By  on October 9, 2007

A slew of new boutiques are dotting the Parisian streetscape. Here's a look at a few of them.

Y-3

Yohji Yamamoto went home for his first Paris Y-3 store, opened with Adidas on the Rue Etienne Marcel on the Right Bank, where Yamamoto has operated shops for years. The two-level, 1,700-square-foot space echoes the brand's chic sportswear appeal with a predominately white decor and dashes of black and orange. Walls of mirrors and a winding silver-toned staircase add a futuristic edge. A range of apparel, footwear and accessories for women and men is available. Meanwhile, the label's retail roll continues when a Y-3 boutique opens in Miami Oct. 15.

Y-3, 47 Rue Etienne Marcel; tel.: +33-1-45-08-82-45


BLUMARINE

For its first French store, Italian label Blumarine planted its flag on the Avenue Montaigne. "Paris is a top location and we think that a flagship on its most fashionable avenue will give [us] a strong impulse worldwide," said Gianpaolo Tarabini, who cofounded Blumarine with his wife, Anna Molinari, in 1977. The 1,300-square-foot boutique is based on a luminous boudoir-themed concept. White marble floors, elegant pink mirrors and glass-tiled walls enhance the ultrafeminine yet contemporary ambience. "A high-tech lighting system, combined with two precious glass walls, creates a diamond effect, highlighting again the luxury behind this new concept," said Tarabini. He added the firm plans to open stores in New York and London soon. "My dad taught me never to bite off more than I could chew," he said, "but, slowly, we want to exploit the company's potential."

HEIMSTONE

Why shouldn't buying fashion be more like buying bread? After all, budding French designers Delphine Delafon, 26, and Alix Petit, 24, the duo behind the hot Heimstone label, decided to open their first boutique in an old boulangerie, a French bakery. "It has an underlying antique feel, which corresponds to the essence of Heimstone," said Delafon of the Left Bank shop. Targeting trendy Parisians, the store is sure to lure stylish shoppers. In the year since the duo launched their brand, they have quickly built a reputation for an edgy take on feminine style, and ultrawearable dresses. For next summer, the designers have tapped a medieval theme.Heimstone, 23 Rue Cherche Midi; tel: +33-1-42-36-65-85

LE 66

Located in a shopping mall on the Champs-Elysées, Le 66 (named after its address) offers a quirky mix of fashion and other stylish accoutrements, including hard-to-find DVDs and fashion magazines. Run by Gilles Bellaloum, who also has business interests in the other-so-stylish energy industry, the store carries the likes of Alexander McQueen's designs for Puma and accessories from Urban Mobility, as well as a selection of rare bicycles. Bellaloum explained that the store design was meant to create an atmosphere of movement, with a long "wave" shelf system running through its center. "We really want to emphasize individuality," said Bellaloum. He plans to enlist a notable style icon to pick his or her favorite Le 66 products from the store every two months. "We think there is a market for a mix of fashion with a strong point of view," said Bellaloum, who believes that the Champs-Elysées, a favorite tourist destination, is beginning to draw a more luxurious clientele, thanks to the outposts of Louis Vuitton and Cartier on the fabled thoroughfare.

Le 66, 66 Avenue des Champs-Elysées; tel.: +33-1-53-53-33-80

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