PARIS — Cerruti is back and, this time, it’s brought company.
The brand, famous for men’s tailoring, has reopened its Paris flagship at the foot of the Madeleine church as a concept store featuring a host of fellow luxury brands.
Philip Treacy hats, Causse gloves, Frédéric Malle home fragrances and Pinel & Pinel trunks are among the extras showcased alongside Cerruti’s men’s and women’s ready-to-wear, watches, jewelry, eyewear and leather goods in the 4,000-square-foot boutique.
“Cerruti is changing,” said chief executive officer Florent Perrichon. “The Cerruti brand is, above all, a lifestyle. Our products express this, but our products are not the only ones that express it. We want to share with our customers brands that possess a unique know-how and whose products are coherent with ours.”
Closed for a year due to various construction delays, the unit — Cerruti’s only remaining freestanding store — has been designed by French architecture firm CBA Christian Biecher & Associés based on a nature-inspired theme.
The ground floor, which houses a mixture of men’s and women’s collections, features cream Portuguese stone floors and ceilings and a forest of pillars covered in raw poplar wood. At present, these frame a display of mannequins and printed poufs designed by Maurizio Galante for founder Nino Cerruti’s Cerruti Baleri furniture line.
The first floor, dedicated to classic men’s wear, is delineated by a series of mirrored cubes. Throughout the store, display cases and oversize cushions are trimmed in quartz-colored leather, set off by handwoven deep-pile wool berber carpets.
Meanwhile, the exterior facade is a patchwork of polished glass of three different transparencies inspired by the textured glass bottle of Cerruti 1881 perfume.
“This represents a real break away from black-and-white minimalism,” noted Perrichon of the decor.
Indeed, fans of the Cerruti that dressed Richard Gere and Julia Roberts in “Pretty Woman” and outfitted the cast of “Miami Vice” in the Eighties will have to recast their vision of the brand. After going through a string of new owners and designers, culminating in its 2006 purchase by private equity firm MatlinPatterson, Cerruti is hoping to make a comeback under the creative direction Richard Nicoll for women’s wear. .... The brand recently named Zoran Bosanac artistic director of Cerruti, with overall responsibility for visual communications and image. Bosanac began his career in fashion as head of product development for Maurizio Galante and spent eight years with Paris retailer Maria Luisa as buyer and artistic director in charge of its men’s boutiques. It is understood Cerruti will shortly name a successor to current men’s wear designer Jesper Börjesson, who is leaving for personal reasons.
This fall, the company plans to revive the made-to-measure tailoring that made the brand popular with Hollywood stars including Jack Nicholson and Harrison Ford by relaunching a semibespoke service that had been suspended for close to a decade. Though it will cater mainly to men, the service will eventually encompass women’s suits.
Cerruti is also revamping its accessories business, having recently signed new licenses with TWC for watches and jewelry and Nigura Metzler for eyewear.
The store is designed to cater to an upscale clientele with spacious changing rooms featuring amenities such as plasma screens and refreshment areas. Similarly, there is no central cash register — instead, customers making a purchase are attended to individually at one of the store’s jewelry bars using mobile payment terminals.
Indeed, mobility is a central concept of the store, whose fixtures can be changed at will. The space, which opened on July 17, will be officially inaugurated with a party on Oct. 1 during Paris Fashion Week.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)