Azzaro hails London pop up boutique experiment - 19/03/09
Published: 19/03/09
Source: ©The Moodie Report
By Rebecca Mann
FRANCE/UK. The house of Azzaro has hailed its first “pop up” boutique, which opened at 120 Mount Street in London on 18 February, until 15 March, as a resounding success. The concept was the brand’s first foray into the UK retail market.
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The house of Azzaro arrives in London, albeit temporarily, via a "pop up" boutique at 120 Mount Street
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On the opening day, the website
www.azzaro-couture.com offered a virtual visit of the boutique. On 24 February, during London Fashion Week, the boutique hosted a profile-raising cocktail party attended by Azzaro Creative Director Vanessa Seward, and Azzaro guest designer for spring/summer 2009, Jemima Khan (Khan is also the face of the feminine fragrance
Azzaro Couture, created in conjunction with Clarins Group).
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The store showcased the Azzaro Paris S/S 2009 collection, as well as the Jemima Khan for Azzaro capsule collection
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The temporary store showcased the Azzaro Paris Spring/Summer 2009 collection, as well as the Jemima Khan for Azzaro capsule collection. The boutique also hosted several personal shopping sessions, during which small groups of friends were invited to an evening of shopping in an “intimate and private environment”.
The brand, founded by Loris Azzaro in 1968, is enjoying a renaissance under the direction of Seward who, after solid experiences at Chanel and Yves Saint Laurent, worked closely with Azzaro until his death in November 2003.
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