Viktor & Rolf’s New Paris Flagship is All Grey Everything


For those of us not particularly educated in Eastern European literature, in 1989 Russian dissident Irina Ratushinskaya penned Grey Is the Color of Hope. While in the poet’s case, the color was surely a breath into another, politically-oppressed discussion, it is the pervading duality of grey—the intermediacy between the dark and the light—that keeps the hue pertinent to this day, now the focal point of fashion brand Viktor & Rolf’s new Paris flagship store. Spanning over 7,000 square feet, the completely-monochromatic boutique—the first store for the company—houses all of its lines: women’s ready-to-wear pre and show collections, menswear, handbags, shoes, small leather goods, accessories, and eyewear. With an all felt-floor, felt strip-backed facade, and felt-effect needle-punched staircase (did we mention felt?), the location truly takes neo-classicism into contemporary design. As always blending the lines, this time grey finds a balance between anchored structure and openness. In a statement the company released upon the store’s opening, “We have always considered Paris to be our fashion home and are therefore very proud to open a flagship store, a proper place of our own. With the avant-garde design of neo-classically inspired ghost architecture, executed in all grey felt, a new code of the house is introduced, the point of reference for future expansion.”

Viktor & Rolf’s new store is open now at 370 rue Saint-Honoré.

Images courtesy of Viktor & Rolf.