Virgil Abloh spreads logomania at Bon Marché Rive Gauche

It is no news that Le Bon Marché excels in the art of entertaining. After Leandro Erlich’s dreamlike exhibition, the Rue de Sèvres department store declared Paris Fashion Week open last night with the inauguration of its new ephemeral exhibition about “logomania”. From the entrance, Le Bon Marché’s emblematic black square is no more. It turned into a multitude of alter egos with saturated colors seem to come straight out of an 80’s video game. The “Let’s Go Logo!” exhibition welcomed guests with hostesses on roller skates and disco wigs carrying sweets of all kinds. Surely something to put the crowd of guests in the party mood. There was indeed plenty to marvel at: Le Bon Marché unveiled its collaborations with 130 brands on exclusive capsule collections all reinventing their logos. Among them, two guests of honor: Virgil Abloh, founder of Off-White and undoubtedly new master of Parisian street style, as well as the house Lola James Harper founded by Rami Mekdachi. A burger in one hand, a drink in the other, the “logomaniac” travels through the multi-level exhibition, and, if courageous, ends his journey on the dancefloor where hosts/skaters dance to the sound of Ariel Wizman’s DJ set. There, one meets some rare faces like Yael Naim or the Etoile Hugo Marchand, as well as the now essential Casey Spooner and Fiona Zanetti.