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MCM has tapped Chloë Sevigny as its latest style ambassador, and the actress will be on hand to celebrate the German luxury brand’s Shanghai flagship when it opens Friday.
This story first appeared in the March 7, 2014 issue of WWD. Subscribe Today.
“I remember the brand from when I was younger,” Sevigny told WWD. “It was always such a huge thing in the hip-hop world. It always had this iconic status to me as this cool, urban thing. It was this expensive thing that had been co-opted by the urban youth, and I always love when that happens.”
MCM opened its first store in Shanghai on the Bund in 2010, and has since opened three more units in the Chinese city. The opening of MCM’s flagship in the IAPM mall in Shanghai marks the company’s fifth store in China. Other flagships for the brand include Berlin, MCM Haus in Seoul, the Entertainment Building in Hong Kong and Münsterhof in Zurich, as well as one slated to open later this year in New York’s SoHo neighborhood. In addition to her in-store appearance at the opening party, Sevigny will be featured in brand advertorials, which are slated to run in the May issues of Harper’s Bazaar China and Korea. The photos will be shot by Joo Young Ahn during Sevigny’s six-night stay in Shanghai.
Before heading to China, the actress made a pit stop in Paris for Nicolas Ghesquière’s debut Louis Vuitton show. “I think it’s very funny that we’re going from Paris to the center of Shanghai that looks very Parisian,” she said. “[My boyfriend and I] heard that outside of Shanghai they built a miniature Paris, and we plan to go there. We’re doing three Parises in one trip.”
Sevigny is currently gearing up for her spring 2015 collaboration with Opening Ceremony after taking a hiatus from fashion for the past two seasons. “I’m so lucky that I get to do it when it’s convenient for me and don’t have the pressure to churn things out four times a year,” she said. “It’s a dream collaboration.”
The actress is also making her first foray into the literary world, having inked a deal with publishing house Rizzoli. “I don’t think it’s going to be so much of a style guide, because I don’t know if I necessarily believe in those,” Sevigny said of the fashion-focused tome. “I think they can be helpful for some people, but I don’t like when people kind of tell you ‘how-to.’ I feel like people should discover that on their own. They are a useful tool, but that’s not something I want to put out into the world. This is more, hopefully, just inspiration for girls.”
Despite her time-consuming fashion endeavor in the works, Sevigny has not left her acting roots. Her latest project, the crime-drama series “Those Who Kill,” made its debut on A&E earlier this week. Despite almost 20 years in the business, Sevigny was happy to be temporarily shielded from the first reviews. “I’m really glad I’m out of town,” she said. “I don’t have to be susceptible to whether people like it or not. I’m a little nervous — there’s a lot of anticipation. I’m sure my mom will give me a full report. I told her to try to edit herself.…”