Byredo opens first boutique in Paris on Rue Saint-Honoré

Here’s an address everyone in Paris was eager to discover. Everyone including Ben Gorham, founder of Byredo, who opened his very first Parisian boutique yesterday at 199 rue Saint-Honoré. With eleven years of existence, an international following and high-end collabs (Virgil Abloh, M/M Paris…), Byredo still did not have its own boutique in the French capital. “I’ve been waiting for this for eleven years,” Gorham confided in an interview a few hours before the official opening of the store as people rushed around him to work out the final touches. But out of loyalty for colette, his very first support in Paris, Gorham had never realized the project of moving to Rue Saint-Honoré. The boutique, a two-storey space designed by M/M Paris (the duo signed the sketches blooming on the white wallpaper), highlights Byredo’s universe, from perfume to leather goods launched almost two years ago. So, in the middle of Paris Fashion Week, it was no surprise to see a myriad of personalities come to congratulate Ben Gorham: Sarah Andelman, Kris Van Assche, Leaf Greener, Tina Leung, Caroline de Maigret, or Lucie and Luke Meier, Jil Sander creative directors, to name but a few…