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Parisian pop-up planned for Marie France Van Damme

Hong Kong-based fashion designer and retailer Marie France Van Damme is to open a Paris pop-up store, inside Le Bon Marché, on 1 May. It will trade for one month.

The eponymous founder of the brand, known for her collections of elegant resort wear, designs its stores too. The pop-up will occupy less than 10 sq m (around 100 sq ft), and will offer the brand’s 2019 collection of ‘Dolce Vita’ essentials.

The space will be designed to mimic an airport store, reflecting the nature of the collection and its use on holidays. The store will include a dashboard listing flight numbers. The concept is inspired by the idea of a ‘jet pack’ for the brand’s jet set customers, with a selection of featherweight garments that will take customers from city to resort and back.

“Packing can be stressful and most people are guilty of stuffing their suitcases full of items they’ll never wear, just in case. The answer is, of course, to think carefully about what to bring, and to buy cleverly. The challenge is getting the right mix, to buy things that slide perfectly from day to night, items that can be dressed up or pared down,” says Marie France Van Damme. “Like me, our customer travels around the world, and she needs to find things that will look beautiful during the day as well as at night; from the beach to a cocktail or dinner in the evening. We are honoured to open a pop-up in time for the holiday season in one of the world’s most exclusive luxury shopping destinations.”