Maison Rabih Kayrouz’s Pop-Up Launch
He may still stick to the seasonal calendar, yet he no longer bows to automatisms and neglects the dictates of fashion events, the voracity of shop windows, and using new collections merely as promotional content. Rabih Kayrouz wants his Maison to have an unmistakable image. His creations will not just be worn on the catwalk by models as mere embellishments, but embodied by ambassadors, real and recognisable women. He strives to tackle our contemporary issues through his work, broadening from the strict fashion scope. These directions include production by reason rather than will, and satisfying demand rather than increasing supply. To illustrate his tenets, the couturier has taken over a pop-up store on Rue St Roch, which says a lot about him and his fashion. The inauguration, organised by Flavie Costamagna, was attended by Jean-Pierre Blanc, Sophie Fontanel, Golshifteh Farahani, India Mahdavi, Audrey Azoulay, Aline Asmar d’Amman, Suzy de Givenchy, Charles Zana, Pascale Mussard and Alexandra Golovanoff.
Photos: Astrid Staes
