by Two years after Emily Bode Aujla held a fashion show in Paris, she has now opened the first shop for her namesake in the French capital for her namesake.
The LVMH award winner has four retail stores in New York and one in Los Angeles. She explored other international cities, but Paris felt like the most natural fit, also because many of her early collections were made with ancient French textiles. “It was the most natural next step,” she said in an interview.
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Years of the search and search time of almost 50 shop windows later, Bode Aujla discovered an old restaurant on the quiet street of Rue de Valois. The extensive windows look at the Ministry of Culture and are only a few steps from Palais-Royal.
Bode Aujla calls it her “trauma” near the flagship Rick Owens and the vintage treasure -joint, which was the recently closed Didier Ludot.
But ultimately the size of the room convinced it. On an area of 2,500 square meters, the brand can accommodate its rare area under ingenuous Parisian boutiques in lack of men, women and children’s collections in the shop.
While the New York retail locations offer separate categories, it was an important snack to bring everything together under one roof, from the success of the LA business.
“In a new market, we really wanted to be able to have everything together under a base,” she said.
The interiors were supervised by Bode Aujla’s husband Aaron Aujla under his Green River project, based in Brooklyn.
They added Schern to separate the room and create a cozy central living room. Sofas and armchairs are produced with the same striped French silk that uses aujla for their tremors, while English cotton used the bode in jackets, the ceiling uses. Hand-painted plywood gives the walls a vintage burled feeling.
The furniture and objects were scouted by vintage dealers and antique markets in Europe and the USA, including stable wooden tables from the Banque de France National Bank, a massive café mirror and stained glass doors that were placed from a Belgian church that are now compensating for the dressing rooms.
Further details are vintage calendar, personal family photos in antique frames and silver plates randomly engraved with the initials “EB”. Temporary drawers are filled with chocolates.
“Small things like this give it as if we humans organize,” Aujla said about the homely feeling.
“We invite people into these really intimate interiors and not like a place to shop,” said Bode Aujla.
Guests could miss a bamboo fishing rod that is hung over a central archway, but the piece gives the decor of the business its tradition.
The entire concept was inspired by a cross -Atlantic love for fly fishing, which came from the historic family tree of their present home in Connecticut. The couple began to research and found that Charles Ritz, the son of the hotel founder César Ritz, spent time in New England to learn the sport. He was such an enthusiastic fisherman that after his return to Paris he opened his own rod business in Rue Saint-Honoré.
Flying fishing bait from Paula Rubenstein are used as wall coverings in a different room, and the room is infused with a total vintage lodge atmosphere.
Nine years after its brand was founded, Bode Aulla believes that the time for international expansion was right.
“We have enough of our retail partners in overseas that we know that there is interest,” she said. “I am firmly on retail and what the business can do. The best expression of the brand is our retail environments – the sights, the smells, the way it is decorated, as Merchandized as our employees wear. “
Bode expects the location in Paris to be popular with both locals and tourists. The brand is popular in Japan and South Korea, which they searched in the states and went to the locations in New York and LA. Now she believes that they will find out in Paris.
“This is the beauty that a retail area is a place where people can explore the brand that they couldn’t really see in its full iteration,” she said.
Since the start of women in 2022, sales have progressed steadily, said Bode. The brand now has “two different female customers” who continue to appeal to the woman who buys from the men’s line, and a new customer that is attracted by female pieces such as chiffon dresses.
Bode had a big fashion moment with her first destination show, a runway for the Bode Rec. Line during the Super Bowl in New Orleans and Samuel L. Jackson for his role in Kendrick Lamar’s half -time performance.
“This is the first time that many of these soccer players are busy fashion at this level,” she said. Sport was a consistent source of inspiration, both in her family and in her line – from jerseys to themed deductions – and it has made extensive research on how football shapes American culture and politics.
“It was a perfect moment that was actually extremely successful-it was very successful in LA in our shop and in New York,” she said.
When she opened in LA, Bode Aujla predicted that more casual clothing like shorts would be popular, but it was found that this evening and the outer clothing were bestsellers. She believes that Paris will unlock its own similar surprises.
It has made paris-specific products from ancient European textiles, including bed linen, lace and piano scarves and will highlight pieces from French fabrics. Bode also wanted to play on the aesthetics of the souvenir shop, which could be seen on cotton dessouus with eiffel tower applications, bass plates made of French mahler and ties with hand-bound fishing flying. There are Paris-specific fringe tops and T-shirts.
A return to the Paris fashion week is in the works for a future date. In the meantime, the brand is planning to use the business to organize events, including discussions with artists or authors who surround the Birdsong Poetie Prize, which was introduced in September in September in September.
“It is important to have a footprint to get in touch with the community in your room,” said Bode Aujla.
After an opening festival on Friday evening, the shop organizes the launch party for the collaboration of Bode Rec. With Nike Astrograbber on Sunday.
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