In Paris, Comme des Garcons thinks very big

This evening, October 2, 2023, in the midst of Paris Fashion Week, large crowds flock to 56 rue du Faubourg-Saint-Honoré to attend the inauguration of the new Comme des Garçons boutique. At the entrance, in front of the big red door, a figure dressed in black appears, with black glasses and a bob cut. “he is there” exclaimed guests who had not expected to meet 81-year-old Rei Kawakubo, one of the fashion industry’s most elusive designers, in person.

His public appearances can be counted on the fingers of one hand. He does not come to greet at the end of the programs, does not give backstage interviews and does not want to be filmed. The Japanese designer calmly receives compliments from guests, but does not express himself. However, some believe that the look on his face and the fact that he refuses to leave his post at the entrance to the store shows some satisfaction.

This new shopping space replaces the brand’s old store, which was located next door but hidden away in the back yard. Comme des Garçons, founded in Paris since 1981, is now well established. This year, this rather discreet brand multiplies its events: Dover Street Market (DSM), its concept store located in London, New York, Tokyo, Singapore, Beijing, Los Angeles and Paris – rue Elsevier, Marais, hosts. Starting in 2019, the brand’s beauty branch – celebrates its 20th anniversary with the upcoming opening of a new store in the same Parisian neighborhood. Because the current 35-37 (rue des Francs-Bourgeois), a cultural center opened in 2021 by Rei Kawakubo and his husband, 71-year-old Adrian Joffe, president of Comme des Garçons International, will be transformed into a giant Dover Street market.

This DSM Paris opening, scheduled for early May, is accompanied by an installation in the courtyard of the Hôtel de Coulanges, which was the childhood home of Madame de Sevigny. The towering palace, with a total area of ​​3,500 square meters, consists of offices and about 1,700 square meters of commercial space, as well as a basement and a courtyard intended for the site’s cultural programming.

“Comme des” also celebrates the 30th anniversary of its first perfume – which was a revolution in the world of perfumery because it changed its codes and uses. Simonett & Baer’s three-decade Comme des Garcons fragrance will be released by the end of the year.