PARIS — The Museum of Modern Art here looked more like an athletic hall of fame than an art gallery last week as Hogan feted its Olympia sport shoe — and a new flagship store on the Faubourg Saint-Honoré.

Massive photos of rugby, cricket, polo and baseball players from the Forties through the Sixties were lined up in high tech cases to present shoes actually designed for spectators.

“We were inspired by the historical and vintage aspects of sports in order to make a lifestyle shoe,” explained Hogan chief Emanuele Della Valle at a launch party attended by the likes of French rock legend Johnny Hallyday, Ines de la Fressange, Béatrice Dalle and actress and model Lou Doillon, daughter of Jane Birkin. Doillon, sipping champagne, didn’t quite look athletic in her green Chloé dress and stilettos. “We were never big athletes in my family,” she demurred.

The display is slated to travel next month to London, where Hogan recently christened a flagship on Sloane Street. The show eventually will end up in Milan.

Della Valle, 28, is charting steady growth for Hogan, the sportier cousin to his father Diego’s flagship Tod’s brand. He said he’s eyeing a move into apparel within the next year and scouting for a Madison Avenue flagship in New York. At present, the brand operates 32 locations in Europe, the U.S., Hong Kong and Japan.

Tod’s Group has been staking out major retail turf in Paris lately. The 2,150-square-foot Hogan shop at 52 Faubourg Saint-Honoré took over space previously occupied by Tod’s, which moved up the street to a sumptuous 7,300-square-foot location just across from Hermès. A third store on the same block, for the Roger Vivier brand, bowed earlier this month during Paris fashion week.

— Miles Socha and Emilie Marsh

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