagram page they use to share nostalgic content. A dark green wooden sign and mahogany furniture welcome the reader, and despite the name at the entrance, a bar with tall seats invites visitors to enjoy a glass of wine together, to the tune of Patti Smith's Dancing Barefoot or perhaps Lou Reed's Perfect Day. An experience that encourages putting away the phone and immersing oneself in the life of the last century, entering the Enfants Riches Déprimés bookstore is like traveling through time.
