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This being fashion week, and the French being the originators of the word “chic” (not to mention the concept), it was unsurprising that the grand opening of Surface to Air’s New York flagship on Mercer Street was both well-attended and an exercise in relaxed cool.

Surface to Air’s Jeremie Rozan, Aldric Speer and Dorothee Loermann (who describe themselves as “boutique owners and creative studio originators” according to their publicist) were all on hand, joined by their compatriots from the art, fashion, design and music worlds. Aaron Young, Lisa Anastos, Kate Schelter, Genevieve Jones, Kim Gordon, Mia Moretti and Michael Stipe all turned out to fete the opening.

Racks of clothes were surveyed and slid aside to make more room for partygoers, who could also head next door to what looked like an abandoned retail space to view a short film Rozan had directed starring Kid Cudi. In front of the open doorway was a Garage Magazine truck dispensing organic ice cream that partygoers picked at with small plastic spoons.

“Everyone here is a pop star in France,” one partygoer stage-whispered while angling for another flute of champagne from a passing waiter.

Kim Gordon glanced over her shoulder.

“Did she just say pop star?” she asked no one in particular, before turning back to survey a rack of striped sweaters.

Revelers wandered north to B Bar for the after-party, where a very picturesque veranda was mostly avoided due to a sudden deluge, and partygoers huddled in groups under any covering. Chromeo, A-Trak and Busy P manned the DJ booth, where Genevieve Jones spun and twirled and mugged for photographers near a neon varsity-jacket sporting Kid Cudi. The dancing continued until 3 a.m.

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