Bonjour Paris
Áwet is getting a French accent.
The New York- based fashion brand that specializes in elevated essentials is opening a pop- up store in Paris as a prelude to a permanent space in the French capital, marking the first step in its expansion into the European market.
Founded by Awet Woldegebriel, a refugee from Eritrea, to support local garment workers during the coronavirus pandemic, the label focuses on craftsmanship and community with initiatives designed to promote Black, Indigenous and people of color creatives.
It has been worn by celebrities including singer Sabrina Carpenter, actress Michelle Monaghan and
NFL player Davante Adams.
Last June the brand hosted a dinner titled “A Celebration of Women” at Soho House Paris to mark the presentation of its resort 2023 collection, helping to forge bonds with the local clientele.
“Paris has welcomed us with open arms. It has become a second home for our brand, and we are thrilled to provide our customer base with the opportunity to experience our unique retail concept firsthand in this vibrant market,” Woldegebriel said in a statement.
Featuring a minimalist decor of white walls with accents of gold metal, the temporary boutique at 5 Rue Commines in the Marais district, set to open from April 22 to 28, will carry Áwet’s spring 2024 line.
“This collection features our most diverse offering yet, highlighting our signature luxurious soft tailoring across both men and women. Our team prides itself on a handson approach to growth, and we are excited to connect directly with a new customer base as we continue to expand,” said Alex St. Urbain, chief marketing officer at Áwet.
Woldegebriel in September opened Áwet’s first flagship, featuring an evolving roster of luxury designers of color, located in New York City’s NoHo neighborhood. The brand is planning several pop- ups in Paris in the run- up to the planned opening next year of its first permanent store, also in the Marais area, a spokesperson said.
— JOELLE DIDERICH