Ann Demeulemeester, the renowned fashion designer and member of the influential Antwerp Six, is preparing to reopen her iconic flagship boutique in Antwerp. This marks a significant milestone in the brand’s relaunch since it was acquired by Claudio Antonioli, the founder of New Guards. Originally opened in 1999 by Demeulemeester and her husband Patrick Robyn, the store has undergone a personal redesign by Robyn himself. The 520-square-meter space will not only showcase the fashion collection, but also Demeulemeester’s collection of homewares under her brand Serax, which reflects her passion for ceramics.
The store, situated in a historic Beaux Arts building in Antwerp’s Zuid district, holds great importance for the brand. Its reopening symbolizes Antonioli’s commitment to returning Ann Demeulemeester to its former cult status. Antonioli, who sold his sportswear group New Guards (which holds the license to Off-White) to Farfetch for $675 million, has the necessary resources to invest in the brand’s revival.
The renovated flagship store features a restored black wooden floor, floor-to-ceiling black curtains, and large mirrors. The first floor boasts a circular footwear display with built-in seating, adding a unique touch to the space. Additionally, the store includes a serene Victorian fern courtyard, allowing customers to enjoy a tranquil and private space while trying on clothes.
Demeulemeester, often referred to as Queen Ann, is renowned for her signature romantic-rock style and her ability to blend luxury and degraded fabrics. Her designs, influenced by Japanese deconstruction and unconventional archetypes, have had a profound impact on the fashion industry. Robyn, speaking about the reopening of the store, emphasized the desire for customers to leave with more than just a purchase. He hopes that the clothes they buy will be infused with memories, emotion, and personal meaning.
The reopening of the Ann Demeulemeester flagship boutique signifies the brand’s revival under the guidance of Claudio Antonioli. With its distinctive aesthetic and refreshed space, the store invites customers to immerse themselves in the artistry and creativity that has made Ann Demeulemeester a revered name in the fashion world.
Useful links:
1. Ann Demeulemeester Official Website
2. Ann Demeulemeester on Vogue.com
