HAUTE TYPE: During the upcoming couture week, Paris visitors will be able to read about the French art of high fashion and craftsmanship in a new daily publication called Paris Haute, conceived by the Chambre Syndicale de la Couture and Stiletto Editions.
Printed in a tabloid format on matte paper, the bilingual newspaper (French/English) will count eight pages, two of which will be reserved for advertising. It will run 10,000 copies a day and be distributed for free from July 1 through July 5 to coincide with the couture week.
“We are targeting the international traveler but also those Parisians who don’t necessarily have a ticket to one of the shows but are nevertheless interested in the savoir-faire and what is going on in the big couture houses,” Laurence Benaïm, Paris Haute’s editor in chief, told WWD.
“It’s not about who sits first row at the show, but how a collection is conceived,“ explained the journalist, who had the idea for the daily, noting that the success of recent fashion exhibitions in Paris and LVMH Moët Hennessy Louis Vuitton’s “open doors” initiative have shown that the interest in craft and artisanship has grown.
Looking to promote these French traditions, the paper’s editorial content will equally focus on all members of the official couture calendar, featuring interviews, profiles and behind-the-scenes coverage. “But the idea is also to include a cultural calendar talking about exhibitions, gallery openings and restaurant tips, though not so much about boutiques,” said Benaïm.
In addition to being distributed at the city’s museums, hotels, specialized bookshops, restaurants and the fashion shows’ venues, Paris Haute will be published online on the Chambre Syndicale’s Web site.
“[As] haute couture is becoming [more] important, we [want] to create an event that goes beyond fashion,” explained Didier Grumbach, president of the Chambre Syndicale de la Couture. “First we had this success with integrating Place Vendôme and la haute joaillerie into the calendar, now we are offering clients a full program for five days.”