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COUNTERINTUITIVE: To mark its 10th anniversary, the French contemporary label American Vintage is to unveil collaborations with 10 French labels.

The project includes products with underwear brand Le Slip Français and jewelry line Médecine Douce.

“As we are getting established, we want to stay connected to young designers and bring lifestyle products that are complementing our collections,” said Michaël Azoulay, the brand founder and president.

Tie-ups also include socks with Archiduchesse; a fragrance with Au Fil du Temps; soaps with Le Baigneur, and eyewear for men and women with Waiting for the Sun. They will be sold in select American Vintage point of sales.

American Vintage is also mounting an exhibit where five photographers including Laura Bonnefous and Charlotte Abramow were invited to reinterpret the brand.

Based in Le Castellet, near Marseille, the brand was founded by Azoulay at age 26, initially specializing in T-shirts before expanding its collections to other ready-to-wear pieces.

The brand is to open its first store in London this fall in the Notting Hill area this fall, Azoulay said.

American Vintage already counts around 70 stand-alone stores — including 35 in France, 40 shops-in-shop in department stores including Le Bon Marché, Printemps, Galeries Lafayette, La Rinascente and Magasin du Nord and 1,500 doors in multibrand stores.

In Asia, it has two stand-alone stores in Hong Kong and Singapore and three corners in department stores in Korea.

The company generated total sales of 64 million euros, or $76.7 million at current exchange in 2014. Azoulay is counting on expansion in Europe and Asia to reach sales of 72 million euros, or $81.2 million at current exchange in 2015.