By  on June 14, 2007

Denim designer Consuelo Zoelly has a flair for the dramatic.

Zoelly, who moonlights as a theater set and costume designer, took a minimalist yet theatrical approach for the layout of her new eponymous, high-end denim flagship located in the heart of the Marais district of Paris.

The store, at 22 Rue de la Perle, contrasts clean denim cuts with a backdrop of a running red velvet curtain, and a tree in the middle of the shop sets the stage for an inviting shopping experience spread over 750 square feet.

"I wanted to create a wardrobe of pure necessities that allows customers to get up and dressed without thinking," said Zoelly, who inaugurated the store last week.

The 48-year-old Swiss-American, who launched the label in 2005, has lent her creative talent to brands such as Charles Jourdan, Cerruti, Cacharel and Guy Laroche.

"The concept is about a mood, which I call 'ready to love.' They're clothes that make you feel just right," Zoelly said of her androgynous denim line. "I spend all my time researching the fit. I used male models, females of all shapes and sizes to create fits that would flatter various body types."

Inspired by men's tailoring techniques, Zoelly created five sculpted styles, ranging from slim-fit to superbaggy, all in lightweight denim priced between 145 euros and 160 euros, or $193 and $213 at current exchange.

Details include pocket flaps that flatter the backside, snaps to change the shape of the leg and Zoelly's red ribbon insignia that peeks out of lapels, pockets and seams. The Buttsy, a straight-leg style, is among the most popular denim fits at the store. Tailored jackets, blouses with intricate detailing, T-shirts, accessories, music and Dr. Hauschka beauty treatment products round out the collection.

"I sell things that help to make my life easier," said Zoelly, who plans to add a tuxedo line to the collection for fall.

Zoelly said she hopes to create a Dr. Hauschka treatment center in the shop's cellar.

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