J.M. Weston, the esteemed French shoe brand renowned for its preppy style, has recently introduced a haute couture footwear collection designed specifically for women. To commemorate the launch of this remarkable line, J.M. Weston’s creative director, Olivier Saillard, has unveiled an exhibition titled “Souvenir d’un Défilé” or “Memory of a Fashion Show” at the brand’s newly renovated boutique located in the trendy Marais neighborhood of Paris.
Saillard sought to create a distinctive and culturally enriching space that could serve as both an exhibition venue and a retail store for the brand’s collections. In an era where everything is predominantly virtual and physical stores remain closed, Saillard aimed to provide customers with a tangible experience. The exhibition showcases complete outfits borrowed from the wardrobes of various celebrities and influential fashion figures, including Charlotte Rampling, Tilda Swinton, as well as notable Paris editors and publishers. Each ensemble is displayed on foldable school chairs, accompanied by a pair of couture J.M. Weston shoes inspired by the prominent Italian art movement, Arte Povera.
This exhibition not only celebrates the brand’s 130th anniversary but also signifies a shift in focus towards captivating a more feminine audience. Saillard emphasizes that couture offers both ecological and ego-logical implications. By offering made-to-measure shoes, J.M. Weston reduces excess stock and guarantees a personalized experience for every client.
The collection comprises 18 meticulously crafted looks, with prices ranging from €1,900 to €3,900. Each piece incorporates natural elements such as leather buds, peas, or petals, adding a unique touch to the designs. Saillard’s forthcoming project will be a retrospective exhibition highlighting the brand’s origins in Limoges, an ancient Gallo-Roman city located in southwest central France, which is also renowned as the hometown of Impressionist painter Pierre-Auguste Renoir.
For Saillard, tailoring the brand’s concept to suit the distinctive characteristics of each location is crucial. He has already transformed J.M. Weston’s Bordeaux store into an artist’s studio and plans to make significant changes in Japan, the brand’s largest foreign market. As one of Europe’s most influential fashion curators and the former director of the fashion museum Palais Galliera, Saillard confesses to missing his previous role and hints at the possibility of organizing a Fashion Biennale in Paris—a poetic celebration of fashion that transcends monetary value and luxury.
As J.M. Weston continues to evolve and push boundaries in the fashion industry, Saillard’s visionary approach is certain to bring fresh perspectives and experiences to the brand’s loyal customers.
Useful links:
– J.M. Weston official website
– Paris Info website
